Audiovisual content and services for digital delivery platforms: an analysis of the cross-media diversification strategies

Abstract

In a digital and convergent environment, delivering content via different platforms is becoming increasingly easier. Public service broadcasters are now being called upon to meet the challenge — and need — to develop adequate strategies in order to benefit from the opportunities that the new market has to offer and to overcome the risks inherent in the transformation of the audiovisual sector in the 21st century. This article analyses the case of Catalan National Television (TVC) and focuses on this broadcaster’s strategy of cross-media diversification at different levels. Firstly, we identify the audiovisual services that were developed in response to the introduction of the new digital systems of content delivery. Then, we examine TVC’s schedule and its derivation to the cross-media environment. Lastly, we look at the diversification of content and audiovisual services based on a comparative analysis of Club Super3, 3xl.cat, Loops! and Ritmes.clips. These are four programmes that address audiences ranging from early childhood to young adults and stand out for their wide variety of multiplatform products.

Keywords: diversification, cross-media, multiplatform, business strategies, Televisió de Catalunya, public television.