Comparative analysis of the broadcaster's Twitter strategies of the highest-rated British and Spanish TV series
Navarro, Celina (Universitat Autònoma de Barcelona)
Delgado, Matilde (Universitat Autònoma de Barcelona)
Paz, Elisa (Universitat Autònoma de Barcelona)
García-Muñoz, Núria (Universitat Autònoma de Barcelona)
Mendoza, Alba (Universitat Autònoma de Barcelona)

Date:	2021
Abstract:	The current interrelation between social media and the audio-visual industry has required traditional broadcasters to extend their programming strategies outside the box. TV fiction is a suitable genre to test new forms of audience loyalty, which is essential in a highly competitive environment. In this article, we present results regarding the actions of the industry through a content analysis of the official Twitter profiles of the most-watched series in Spain and the United Kingdom. We conclude that both market strategies revolve around the linear broadcast. However, Spanish channels are more aggressive in their actions to stimulate social conversation.
Grants:	Agencia Estatal de Investigación PGC2018-094863-B-100
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Language:	Anglès
Document:	Article ; recerca ; Versió acceptada per publicar
Subject:	Social television ; Twitter ; TV fiction
Published in:	Catalan Journal of Communication & Cultural Studies, Vol. 13 Núm. 1 (2021) , p. 101-119, ISSN 1757-1901

DOI: 10.1386/cjcs_00041_1

Postprint 23 p, 504.6 KB

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Research literature > UAB research groups literature > Research Centres and Groups (research output) > Social and Legal Sciences > GRISS (Grup de Recerca en Imatge, So i Síntesi / Grupo de Investigación en Imagen, Sonido y Síntesis)
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