The traditional audience is aging and the future is television ... - Pure Marketing

Conventional television dies, television as we know it today is evolving and increasingly is influenced by the phenomenon of “social TV,” where viewers opinions become very important.

tends to change the traditional host another 2.0, energize and create programs and proximity to the audience. That is, viewers get a more active and participatory audiovisual content.

“Social TV is a way to keep the model of prime time. The social TV is going to change radically the production systems and plans, “said Maria Jose Arrojo, Professor at the University of A Coruña and one of the guests at the First Congress.

“The user wants to interact. The goal is to build communities around content “as says Professor Arrojo.

is clear that technology is causing an explosion. “The traditional audience of television is increasingly aging,” said Jorge Camacho Gallardo, a journalist for Antena 3 TV.

“is the beginning of a new era, with a presenter screen,” recalls Garcia, adding that the television presenter who leaves causes influence in social networks.

“presenter followers when he stops out in the media, should stay in the string itself, in the brand,” insists the teacher. In this new era, the rules are not invented, there is a long way to go.

The effects of social TV phenomenon are unclear. On one side is the rejuvenation of the target in social networks and on the other the opportunity to

business that entails for advertising, one of the sectors that holds and feeds the TV business. This raises the interest of television.

Meanwhile, Erika Fernandez, UNITE communication professor, believes that it is time to engage the viewer. “The TVs have to captivate the audience. That is, it is not the only issue corporate information chain but must offer added value, create value for the user. Antena 3 also makes mobile application ANT 3.0, not only on Twitter.

user receives exclusive content. An example of this is how the microblogging network series El Barco created the twittersodios, viewers interacted during the broadcast of the series with the characters. “

This is a key moment in the development of the future of television. Beyond the people meters, simple devices that are quantitative, social networks include qualitative element. Measuring audiences and does not correspond to the new ways of watching TV. The measuring system as we know it is obsolete. The opinion, quality, brand image and impact are at stake in a market, the Internet, which is based on that.

Araceli

??Castello, Director of the Observatory “instead Communication” at the University of Alicante, believes that “multiplatform consumption requires that the measurement is user centric, ie a panel of users.” In measuring Twitter and Nielsen are trying to make a qualitative measurement system, as noted by María José Arrojo.

Canning on television does not make sense. The public demands a more lively and nearby television. According to Jorge Gallardo, “the future of television is in live broadcasts. When you buy YouTube broadcasts will begin real change. “

Is it good

overpersonalize one hashtag?, as Araceli Castelló, “should avoid the tendency to customize too much of a hashtag. They are too complex. “

Conventional television has to make more use of social TV. The second screens intended audience loyalty and reward. This is the case of Isabel de TVE series. Viewers of this second screen and gain benefit from the series fun facts, historical details or extra information