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HOW TELEVISIONARCHIVES REACHYOUNGERAUDIENCES
THROUGHSOCIAL NETWORKS:the case ofRegional Television of
Andalusia (RTVA) and...
Context
• Facebook, Twitter, Instagram
and YouTube has provided a new
way of sharing and viewing the
audio-visual heritage...
• Thebarriers between digital life and real life are becoming blurred
• Youngpeople arespending a decreasing amountof time...
Objective
The main objective of this research is to gain knowledge regarding the strategies
used by MemorANDA and Archivo ...
A qualitativeand quantitative approach
The methodology we have used in this research combines both a
qualitative andquanti...
Content analysis
METODOLOGHY
• A analysis sheet was created for this phase of the
investigation divided in two blocks:
o 1...
In-depth interviews
METODOLOGHY
• Two interviews were carried out with the staff who manage the
social networks at MemorAN...
Survey
METODOLOGHY
• It is a prelimenary survey
• It was very enlightening, with the collaboration of the I+D+i
JUVEN-TV p...
Strategies of MemorANDA and Archivo RTVE
RESULTS
• The two archives have somewhat different backgrounds
on social networks...
The 1980s as the cornerstone of archivalprogramming
RESULTS
0%
1%
2%
3%
4%
5%
6%
7%
1949
1948
1957
1964
1967
1969
1971
197...
Entertainment and regional
stereotypes as a strategy in
appealing to younger people
RESULTS
• The great variety of program...
RESULTS
• Theentertainment format is predominant
• Fiction is a centralpart of ArchivoRTVEstrategy
1%
2%
2%
37%
57%
0%
1%
...
Entertainment and regional stereotypes as astrategy in
appealing to younger people
RESULTS
• MemorANDAfocusing more inmusi...
Entertainment and regional stereotypes as astrategy in
appealing to younger people
RESULTS
• One of the most troubling asp...
Engagement andgoing viral: the key to interacting with
young people
RESULTS
• For Archivo RTVE, 73% of its Twitter publica...
Engagement andgoing viral: the key to interacting with
young people
RESULTS
• Archivo RTVE uses video and images in all of...
Engagement and going viral: the key to interacting with
young people
RESULTS
FIAT/IFTA Media Studies Grant
Engagement and going viral: the key to interacting with
young people
RESULTS
FIAT/IFTA Media Studies Grant
Engagement and going viral: the key to interacting with
young people
RESULTS
FIAT/IFTA Media Studies Grant
Engagement and going viral: the key to
interacting with young people
RESULTS
• The survey data show that the archives have...
Engagement and going viral: the key to interacting with
young people
RESULTS
FIAT/IFTA Media Studies Grant
Engagement and going viral: the key to interacting with
young people
RESULTS
FIAT/IFTA Media Studies Grant
• El Risitas is...
CONCLUSIONS
• ArchivoRTVEand MemorANDAsucceed in reachingthe youngest audiences, but theydosoindirectly
• ArchivoRTVEis pr...
Thank you very much
Antonio Cuartero - cuartero@uma.es
University ofMalaga
FIAT/IFTA Media Studies Grant
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CUARTERO How television archives reach younger audiences through social networks - the case of regional television of andalusia (rtva) and spanish radio and television (rtve)

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As presented by Antonio Cuartero at the 2019 FIAT/IFTA World Conference in Dubrovnik, Croatia.

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CUARTERO How television archives reach younger audiences through social networks - the case of regional television of andalusia (rtva) and spanish radio and television (rtve)

  1. 1. HOW TELEVISIONARCHIVES REACHYOUNGERAUDIENCES THROUGHSOCIAL NETWORKS:the case ofRegional Television of Andalusia (RTVA) andSpanish Radio and Television Corporation (RTVE) Antonio Cuartero University ofMálaga FIAT/IFTA Media Studies Grant
  2. 2. Context • Facebook, Twitter, Instagram and YouTube has provided a new way of sharing and viewing the audio-visual heritage • The research analyze the strategies being used by two public service broadcasters, Canal Sur through “MemorANDA”, and RTVE (Spanish Radio and Television Corporation) through “Archivos de RTVE” INTRODUCTION FIAT/IFTA Media Studies Grant
  3. 3. • Thebarriers between digital life and real life are becoming blurred • Youngpeople arespending a decreasing amountof time watching televisión • Themobile phoneis the cornerstone of consumption by theyoungest audiences • Documentalists working in television archives have had to acquire a new role and new skills STATEOF ART State of art FIAT/IFTA Media Studies Grant
  4. 4. Objective The main objective of this research is to gain knowledge regarding the strategies used by MemorANDA and Archivo RTVE in bringing this content closer to the youngest audiences by using social networks. OBJECTIVE Research questions • What are the differences between RTVEand RTVA? • What audio-visual material is selected? • Do these web portals try to get the attention of young people by offering content of a political, social or cultural nature, or do they prefer to offer content related to infotainment or regional clichés? • What are the ways in which the audio-visual content of MemorANDA and Archivos RTVE can be disseminated among the youngest audiences through social networks? FIAT/IFTA Media Studies Grant
  5. 5. A qualitativeand quantitative approach The methodology we have used in this research combines both a qualitative andquantitative approach Content analysis In-depth interviews Survey METODOLOGHY FIAT/IFTA Media Studies Grant
  6. 6. Content analysis METODOLOGHY • A analysis sheet was created for this phase of the investigation divided in two blocks: o 1ªBlock: Twitter, Facebok and Instagram o 2ªBlock: YouTube • A pre-test was carried out on MemoraANDA's Twitter site inApril of 2019 FIAT/IFTA Media Studies Grant
  7. 7. In-depth interviews METODOLOGHY • Two interviews were carried out with the staff who manage the social networks at MemorANDAandArchivo RTVE o María Ángeles Martín, who is head of the Archive and Documentation Department of Canal Sur and concurrently the coordinator and community manager of MemorANDA o Víctor Peña, who is community manager of Archivos RTVE FIAT/IFTA Media Studies Grant
  8. 8. Survey METODOLOGHY • It is a prelimenary survey • It was very enlightening, with the collaboration of the I+D+i JUVEN-TV project entitled “New consumption versus old stereotypes: analysis of the viewing habits of Spanish youth with theircurrenttelevision offering” • Survey was carried out with 220 young Spanish university studentsduringthemonthofJune 2019 FIAT/IFTA Media Studies Grant
  9. 9. Strategies of MemorANDA and Archivo RTVE RESULTS • The two archives have somewhat different backgrounds on social networks o MemorANDA strategy focusing in the anniversaries because the precarious situation o Archivo RTVE use a clear strategy it shows a series of programmes or TV series during the week and uploads themin full onto its web space • Twitter is the cornerstone of the dissemination strategy of both archives 70% 27% 94% 6% 29% 71% 84% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% No Yes INSTAGRAM (ARCHIVO RTVE) No Yes FACEBOOK (ARCHIVO RTVE) No Yes TWITTER (MEMORANDA) No Yes TWITTER (ARCHIVO RTVE) Used of anniversaries by the archives FIAT/IFTA Media Studies Grant
  10. 10. The 1980s as the cornerstone of archivalprogramming RESULTS 0% 1% 2% 3% 4% 5% 6% 7% 1949 1948 1957 1964 1967 1969 1971 1973 1975 1977 1979 1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013 2015 2017 2019 Original date of the contents of Archivo RTVE Twitter account 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 1950 1960 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Original date of the contents of MemorANDA Twitter account FIAT/IFTA Media Studies Grant
  11. 11. Entertainment and regional stereotypes as a strategy in appealing to younger people RESULTS • The great variety of programmes and TV shows that can be seen from the archives of Archivo RTVE is a strategy that was intentional and specifically designed 4% 4% 5% 10% 2% 2% 4% 6% 3% 4% 4% 5% 4% 4% 12% 13% 1.90% 2.20% 4.20% 4.80% 0% 2% 4% 6% 8% 10% 12% 14% Gala Primer Aniversario de Canal 2 Andalucía Lo que yo te cante Todo caballo News YOUTUBE (MEMORANDA) Terculia con… Un, dos, tres 625 líneas Verano azul INSTAGRAM (ARCHIVO RTVE) Una hija más Autoretrato Hola Raffaella La bola de cristal FACEBOOK (ARCHIVO RTVE) Destino Andalucía La puerta del cante News Los reporteros TWITTER (MEMORANDA) De película Informe semanal Verano azul La bola de cristal TWITTER (ARCHIVO RTVE) The most shared programs FIAT/IFTA Media Studies Grant
  12. 12. RESULTS • Theentertainment format is predominant • Fiction is a centralpart of ArchivoRTVEstrategy 1% 2% 2% 37% 57% 0% 1% 17% 21% 54% 0% 5% 16% 18% 55% 0% 1% 0% 38% 57% 2% 5% 19% 20% 48% 0% 10% 20% 30% 40% 50% 60% Documentary Fiction Entertaiment Interview programs News INSTAGRAM (ARCHIVO RTVE) Documentary Fiction Entertaiment Interview programs News TWITTER (MEMORANDA) Documentary Fiction Entertaiment The most shared formats FIAT/IFTA Media Studies Grant Entertainment and regional stereotypes as a strategy in appealing to younger people
  13. 13. Entertainment and regional stereotypes as astrategy in appealing to younger people RESULTS • MemorANDAfocusing more inmusic • Cultural themes usually occupy third or fourth place in nearly all of the social networks and archives analysed 4% 6% 8% 40% 6% 13% 17% 49% 8% 13% 15% 44% 8% 8% 13% 28% 7% 9% 21% 36% 0% 10% 20% 30% 40% 50% 60% Horses Cultural Celebrities Music YOUTUBE (MEMORANDA) Films Music Others Television INSTAGRAM (ARCHIVO RTVE) Films Others Music Television FACEBOOK (ARCHIVO RTVE) Celebrities Cultural Others Music TWITTER (MEMORANDA) Cultural Films Music Television TWITTER (ARCHIVO RTVE) The most shared themes FIAT/IFTA Media Studies Grant
  14. 14. Entertainment and regional stereotypes as astrategy in appealing to younger people RESULTS • One of the most troubling aspects is the recurrence of regional and national clichés, especially those aimed at flamenco • 92% of all tweets related to music published by MemorANDA are about flamenco (8% only in the case of ArchivoRTVE) • Who is responsible for this situation? Is it the audience who demand this type of content, which in fact is the most successful, or does the responsibility lie with the broadcasters? FIAT/IFTA Media Studies Grant 59% 41% 100% 0% 97% 3.00% 22% 78% 92% 8% 0% 20% 40% 60% 80% 100% 120% No Yes YOUTUBE (MEMORANDA) No Yes INSTAGRAM (ARCHIVO RTVE) No Yes FACEBOOK (ARCHIVO RTVE) No Yes TWITTER (MEMORANDA) No Yes TWITTER (ARCHIVO RTVE) Presence of flamenco in the musical theme
  15. 15. Engagement andgoing viral: the key to interacting with young people RESULTS • For Archivo RTVE, 73% of its Twitter publications are established through a call, or invitation, for the user to participate, ask questions, respond, or simply reflect • MemorANDA misses valuable opportunities to increase its connection with the younger audience by not offering a more personal message FIAT/IFTA Media Studies Grant 1% 6% 39% 54% 0% 4% 74% 97% 1% 3% 10% 87% 8% 9% 73% 92% 0% 20% 40% 60% 80% 100% 120% User Promotion Dialogue Information INSTAGRAM (ARCHIVO RTVE) User Promotion Dialogue Information FACEBOOK (ARCHIVO RTVE) User Promotion Dialogue Information TWITTER (MEMORANDA) User Promotion Dialogue Information TWITTER (ARCHIVO RTVE) Type of function
  16. 16. Engagement andgoing viral: the key to interacting with young people RESULTS • Archivo RTVE uses video and images in all of the tweets and posts it publishes • MemorANDAdoes not include videos inits tweets FIAT/IFTA Media Studies Grant 0% 39% 61% 0% 47% 52% 0% 30% 70% 5% 40% 53% 0% 10% 20% 30% 40% 50% 60% 70% 80% Link Image Video INSTAGRAM (ARCHIVO RTVE) Link Image Video FACEBOOK (ARCHIVO RTVE) Link Image Video TWITTER (MEMORANDA) Link Image Video TWITTER (ARCHIVO RTVE) Type of content
  17. 17. Engagement and going viral: the key to interacting with young people RESULTS FIAT/IFTA Media Studies Grant
  18. 18. Engagement and going viral: the key to interacting with young people RESULTS FIAT/IFTA Media Studies Grant
  19. 19. Engagement and going viral: the key to interacting with young people RESULTS FIAT/IFTA Media Studies Grant
  20. 20. Engagement and going viral: the key to interacting with young people RESULTS • The survey data show that the archives have a minimal presence among the youngest audiences FIAT/IFTA Media Studies Grant 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Yes No No opinion 3% 43% 18% Young people who follow the Archivo RTVE and MemorANDA profiles in social network 0% 5% 10% 15% 20% 25% 30% 35% 40% Yes No No opinion 11% 36% 17% Young people who have watched or shared a historical video on social network
  21. 21. Engagement and going viral: the key to interacting with young people RESULTS FIAT/IFTA Media Studies Grant
  22. 22. Engagement and going viral: the key to interacting with young people RESULTS FIAT/IFTA Media Studies Grant • El Risitas is part of the world of memes • The videos featuring this character have become an internationally viral meme that has found tremendous success in France and Finland and inthe United States
  23. 23. CONCLUSIONS • ArchivoRTVEand MemorANDAsucceed in reachingthe youngest audiences, but theydosoindirectly • ArchivoRTVEis probably the most successful in this regard, bearing inmind the numberof staff it has on hand • MemorANDAis makinga Herculean effortto keepits Twitter and YouTubeprofiles up and running • Thestrategy followed byMemorANDAinmaking constant use of anniversaries results in its messages being disjointed and with no clear direction • Theoriginal broadcaster of these videos is lost in the virality • Perhaps the biggest problem found has been the repetition of regional clichés, especially in thecase of MemorANDA • Video and image as multimedia elements area key factor inachieving greater engagement with the audience • As public broadcasters, theyare responsible for safeguarding both television and public radio, but in theirsocial profiles, radio has disappeared • Thepresence of archives on social networks gives thema numberof advantages • Ifwe look at some of the videos that have gone viral, theyhave a common theme:feminism FIAT/IFTA Media Studies Grant
  24. 24. Thank you very much Antonio Cuartero - cuartero@uma.es University ofMalaga FIAT/IFTA Media Studies Grant

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