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

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

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

• 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

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?

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

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

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

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

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

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

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
Una hija más
Autoretrato
Hola Raffaella
La bola de cristal
Destino Andalucía
La puerta del cante
News
Los reporteros
TWITTER (MEMORANDA)
De película
Informe semanal
Verano azul
La bola de cristal
The most shared programs

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
Documentary
Fiction
Entertaiment
Interview programs
News
TWITTER (MEMORANDA)
Documentary
Fiction
Entertaiment
The most shared formats
Entertainment and regional
stereotypes as a strategy in

Entertainment and regional stereotypes as astrategy in
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
Films
Others
Music
Television
Celebrities
Cultural
Others
Music
TWITTER (MEMORANDA)
Cultural
Films
Music
Television
The most shared themes

Entertainment and regional stereotypes as astrategy in
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?
59%
41%
100%
0%
97%
3.00%
22%
78%
92%
8%
0% 20% 40% 60% 80% 100% 120%
No
Yes
YOUTUBE (MEMORANDA)
No
Yes
No
Yes
No
Yes
TWITTER (MEMORANDA)
No
Yes
Presence of flamenco in the musical theme

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
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
User
Promotion
Dialogue
Information
User
Promotion
Dialogue
Information
TWITTER (MEMORANDA)
User
Promotion
Dialogue
Information
Type of function

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
0%
39%
61%
0%
47%
52%
0%
30%
70%
5%
40%
53%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Link
Image
Video
Link
Image
Video
Link
Image
Video
TWITTER (MEMORANDA)
Link
Image
Video
Type of content

Engagement and going viral: the key to interacting with
young people
RESULTS

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
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

Engagement and going viral: the key to interacting with
young people
RESULTS
• 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

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

Thank you very much
Antonio Cuartero - cuartero@uma.es
University ofMalaga

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