Catalysts of Change: Technological Innovations Shaping Spanish Public Proximity Media

Abstract

Technological innovation is transforming local public media. New tools, applications, and platforms are allowing it to improve its reach, the quality of the content it broadcasts, and its interaction with audiences. We set out to determine the main lines of action in the technological innovations adopted by Spanish regional public service media. We conducted a qualitative study based on corporate documentary analysis and in-depth interviews with the heads of the innovation and technological support areas of the four regional corporations with the largest budgets: Corporación de Radio y Televisión de Galicia (CRTVG), Euskal Irrati Telebista-Radio (EiTB), Corporació Catalana de Mitjans Audiovisuals (CCMA), and Radio y Televisión de Andalucía (RTVA). The results showed that, without neglecting their social commitment, technological innovation was one of the main axes in the strategic plans of the organisations studied. The use of new technologies in their adaptation to the current audiovisual ecosystem represents changes in creation, distribution, and management.

Keywords

• technological innovation
• public service media
• proximity
• CRTVG
• EíTB
• CCMA