From pay-TV to video-on-demand. An analysis of the first season of Movistar+’s strat-egy of original fiction production

Abstract

The article analyzes the first season of the original fiction strategy by the pay-TV platform Movistar+. Alt-hough it was announced at the end of 2014, its first series was not released until September 2017, which was followed by seven more series until June 2018. The research is based on a double hypothesis. First, this strategy of original fiction showed the transformation of the traditional model of pay-TV into a new model of distribution focused on video-on-demand. Second, this transformation was made seeking to as-sociate the Movistar+ brand with values related to difference and quality. The examination of the eight se-ries released in this period allows us to observe the transformation of the production model of pay televi-sion in search of a personalized consumption.

Keywords

• ficción televisiva
• televisión de pago
• servicios de vídeo bajo demanda
• Movistar+
• producción televisiva
• distribución televisiva
• consumo personalizado