![]() Picard (Eds.), Policy and marketing strategies for digital media. 12 Digital media and the roots of marketing strategy. Innovation in the media: The road to change. Minsterio de Industria, Turismo y Comercio. Revista Latina de Comunicación Social, 70, 252–269. The impact of digitalization on the strategies of pay TV in Spain. Audience behaviour and multiplatform strategies: The path towards connected TV in Spain. Doctoral Thesis, Universitat Autònoma de Barcelona. Concentración de empresas de comunicación y el pluralismo: la acción de la Unión Europea. Reuters institute digital news report 2013. Law 8/2009, August 28, of Funding for the Spanish Corporation of Radio and Television. Law 7/2010, March 31, of Audiovisual Communication (LGCA). Law 30/2005, December 29, of General Spanish State Budget for 2006. Law 10/2005, June 14, of Urgent Measures to Foster Digital Terrestrial Television, Cable Television Liberalization and Promotion of Pluralism. Law 10/1988, May 3, of Commercial Television. International Journal of Digital Television, 3(3), 289–307. Digital terrestrial television rollout policies in Spain and the changing scene of television in the context of analogue switch-off. Madrid: AIMC.įernández, I., & Díaz-González, M. Cambridge: Cambridge University Press.ĮGM. El mercado de la televisión en España: oligopolio. This process is experimental and the keywords may be updated as the learning algorithm improves.Īrtero, J. These keywords were added by machine and not by the authors. This chapter recommends a more ambitious framework, including fostering the growth of media labs and city media clusters and supporting initiatives to improve the formation of talent able to navigate new market realities. The media sector’s entrepreneurship problems might be part of larger problems: to create companies and hire people is still quite difficult and relatively expensive. Spain lacks a coherent innovation and entrepreneurship policy. The regulation and public policies to promote and foster innovation in the news media industry have mainly focussed on fostering Digital Terrestrial Television, competition in the audiovisual sector, and entrepreneurship and establishing intellectual property rights laws. This chapter also shows that the Spanish government regulatory and policy actions are favouring more innovation in the telecommunications sector than in the media. Most Spanish news media companies still offer a ‘menu’ that seems a mere imitation and repetition of ‘glories’ from the past. The need for daring solutions is pressing in a context with fewer resources to cope with the change. ![]() The Spanish news media industry was hit hard by the recent financial crisis eroding growth and advertising revenues. ![]()
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