La ficción como herramienta de retención de la audiencia más joven. El caso de Playz en YouTube

  1. Maria Luisa García Guardia 1
  2. Jorge Clemente Mediavilla 1
  3. Luis Miguel Calvo Triviño 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Journal:
Creatividad y sociedad: revista de la Asociación para la Creatividad

ISSN: 1578-214X,  1887-7370

Year of publication: 2021

Issue: 34

Pages: 159-178

Type: Article

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More publications in: Creatividad y sociedad: revista de la Asociación para la Creatividad

Abstract

This paper shall overview the role of scripted content in the RTVE Playz catallogue in You Tube when it is nearly 3 years time since the release of the new young-targeted platform. This digital space was created by the Digital Area (Interactivos) of Radio Televisión Española under the name of Playz with strong focus on teenagers and youngest segment as they are more and more away from traditional linear broadcast TV. All of this following a liquid content distribution strategy mixing the use of O&O channels together with Social Media channels like YouTube. This study brings data related to the eficiency of creativity of scripted content in terms of views and watch time to better understand the relevance of scripted content as a hook for Young audience in Public Spanish TV broadcaster RTVE.

Data source: Dialnet