O comportamento do público e as estratégias multiplataforma
O caminho para a televisão conectada na Espanha
Resumo
A convergência entre a televisão e a internet está mudando profundamente o mercado audiovisual. A televisão conectada se oferece através de um amplo leque de dispositivos capazes de se conectar a internet. Levando em consideração o ponto de vista do público, esse artigo propõe descrever as estratégias empregadas por empresas de televisão para suas carteiras multiplataforma e o impacto desse novo contexto nas empresas tradicionais de televisão de pago. As principais fontes são informes professionais, estudos de casos e uma enquete original levada a cabo em Espanha.
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