The promotion of values through the content structure in RTVE Play and Atresplayer

Abstract

Corporate identity in television as a way of transmitting the values represented by a given channel is configured through different communicative elements that build this image. The constant evolution of the media system promoted by the Internet, digital environments and VOD platforms implies a transformation of the communicative strategy of television corporate identity. This research carries out an exploratory and descriptive analysis to determine whether the organisation of content on the television platforms of Atresmedia and RTVE, Atresplayer and RTVE Play respectively, disseminate the values with which the media corporations identify and wish to transmit to their audience. Using a methodology based on content analysis, the sections and subsections of the platforms have been mapped and their contents and categorisation have been qualitatively analysed in order to establish a relationship between these structures and the values with which each corporation represents itself. The results suggest that the organisation of content reflects the structural nature of each television station. The public television platform focuses on offering generalist and pluralistic content that addresses the social values that are part of its identity. On the other hand, Atremesdia’s platform reflects an interest in promoting its own content, seeking a promotional scope in the organisation of content, with hardly any relation to the values it represents.