The application of transmedia and interactive possibilities in serial fiction productions of Antena 3: analysis of the Planeta stage (2003-2010)

Abstract

The private broadcaster Antena 3 has developed a strategic

repositioning based on the values of modernity, technological

innovation, participation and interaction in recent years (especially

since they decided to introduce the 3.0 project in May

2009), while began to bet on the fiction as the key macrogenre

in their offer. From this starting point, we propose with

this research to highlight the strategies set by the channel to

extend the life of fiction serial productions beyond its broadcast

in television media asking, therefore, a transmedia narrative.

For this reason, we will observe the use made of the web,

as well as other communication possibilities such as creating

video games. In order to do this, we use a specific sample of

the series included in the nightly prime time (main time strip

in terms of audience) for the period 2003 (the year of the

beginning of its fourth and current business stage in charge of

Grupo Planeta DeAgostini) and 2010 (at which time the analog

switch off occurs in Spain). Therefore, we establish, as the

main objective, to get known about the process of adaptation

that the television is making into new communication practices

focused on the consumer (as the transmedia narrative) as

well as the use of strategies that are related to those types of

technologies with interactive features.