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Quaderns Del CAC 42, Vol 42 QUADERNS DEL CAC Audiovisual OTT, nuevas fronteras y desafíos 2016 Vol. XIX - julio 2016 ISSN (electrónico): 2014-2242 / www.cac.cat QUADERNS DEL CAC 42, vol. XIX - julio 2016 Consejo editorial: Salvador Alsius (editor), Victòria Camps, Dolors Comas d’Argemir, Rafael Jorba, Elisenda Malaret, Santiago Ramentol, Joan Manuel Tresserras Dirección: Emili Prado Consejo de redacción: Sylvia Montilla (coordinadora general) y Carles Llorens (editor de Crítica de libros) Redacción: Imma Cabré, Davínia Ligero, Esther Rodríguez, Martí Petit y Judit Quaderns del CAC es una revista electrónica anual que se pu- López blica el mes de julio en catalán, castellano e inglés. Se ha edi- tado en papel en catalán desde el número 1 (año 1998) al Consejo asesor científico: número 35 (diciembre de 2010). Monica Ariño (Ofcom, Londres), Lluís Bonet (Universitat de Barcelona), Milly Buonanno (Università degli Studi di Roma “La La revista desea motivar el análisis y debate críticos sobre la Sapienza”), Enrique Bustamante (Universidad Complutense de cultura y los medios audiovisuales en el mundo contemporáneo. Madrid), Marc Carrillo (Universitat Pompeu Fabra, Barcelona), Editada por el Consejo del Audiovisual de Cataluña, pretende Divina Frau-Meigs (Université Paris 3-Sorbonne), Ángel García ser una plataforma de aproximación al campo de la comunica- Castillejo, Maria Jesús García Morales (Universitat Autònoma de ción y de la cultura audiovisual desde diferentes perspectivas Barcelona), François Jongen (Université Catholique de Louvain), disciplinarias, y con una atención particular a la investigación Margarita Ledo (Universidade de Santiago de Compostela), Joan europea e internacional. Majó (Cercle per al Coneixement), Jesús Martin Barbero (Universidad Nacional de Colombia, Bogotá), Andrea Millwood Hargrave La sección “Artículos” se compone de textos originales e inédi- (International Institute of Communications, Oxford University), tos que la revista somete a un proceso de doble revisión ciega Miquel de Moragas (Universitat Autonòma de Barcelona), Nancy por pares, después de una valoración inicial de calidad y ade- Morris (Temple University, Filadelfia), Tomás de la Quadra-Salcedo cuación por parte del Consejo de redacción. La publicación se (Universidad Complutense de Madrid), Alessandro Pace (Università compromete a informar a los autoes y autoras del resultado degli Studi di Roma “La Sapienza”), Jordi Pericot (Universitat positivo o negativo de la evaluación de los artíclos en un plazo Pompeu Fabra, Barcelona), Francisco Pinto Balsemão (Consejo máximo de un mes y medio tras la presentación del artículo. Europeo de Editores), Monroe E. Price (University of Pennsylvania), Artemi Rallo (Universitat Jaume I, Castellón), Philip Schlesinger Las normas de estilo para presentar artículos y críticas de libros (Glasgow University), Miquel Tresserras (Universitat Ramon Llull, se publican en las páginas finales de cada número. Barcelona), Imma Tubella (Universitat Oberta de Catalunya), Manuel Ángel Vázquez Medel (Universidad de Sevilla), George Las opiniones expresadas en los artículos publicados en Qua- Yúdice (University of Miami), Ramón Zallo (Universidad del País derns del CAC pertenecen a los autores y autoras de los textos Vasco/Euskal Herriko Unibertsitatea). y no son compartidas necesariamente por la revista. Consejo del Audiovisual de Cataluña Presidente: Roger Loppacher i Crehuet Vicepresidente: Salvador Alsius Clavera Depósito legal: B.21286-2011 (castellano versión electrónica) Consejero secretario: Daniel Sirera Bellés ISSN (papel): 1138-9761 / ISSN (electrónico): 2014-2242 Consejeras y consejero: Carme Figueras i Siñol, Yvonne Griley i http://www.cac.cat Martínez y Eva Parera i Escrichs E-mail: [email protected] c. dels Vergos, 36-42 - 08017 Barcelona Tel. 93 557 50 00 - Fax 93 557 00 01 www.cac.cat - [email protected] QUADERNS ISSN (electrónico): 2014-2242 / www.cac.cat DEL CAC Sumario Presentación 3 Crítica de libros 89 Tema monográfico: Audiovisual OTT, nuevas fronteras y TERESA OJER GOÑI desafíos 5 LANDAU, N. TV Outside the Box. Trailblazing in the Digital Television Revolution 89 VINCENT BULLICH Y THOMAS GUIGNARD Estrategias y normativas de los servicios OTT en el marco de ELENA NEIRA los EE.UU. (2005-2015) 5 WOLK, A. Over the top: How the Internet is (slowly but surely) changing the Television Industry 91 MARTA ALBÚJAR VILLARRUBIA Las plataformas OTT para la distribución de contenidos JESSICA IZQUIERDO CASTILLO audiovisuales: ¿una amenaza para el duopolio de la televisión en NEIRA, E. La otra pantalla: redes sociales, móviles y la nueva abierto en España? 21 televisión 93 IDOIA PORTILLA Y MERCEDES MEDINA Estrategias de monetización y datos de audiencia en los vídeos en línea. El caso de Atresmedia 29 Agenda 95 PABLO GÓMEZ-DOMÍNGUEZ Y REINALD BESALÚ CASADEMONT Revista de libros 95 Televisión móvil y social en Cataluña. La audiencia y la Revista de revistas 99 interacción en las aplicaciones móviles y los perfiles de redes Revista de webs 103 sociales corporativos de las televisiones catalanas 41 Guía para la presentación de artículos 107 ISABEL VILLANUEVA BENITO Guía para la presentación de críticas 109 Estrategia audiovisual de la ópera en internet: hacia la búsqueda de nuevos públicos mediáticos 55 Artículos 67 CARLOS LÓPEZ-OLANO La evolución de la base legal de Radiotelevisió Valenciana. Perspectivas de futuro 65 MATILDE DELGADO, BELÉN MONCLÚS Y SHEILA GUERRERO Reality TV como laboratorio de experimentación para nuevas formas de integración publicitaria en los canales generalistas de TDT en España 77 1 Quaderns del CAC 42, vol. XIX - julio 2016 QUADERNS ISSN (electrónico): 2014-2242 / www.cac.cat DEL CAC Presentación Les presentamos un nuevo número de Quaderns del CAC que ha querido explorar el fenómeno de los servicios audiovisuales OTT (over-the-top). Bajo esta etiqueta se agrupan los servicios audiovisuales que ofrecen contenidos televisivos y videográficos directamente accesibles en Internet. El repertorio de actividades es diverso y abarca desde la simple difusión en streaming de la señal de un canal de televisión estándar en paralelo a su distribución habitual, al acceso a la programación de la última semana (catch-up), o el acceso “a la carta”, pasando por los repositorios de cine, de televisión, de contenidos generados por los usuarios, mixtos, los canales de televisión en internet, los videoblogs o las redes sociales de vídeo. La multiplicidad de contenidos accesibles en red y desde cualquier dispositivo con pantalla conectable a internet ha estimulado la diversidad de las formas de consumo y ha abierto la puerta a nuevas actividades de los prestadores tradicionales y a nuevos actores entrantes, de diversa talla: desde los grandes conglomerados a iniciativas comunitarias, de grupos de interés e incluso individuales. Los cambios derivados de estas prácticas inducen alteraciones en la cadena de valor del audiovisual, la medición de las audiencias, el régimen de acceso a los contenidos y la monetización. Estos y otros aspectos, en sus manifestaciones más globales o particulares, están presentes en los artículos que forman el monográfico. Para empezar, el artículo de Vincent Bullich y Thomas Guignard, Estrategias y normativas de los servicios OTT en el marco de los EE.UU. (2005-2015) explora, a partir de la experiencia del mercado más maduro, el norteamericano, la dimensión de los cambios estratégicos para el conjunto del sector audiovisual, sea en el aspecto productivo, sea en el del consumo de los contenidos que se sitúan en la centralidad del sistema. Constatan el crecimiento de la OTT al tiempo que identifican sus particularidades, como el valor estratégico delBig Data o de los contenidos originales, y se interrogan sobre las nuevas potencialidades publicitarias. Los autores abordan también los desafíos derivados del nuevo escenario para una regulación pensada para la televisión lineal, cuya salud, por cierto, certifican. Marta Albújar analiza en el texto Las plataformas OTT para la distribución de contenidos audiovisuales: ¿una amenaza para el duopolio de la televisión en abierto en España? las peculiaridades del hiperconcentrado mercado español y su influencia en las perspectivas de implantación de los servicios OTT, analizándolo en contraste con los principales rasgos de la implantación en Estados Unidos. Idoia Portilla y Mercedes Medina, en Estrategias de monetización y datos de audiencia en los vídeos en línea. El caso de Atresmedia, estudian las prácticas de un grupo de comunicación y se focalizan en las necesidades de monetizar su oferta de contenidos en línea y del conocimiento de datos de las audiencias que necesitan para conseguirlo. El artículo de Pablo Gómez-Domínguez y Reinald Besalú Casademont, Televisión móvil y social en Cataluña. La audiencia y la interacción en las aplicaciones móviles y los perfiles de redes sociales corporativos de las televisiones catalanas aportan un análisis sobre uno de los cambios más destacados de la relación de la televisión con internet, la televisión social, y exploran el caso de Cataluña, ilustrando los mecanismos de participación y el rol del móvil en este proceso. Finalmente, el artículo de Isabel Villanueva Estrategia audiovisual de la ópera en internet: hacia la búsqueda de nuevos públicos mediáticos, ilustra hasta qué punto la necesidad de contenidos está en el centro de la relación entre el audiovisual e Internet y como de esta demanda surge la oportunidad de circulación global para una disciplina artística hasta ahora de circuitos restringidos. En la sección
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