Abstract
The current interrelation between social media and the audio-visual industry has required traditional broadcasters to extend their programming strategies outside the box. TV fiction is a suitable genre to test new forms of audience loyalty, which is essential in a highly competitive environment. In this article, we present results regarding the actions of the industry through a content analysis of the official Twitter profiles of the most-watched series in Spain and the United Kingdom. We conclude that both market strategies revolve around the linear broadcast. However, Spanish channels are more aggressive in their actions to stimulate social conversation.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
