Intersections between TikTok and TV: Channels and programmes thinking outside the box

Abstract

The rise of the TikTok social network has caused the media to confront the younger generation. The platform, which hosts dances, challenges, and funny short videos, has unique features that force a reinvention of social networking strategies. Television has become social and has expanded to new platforms, while young people are abandoning the consumption of traditional television. In this study, we explore—for the first time—the presence of television channels and programmes on TikTok and an analysis of the main strategies shown in the 133 found profiles. The results describe a first exploratory phase that lacks specific strategies in most cases, while examples adapted to the logic of the social network emerge: content with a fun and simple tone, with participation in challenges and trends of the moment, as well as a positioning of the brand to—gradually—approach its future potential audiences