RT Journal Article
T1 Is an OTT Platform for Kids the Solution? An Analysis of Content and Strategies for Reaching Young Audiences in PSM in Catalonia
A1 Martori Muntsant, Aida
A1 Fernández Lombao, Tania
K1 PSM
K1 Children's programming
K1 Young audiences
K1 Innovation
K1 Platformisation
K1 OTT
AB Public service media (PSM) face challenges in their adaptation to the digital era within a context of platformisation, with young audiences being the least engaged with them. Taking a case-study approach, this article examines the  content and distribution strategies of Catalan PSM (CCMA) in Spain for reaching children and young people. Using a qualitative methodology consisting of content observation, document consultation, interviews and a focus group,  this study explores one of the main challenges for PSM, which is to connect with young audiences. The results show that budget cuts affected innovation within the CCMA, which in turn impacted on its creation of new programming  and its presence on digital platforms and in the digital sphere. An over-the-top (OTT) platform for children’s content was launched in 2022 after many years of hardly any new CCMA strategies for reaching this target audience.
PB Vita e Pensiero
SN 0392-8667
YR 2023
FD 2023
LK https://hdl.handle.net/10347/38203
UL https://hdl.handle.net/10347/38203
LA eng
NO Martori Muntsant, A. & Fernández Lombao, T. (2023). Is an ott platform for kids the solution? An analysis of content and strategies for reaching young audiences in PSM in Catalonia (Spain), Comunicazioni sociali, 3, 281-291
NO This paper is part of the activities of the research project “Public Service Media in the face of the platform ecosystem: public value management and evaluation models relevant for Spain” (PID2021-122386OBI00), funded by the Spanish Ministry of Science and Innovation, the Spanish State Research Agency, the European Regional Development Fund (ERDF), and the RTVE-USC Chair on Public Service Media in Europe
DS Minerva
RD 24 abr 2026