Examinando por Autor "Cervi, Laura"

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Expansion of the core business of traditional media companies in Spain through SVOD services
(Communication & Society, 2022) Alcolea-Díaz, Gema; Marín-Lladó, Carles; Cervi, Laura
The strategic importance of the internet for television became evident in the early 2000s, even destabilizing its very concept and finally resulting in convergence towards a profound transformation of the sector. The introduction of global over-the- top (OTT) media services into local markets has led to strategic changes in multimedia groups. This study considers the subscription video-on-demand (SVOD) services of Atresmedia and Mediaset España, the two main traditional media organizations in Spain that form a duopoly in the country’s commercial television sector, with the aim of understanding and evaluating their positioning strategy in this market and the results obtained through the diversification of their core business. Based on an analysis of their content, price, and promotion policies and the results in terms of subscriptions and revenues, slight differences emerge regarding the strategy and scope of these two groups in their own environment in the sector. They compete for customers to achieve growth in the audiovisual market while seeking to retain a cross-media, multiplatform audience, as well as expand their core business of commercial linear television against a background of a reduction of advertising spend on television and the expected increase of hybrid financing models.
Mujeres directivas de televisión: entre el liderazgo y las desigualdades de género. El caso español.
(Historia y Comunicación Social, 2022) Marín-Lladó, Carles; Cervi, Laura; Alcolea-Díaz, Gema
El liderazgo femenino en empresas de televisión en España está lejos de consolidarse, a pesar de los grandes avances en Europa y en otros países desarrollados en la última década. El objetivo de este estudio es observar cómo la masculinización del poder y los estereotipos de género continúan provocando un lastre en el ascenso de la mujer en puestos directivos de alto nivel en televisión. El método utilizado ha sido el análisis cualitativo, a partir de la entrevista personalizada. Los resultados muestran no solo las dificultades de la mujer en su trabajo como directiva, así como las trabas que sufre en la construcción de su propio liderazgo, sino la problemática que entraña la búsqueda, lenta y complicada, de la igualdad entre mujeres y hombres en la sociedad actual.