Multiplatform strategies of Euskal Irrati Telebista [Basque Radio Television] aimed at new audiences: The challenges ofpublic television in a minority language

The broadcasting industry and consumer habits have undergone a profound change since the arrival and subsequent monopoly of online or over-the-top (OTT) content platforms. Children's and youth audiences tune in less and less to public television channels, which have seen an irreversible decline in their audiences. Euskal Irrati Telebista [Basque Radio Television] (EITB) has seen its audience share reduce by more than half since 2004, and the digitisation of its content is a matter of survival if it wants to compete with the OTT services. This paper aims to identify the recent multiplatform strategies implemented by EITB to attract new audiences; and to analyse whether they are consistent with its public service mandate both to promote the Basque language and to prioritise children and youth as key audiences.