FACEBOOK LIVE AND SOCIAL TELEVISION: THE USE OF STREAMING IN ANTENA 3 AND LASEXTA

Digital technology provides narrative and interaction possibilities with the audience that have already begun to be exploited by televisions. One of the most recent is Facebook Live, which allows us, through Facebook, to broadcast live or streaming from a mobile device. The Atresmedia group adopted this tool in late 2016, both in Antena 3 and laSexta, incorporating it to certain profiles of these TV channels in the referred social network. These live broadcasts seek direct contact with the followers of the different television spaces and are part of a broader digital strategy, in which the social and the traditional audiences appear related. This piece of research focuses on analyzing how Atresmedia uses these live connections and if there is a strategy with some defined guidelines and objectives in the analyzed Facebook accounts, both in Antena 3 and laSexta.