{"id":160,"date":"2007-06-02T22:58:42","date_gmt":"2007-06-02T20:58:42","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=160"},"modified":"2007-06-02T23:03:53","modified_gmt":"2007-06-02T21:03:53","slug":"tv-que-determina-la-programacion","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2007\/06\/02\/tv-que-determina-la-programacion\/","title":{"rendered":"[TV] Qu\u00e9 determina la programaci\u00f3n"},"content":{"rendered":"<p>En <em>La Vanguardia<\/em> de este jueves Mart\u00edn Zuriaga dedicaba media p\u00e1gina a \u00ab<a href=\"http:\/\/www.lavanguardia.es\/premium\/epaper\/20070531\/51355380297.html\" target=\"_blank\">Los peque\u00f1os trucos para ara\u00f1ar audiencia<\/a>\u00ab. Destaco algunas frases a modo de resumen, aunque puedan ser obvias:<\/p>\n<ul>\n<li>\u00abse programa en funci\u00f3n del horario, el tipo de p\u00fablico y tambi\u00e9n de lo que hace la competencia\u00bb<\/li>\n<li>\u00ablos <a href=\"http:\/\/downloadingmassmedia.blogspot.com\/2006\/02\/tv-algunos-programas-suprimidos.html\">fracasos televisivos<\/a> rondan el 80%\u00bb<\/li>\n<li>\u00abtodos los estrenos vienen precedidos de estudios de mercado y de audiencias elaborados por departamentos de marketing en los que se analizan los huecos para programar un formato determinado, qu\u00e9 caracter\u00edsticas deben tener, cu\u00e1nto tienen que durar y d\u00f3nde deben estar los cortes publicitarios.\u00bb De esto \u00faltimo se olvidan la mayor\u00eda de las veces en series extranjeras \u00a1y c\u00f3mo las destrozan!<\/li>\n<li>llama\u00a0<em>microprogramaci\u00f3n<\/em> al conjunto de t\u00e1cticas para rascar unos puntos de cuota de pantalla iniciando un programa momentos antes que la competencia o\u00a0aprovechando sus cortes publicitarios, otro ejemplo que pone es el desastre que supone para los seguidores de una serie que la retrasen porque la competencia tiene programado futbol.<\/li>\n<li>tambi\u00e9n habla del arrastre de audiencia\u00a0en el caso de \u00abHouse\u00bb y \u00abCuenta atr\u00e1s\u00bb.<\/li>\n<\/ul>\n<p>Este minireportaje me ha recordado una secci\u00f3n de Homo Telespectator que a\u00fan no he pasado a <a href=\"http:\/\/www.evasanagustin.com\/telewiki\">TeleWiki<\/a> dedicado a <strong>pol\u00edticas de programaci\u00f3n<\/strong>. Resumo:<\/p>\n<p><!--more--><\/p>\n<p><strong><em>Factores que determinan la programaci\u00f3n<\/em><\/strong><\/p>\n<ol>\n<li><strong>Perfil<\/strong> de la cadena<\/li>\n<ul>\n<li>Tipo de gesti\u00f3n o titularidad<\/li>\n<li>Accionariado mayoritario<\/li>\n<li>\u00c1mbito geogr\u00e1fico<\/li>\n<li>Tecnolog\u00eda de transmisi\u00f3n<\/li>\n<li>Referencias hist\u00f3ricas<\/li>\n<li>Datos cuantitativos y cualitativos de su audiencia<\/li>\n<\/ul>\n<li><strong>Competencia<\/strong> entre cadenas<\/li>\n<li>Investigaciones de <strong>audiencia<\/strong><\/li>\n<li><strong>Legislaci\u00f3n<\/strong><\/li>\n<li><strong>Estrategias de programaci\u00f3n<\/strong><\/li>\n<\/ol>\n<p><strong><em>Estrategias para situar la publicidad<\/em><\/strong><\/p>\n<ul>\n<li><strong>Avanzar la pausa<\/strong>. El espectador cambiar\u00e1 de canal pero en la otra cadena tambi\u00e9n encontrar\u00e1 publicidad y volver\u00e1 a la que acabe antes (puesto que m\u00e1s o menos los cortes duran igual, ser\u00e1 la que ha avanzado la pausa).<\/li>\n<li><strong>Igualar la pausa<\/strong>. Para ver publicidad en los otros canales, el espectador prefiere el que ya estaba viendo. Las cadenas no dejan que la competencia vea sus programas y as\u00ed no se puede robar audiencia.<\/li>\n<li><strong>No hacer pausa o retrasarla<\/strong>. Aprovechar el zapping de los otros canales y no hacer corte hasta tener a la audiencia retenida en la nueva cadena.<\/li>\n<\/ul>\n<p>Anteriormente&#8230; <a href=\"http:\/\/downloadingmassmedia.blogspot.com\/2005\/02\/tv-financiacin-de-televisin.html\">financiaci\u00f3n<\/a>, <a href=\"http:\/\/downloadingmassmedia.blogspot.com\/2005\/02\/tv-modelos-de-televisin.html\">modelos de televisi\u00f3n<\/a>\u00a0y <a href=\"http:\/\/downloadingmassmedia.blogspot.com\/2006\/04\/tv-medir-el-xito-de-una-cadena.html\">medir el \u00e9xito de una cadena<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En La Vanguardia de este jueves Mart\u00edn Zuriaga dedicaba media p\u00e1gina a \u00abLos peque\u00f1os trucos para ara\u00f1ar audiencia\u00ab. Destaco algunas frases a modo de resumen, aunque puedan ser obvias: \u00abse programa en funci\u00f3n del horario, el tipo de p\u00fablico y tambi\u00e9n de lo que hace la competencia\u00bb \u00ablos fracasos televisivos rondan el 80%\u00bb \u00abtodos los [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[3],"tags":[13,37,203],"class_list":["post-160","post","type-post","status-publish","format-standard","hentry","category-television","tag-audiencias","tag-estrenos-de-television","tag-programacion-de-television"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/160","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=160"}],"version-history":[{"count":0,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/160\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=160"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=160"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=160"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}