The effects of COVID19 on Ecuadorian analogue television and WebTV an opportunity to establish relationship marketing models with the audience

Abstract

The COVID19 health crisis is playing a leading part in television worldwide. TV is taking a leading role in its role of offering information and entertainment to citizens. This research reflects on the capacity of Ecuadorian television to capitalize on the short and medium term the recovery of non-existing audiences, especially youth audiences, who are now turning to linear and digital platforms. Interviews with representatives of the main national television stations and academic experts in communication have been carried out to reflect on the internal and external aspects that affect innovation in the Ecuadorian television sector and COVID19 effects on the digital platform. In addition, a descriptive analysis of the main consumption metrics of the WebTV of the largest channels was carried out. Also, two discussion groups took place with students in the field of Communication in order to understand their perspective on national TV in the current crisis. The information, flag of the Ecuadorian TV currently provides a great audience to linear and digital television. The article casts light on the existence of a television with structural problems that prevent it from adopting innovative strategies. Young audiences do not adopt national television as ours. The credibility factor and the apathy produced by the grill offer are some of the main aspects that prevent these audiences from connecting with the medium, both in its linear and digital platforms.