Hacia el Total View y la medición integrada: la televisión pública y su conexión con la audiencia

Total Brand / Total View / Total Audience, total, integrated and crossmedia measurement, is the immediate final destination of the changes that are being made in audience measurement systems. Although not all the value is quantitative, public television, like the rest of the media in the current digital communication ecosystem, faces the challenges of this profound transformation and also adapts its way of connecting with the public. Most of them with a long history, the public televisions assume immersed in a set of concerns (economic, model, etc.) the new open competition scenario with the coexistence of linear diffusion, deferred fashion (VoD / OTT) and consumption in mobility, while the value of the conversation is privatized and the phenomenon of social TV readapted. The channels are forced to rethink new links with their audience without losing the essence that characterizes them. The predominant measurement system, the audimetry, gives way to new metrics needed in the convergence space where multiple screens charge a special role in the consumption options. It is therefore necessary to review the trends of audience measurement on TV and reflect on the path that public television must travel to connect with the recent generations of digital audiences.