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Abstract(s)
A Comunicação Estratégica Digital na Indústria Televisiva é um tema importante e relevante nos dias de hoje. A era digital transformou-se significativamente tal como a forma das emissoras de televisão se relacionarem com o público e entregarem o seu conteúdo. Neste contexto, a Comunicação Estratégica desempenha um papel crucial para garantir o envolvimento do público, a construção da imagem da marca e a sustentabilidade num ambiente altamente competitivo da indústria televisiva. Neste contexto o estudo da Comunicação Estratégica Digital é relevante, pois permite às emissoras televisivas que alcancem seu público de maneira mais eficaz, promovam os seus produtos televisivos, interajam diretamente com os telespectadores, criando uma experiência mais envolvente e personalizada em torno do universo da “televisão digital”. O objetivo do presente relatório de estágio é avaliar a Comunicação Estratégica Digital da Média Capital Digital, a unidade de negócio dentro do Grupo Media Capital que gere toda a infraestrutura que incorpora o streaming, na gestão das redes sociais Instagram e Facebook da TVI. É pretendido também compreender e avaliar a perceção e comportamento do público perante os conteúdos digitais partilhados pela TVI, analisar quais as estratégias de comunicação utilizadas pela TVI nas suas redes sociais e finalmente compreender quais os programas de entretenimento com maiores resultados nas diferentes plataformas digitais do canal. Desta forma, para dar resposta à questão de partida: “Qual o impacto da Comunicação Estratégica Digital na gestão das redes sociais da TVI.” foi realizada uma metodologia mista, tendo como principais métodos, o inquérito por questionário aos seguidores da TVI e uma entrevista exploratória à coordenadora da Media Capital Digital, Joana Cabral.
Strategic Digital Communication in the television industry is an important and relevant topic today. The digital age has significantly transformed the way broadcasters engage with their audiences and deliver their content. In this context, Strategic Communication plays a crucial role in ensuring audience engagement, brand image building and sustainability in a highly competitive environment of the television industry. In this context the study of Digital Strategic Communication is relevant, as it allows broadcasters to reach their audience more effectively, promote their television products, interact directly with viewers, creating a more engaging and personalized experience around the universe of "digital television". The objective of this internship report is to evaluate the Digital Strategic Communication of Media Capital Digital, the business unit within the Media Capital Group that manages the entire infrastructure that incorporates streaming, in the management of TVI's Instagram and Facebook social networks. It is also intended to understand and evaluate the public's perception and behavior towards the digital content shared by TVI, to analyze which communication strategies TVI uses in its social networks and finally to understand which entertainment programs have the highest results on the channel's different digital platforms. Therefore, according to the starting question: "What is the impact of Digital Strategic Communication on the management of TVI's social networks?" a mixed methodology was carried out, having as main methods, the questionnaire survey to TVI followers and an exploratory interview with the coordinator of Media Capital Digital, Joana Cabral.
Strategic Digital Communication in the television industry is an important and relevant topic today. The digital age has significantly transformed the way broadcasters engage with their audiences and deliver their content. In this context, Strategic Communication plays a crucial role in ensuring audience engagement, brand image building and sustainability in a highly competitive environment of the television industry. In this context the study of Digital Strategic Communication is relevant, as it allows broadcasters to reach their audience more effectively, promote their television products, interact directly with viewers, creating a more engaging and personalized experience around the universe of "digital television". The objective of this internship report is to evaluate the Digital Strategic Communication of Media Capital Digital, the business unit within the Media Capital Group that manages the entire infrastructure that incorporates streaming, in the management of TVI's Instagram and Facebook social networks. It is also intended to understand and evaluate the public's perception and behavior towards the digital content shared by TVI, to analyze which communication strategies TVI uses in its social networks and finally to understand which entertainment programs have the highest results on the channel's different digital platforms. Therefore, according to the starting question: "What is the impact of Digital Strategic Communication on the management of TVI's social networks?" a mixed methodology was carried out, having as main methods, the questionnaire survey to TVI followers and an exploratory interview with the coordinator of Media Capital Digital, Joana Cabral.
Description
Keywords
Comunicação estratégica Comunicação estratégica digital Redes sociais Televisão Entretenimento televisivo Strategic communication Digital strategic communication Social networks Television Television entertainment