Juan Pablo Artero

New Business Models for the Media: The Spanish Case

Since the settlement of democracy in Spain in 1976, two fundamental stages in the development of the mass media can be distinguished (Arrese, Artero and Herrero, 2009). The first stage, from 1976 to 1989, can be identified as the stage of ‘normative/legal development’. This enabled a shift from censorship to freedom of expression; from a state-run media system to a system in which private-run media have increasing importance; and from a centralised media and communication policy to a decentralised one, mainly on account of the influence of the European Union (EU). This period ended in 1989 with the granting of the first three licences to commercial television channels. The second stage, from 1989 to 2000, signalled the managerial development of the media sector. It was characterised by the formation of big media and multimedia groups and the creation of an information hyper-sector, in the midst of the spectacular development of information technologies and the liberalisation of telecommunication markets, which became highly globalised.

Media and telecommunications concentration in Spain (1984–2012)

Media concentration has always been a controversial topic. In any media market, the dominant position of some companies may distort the free flow of information and, as a result, can decrease media pluralism and the quality of democracy. This article analyses 10 media and telecommunications product markets in Spain from 1984 to 2012. With this comprehensive and long-term approach, it concludes that content industries are moderately but increasingly concentrated, while technology industries are highly but decreasingly concentrated.

Competencies of Media Managers: Are They Special?

In this chapter, theoretical and historical patterns converge in a central thesis: media management as a role in society has evolved jointly with management science debates, the development of the industry itself and contextual social change at large. Development includes phenomena such as the move from hard skills to soft capabilities, technological disruption of the media and the ongoing trend towards an information society. The central thesis assumes that competencies of media managers are much the same as for any business executive in charge of a company, but also that industry-specific skills are required for managers in media given the essential role media play in the practice of social life and processes of social change.

How advertising affects quality perception of public service television? A comparison of two surveys in Spain (2008 and 2012)

Abstract This paper aims at providing new insights about audiences’ opinions concerning the role of advertising and its relation with the perceived quality of TV channels. It analyses Spanish audiences perception of quality of public service broadcasters TVE1 and La 2 before and after the advertising withdrawal in 2010. The goal is identifying if the advertising removal is perceived as an improvement of the quality of TVE. The first conclusion is that a vast majority of the viewers find the channels more attractive now without any advertising than before having it. In addition, gender and age are not significant variables in order to affect this opinion. But the audience educational level does impact their perception: those less educated have a significantly better opinion about the advertising withdrawal than others who are more educated. Both national public service channels (TVE1 and La 2) have improved significantly their quality perception when comparing 2008 and 2012 surveys. They are the only two channels within the Spanish market to obtain a better quality assessment. In fact, all channels tend to maintain or reduce their quality perception in the 2008–2012 time period.

The evolution of viewers’ concerns and perceptions of television content quality

This article examines perceived television quality by considering the role played by viewers’ concerns about television content. These concerns are classified into two categories: pragmatic and moral. The research question is analysed empirically for Spain. Results show that pragmatic concerns are more important for the audience than moral concerns both in 2008 and 2012. Both types of factors are considered to have worsened their development in this period. However, general perception of television quality in Spain has improved between 2008 and 2012. This is associated to a more positive opinion regarding national public service television, but to a more negative perception of the quality of television channels.