European Public Television’s Promotional Campaigns: Public Value, Innovation and Young People

This chapter delves into the analysis of how European public broadcasters are responding and adapting to the changes and dynamics of contemporary media. In the face of intense competition imposed by streaming platforms, these media are reformulating and revitalizing their promotional strategies to capture and retain the attention of new audiences, with a particular focus on young people. The text delves into the relationship between the public value of these media and their connection with the younger segments of the audience, highlighting the most characteristic and relevant elements of this demographic group. Throughout the chapter, practical examples are presented that illustrate the various promotional tactics employed, showing different ways of integrating innovations into their promotional processes. These tactics range from the adaptation of formats and communicative elements to the strategic use of social networks. Special emphasis is placed on how European public broadcasters, such as Yle in Finland, FranceTV in France, ARD funk in Germany, RTVE Playz in Spain, RTP Arena in Portugal and RAI in Italy, are implementing these strategies to stay relevant and effective in a constantly evolving media landscape.