En este momento estás viendo La televisión de proximidad para el comercio local como oportunidad económica

La televisión de proximidad para el comercio local como oportunidad económica

¿Es la televisión de proximidad una barrera protectora contra la homogeneización de la globalización?

La globalización ha sido interpretada a menudo como un despiadado proceso de homogeneización cultural, en el cual todas las culturas terminan fundidas en una masa informe que suma un poco de todo pero bajo el prisma de una cultura dominante. Esta situación a  llevado a muchos gobiernos nacionales, especialmente en Europa, a regular esta cuestión exigiendo la presencia de canales locales en las ofertas de programación, o presencia de películas patrias en la distribución cinematográfica, todo como mecanismo de protección de la cultura y las industrias locales.

La globalización no es solo amenaza también es una oportunidad

La globalización implica un enorme intercambio de servicios, ideas y principios culturales. Por tanto, más que una amenaza también es una oportunidad para que la cultura local y los valores comunitarios se fortalezcan y compartan.

Internet ha permitido que muchísima información cultural, que quedaba restringida a comunidades muy locales, hoy comienzan a circular por todo el mundo.

La gran oportunidad de la televisión de proximidad para el comercio local

En el caso particular de la televisión local, ya sea por cable o por TDT, el conocimiento de las regiones en las que operamos nos permite crear y ofrecer contenidos audiovisuales de proximidad que terminan convirtiéndose en un importante valor diferencial para la industria de la zona.

La posibilidad de que los mismos usuarios se vean en televisión, con historias cercanas y cotidianas, o que podamos transmitir eventos enmarcados en el contexto cultural, deportivo y social de nuestra comunidad, es un valor de grandes proporciones, que en muchos casos se convierte en un esquema de fidelización y sentido de pertenencia del usuario hacia su comunidad, sus comercios de proximidad y las gentes de su ciudad, todo esto al tiempo que lo vincula social, emocional,  comercial y económicamente con su localidad.

En este contexto, queda en evidencia la importancia que lo local y lo cercano tienen para la TV. Y así como los medios globales se convierten en muestrarios culturales, son los medios locales los llamados a producir los contenidos, pues los productores y realizadores estamos inmersos en la cotidianidad y la proximidad de nuestra comunidad.

Perfiles: ejemplo de una apuesta por la televisión de proximidad

Perfiles es una producción de Doce Media Producciones para VivacableTV y los canales DoceTV.

Cada programa indaga en el perfil de una figura de relevancia local. Nuestra producción para canales locales de televisión de proximidad en sus ofertas de programación es un mecanismo de protección de la cultura y las industrias locales al tiempo que suponen una oportunidad para el pequeño y mediano comercio local de competir, a nivel publicitario y en igualdad de condiciones, con grandes corporaciones mundiales. 

PERFILES: Antonio Gavira Alba – Escultor

PERFILES: ¿Qué es la mediación comunicativa?

  • Para ver más contenido de Doce Media Producciones pincha aquí 

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