A comunicação estratégica digital na indústria televisiva

: estudo de caso : Media Capital Digital

Abstract

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.

Date of Award	14 Nov 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)