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Alessia Di Giacomo (RTVE), emphasized that producing quality content is only one part of the equation for digital success. She stated, "We realized that producing the best content was not enough. We had to come up with a distribution strategy that included many more aspects. In my direction, we face this challenge from three points of view: technological, content innovation, and commercial." Di Giacomo elaborated that this three-pronged approach enables RTVE to extend its reach effectively and sustainably. Her team prioritizes making RTVE’s streaming platform easily accessible across devices and platforms, with key partnerships and strategic positioning, such as on smart TVs, driving a new wave of user engagement. Di Giacomo proudly shared that RTVE’s streaming service, RTVE Play, reached 11 million users, thanks to their efforts to enhance the user experience and content discovery.
Di Giacomo added that thematic digital channels, often tailored around specific shows or genres, allow RTVE to cater to niche interests, a strategy proving especially effective in recapturing audiences. “Linear consumption is returning,” she explained, highlighting that by creating easily accessible thematic content channels, RTVE satisfies both traditional viewers and digital-first audiences.
Victoria Cazalla, shed light on YouTube’s role in enabling Spanish broadcasters to reach both national and international audiences. She noted that YouTube is more than just a video-sharing platform; it’s a bridge connecting television networks with global audiences. Cazalla explained, “Putting the content on YouTube gives a Spanish television access to a global audience.” With YouTube reaching over 25 million users monthly in Spain alone, it provides a massive platform that broadcasters can leverage for audience growth and brand visibility.
A recent study by YouTube, conducted with Deloitte, quantified the platform’s impact on Spanish television audiences. For every 1,000 views on YouTube, there was an increase of 31 incremental views on linear television, while 12% of RTVE Play’s unique users were attributed to YouTube referrals. Cazalla explained that this study has been instrumental in demonstrating YouTube’s value to broadcasters. “It’s not only about attracting audiences but also driving traffic to a broadcaster’s own environments,” she shared. This impact is further amplified by YouTube’s monetization tools, which offer television partners a revenue-sharing model that rewards content producers with over 50% of ad revenue.
Representing Mediaset Spain, Cecilia Mangisch discussed the company’s digital innovation journey. In charge of a recently established department focused on digital innovation, Mangisch explained that her team operates as a technology lab, constantly experimenting with emerging tech to improve Mediaset’s internal processes and audience engagement strategies. She described this lab as a space where Mediaset collaborates with both established tech players and startups, testing new technologies for possible integration within the broadcaster’s operations.
Reflecting on her experience from Nestlé, Mangisch shared, “I come from a very different industry, but the principles of audience engagement and consumer insight are the same.” She also discussed the company's pioneering use of virtual presenters as a prime example of integrating emerging technologies into broadcasting. She highlighted the creation of Alba Renai, a virtual presenter developed by Mediaset's technology division. Alba Renai made her debut in March 2024 on Telecinco's program Supersecretos, an accompaniment to Supervivientes.
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