La televisión etiquetada:

Fundación Telefónica
Este libro aborda la influencia de Internet en la televisión. La
cadena de valor tradicional ha “saltado por los aires”, de ma-

nuevas audiencias,
nera que comienzan a emerger nuevas formas de televisión
que implican, por primera vez, la colaboración de los usua-
rios. La soñada interactividad de décadas pasadas se trans-

nuevos negocios
forma en participación. Los “nativos digitales” quieren vo-
tar, participar, intercambiar, colaborar, mezclar y distribuir,
etc., pero también quieren etiquetar (tag-etizar) programas
y películas. La televisión puede convertirse en una maraña
de programas que viajan por la red de acuerdo a las etique-
tas de unos usuarios que ayudan a otros a encontrar lo que
quieren. El aforismo the tag is the medium puede ser una
José María Álvarez Monzoncillo
realidad en la próxima década, pero plantea importantes in-
terrogantes en el presente. No es probable que la televisión
de masas acabe siendo una televisión a la carta. La web
2.0 ha derribado el concepto de “mi televisión”, propio de

nuevas audiencias, nuevos negocios

la “era.com”, para sustituirlo por el de “nuestra televisión”.
Esa transformación presenta importantes problemas. La

La televisión etiquetada:
industria ve el peligro de “canibalización” de sus ingresos
actuales, pues los modelos de negocio que surgen en la red
no son rentables.
Este libro analiza los factores que están influyendo en ese
cambio, poniendo en evidencia las contradicciones de la
“cyberutopía” que considera la red un entorno horizontal
de libertad donde no existe la propiedad y que es neutral
respecto a los contenidos que circulan, de manera que es
posible otro tipo de ocio y comunicación de acceso gratuito
e intercambio libre, ajeno a los intereses de las empresas
tradicionales.
Las implicaciones sociales y económicas de esa mutación
conforman el hilo discursivo de este libro, que solo pretende
añadir un punto de vista crítico sobre las “nuevas televisio-
nes” o formas de ocio audiovisual que se están desarrollan-
do en la actualidad con la misión de aportar argumentos
para el debate sobre cómo será la televisión del futuro. El
sector audiovisual lo necesita.

Cuaderno

Fundación Telefónica 24 Fundación Telefónica

Cubierta.indd 1 13/01/11 8:35

00_TELEVISION_I_VIII.indd 1 21/12/10 18:30:35
00_TELEVISION_I_VIII.indd 2 21/12/10 18:30:35
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00_TELEVISION_I_VIII.indd 3 21/12/10 18:30:36

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00_TELEVISION_I_VIII.indd 5 21/12/10 18:30:36

 Esta obra ha sido editada por Ariel y Fundación Telefónica, en colaboración con Editorial Planeta, que no comparten
necesariamente los contenidos expresados en ella. Dichos contenidos son responsabilidad exclusiva de sus autores.

Este libro ha sido editado con la colaboración del Banco Interamericano de Desarrollo

© Fundación Telefónica, 2011

Gran Vía, 28
28013 Madrid (España)

© Editorial Ariel, S.A., 2011

Avda. Diagonal, 662-664
08034 Barcelona (España)

© de los textos: Fundación Telefónica

© de la ilustración de cubierta: Shutterstock

Coordinación editorial de Fundación Telefónica: Rosa María Sáinz Peña

Primera edición: febrero 2011

ISBN: 978-84-08-09870-6
Depósito legal: M. 2.320-2011
Impresión y encuadernación: Brosmac, S. L.

Impreso en España – Printed in Spain

El papel utilizado para la impresión de este libro es cien por cien libre de cloro y está calificado como papel ecológico.

No se permite la reproducción total o parcial de este libro, ni su incorporación a un sistema informático, ni su transmisión en cualquier forma o
por cualquier medio, sea éste electrónico, mecánico, por fotocopia, por grabación u otros métodos, sin el permiso previo y por escrito del editor.
La infracción de los derechos mencionados puede ser constitutiva de delito contra la propiedad intelectual (Art. 270 y siguientes del Código
Penal).
Diríjase a CEDRO (Centro Español de Derechos Reprográficos) si necesita fotocopiar o escanear algún fragmento de esta obra. Puede contactar
con CEDRO a través de la web www.conlicencia.com o por teléfono en el 91 702 19 70 / 93 272 04 47.

00_TELEVISION_I_VIII.indd VI 13/01/11 11:17

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Red Cabecera Red Red

de contenidos de distribución doméstica



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«En una semana típica, ¿cuántas horas dedica a cada uno de los siguientes medios?»

31
Ver la televisión 31 37
Ver la televisión 37
Tiempo dedicado a Internet 8 Porcentaje de gastos
Tiempo dedicado
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laboral) 8 29 Porcentaje deen
publicitarios gastos
cada tipo
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18 de medio en 2007
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8 18
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Porcentaje del tiempo total
Leer revistas 6 Porcentaje
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cada tipo total
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8
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0 10 20 30 40
0 10 20 30 40

31
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Ver la televisión 35
35
Tiempo dedicado a Internet 12 Porcentaje de gastos
Tiempo dedicado
(personalayInternet
laboral) 12 34 Porcentaje deen
publicitarios gastos
cada tipo
(personal y laboral) 34 publicitarios en cada tipo
de medio en 2009
14 de medio en 2009
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Leer el periódico 7
Porcentaje del tiempo total
5 Porcentaje
dedicado a del tiempo
cada tipo total
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semana
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18
0 10 20 30 40
0 10 20 30 40
Base: adultos norteamericanos
Base: adultos norteamericanos
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08_TELEVISION_237_262.indd 262 21/12/10 18:30:56