Spanish fiction and new narrative models in Atresmedia self-promotional audio-visuals

Abstract

This article aims to analyze the transmedia narrative products in fiction. The strat - egies made by TV operators to generate brand advertising around its audiovisual content are particularly studied. To do that, this research focuses, in a first stage, on the definition and classification around the transmedia storytelling term, in order to identify the elements that are part of it. The study subject is the fictional content aired during one semester in the Spanish Atresmedia network group. To study that, the social network conversation around the audiovisual promotional content offered was observed, as well as other indi - cators of the viewers ́ habits. The research results indicate that the promotional strategy of the Atresmedia group takes five stages, applied in a similar way to all the analyzed audiovisual content of this study.