TELEVISION

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Television is the mass media par excellence. The transmission is produced through a variety of systems and techniques, both public and paid. Today it plays a leading role among the mass media. Transmission can be via radio waves, cable TV networks, satellite TV or IPTV. Basically those that exist in free-to-air and pay-TV modes. The receiver of the signals is the television set.

Characteristics of television as a mass medium

The social appeal of television is that watching television does not require any extra effort for people. As a result, people, do not need high academic degrees to understand the different messages presented. This is why it has managed to capture different types of audiences.

• As an audiovisual medium

The main characteristic of television is that it is a medium that uses sounds and images. Therefore, it helps the viewer to create his or her own impressions of what he or she sees and hears. This quality allows people to create an emotional relationship with what they see. For this reason, identify with them and most of the images displayed are remembered.

• As a domestic medium

Television has been characterised as a domestic medium. By allowing users to enjoy it comfortably at home. A quality that has granted great success to television for being part of people's lives. Those who use it in their meetings or family meals. The television is a medium that brings families together and provides personalised entertainment and information.

• As an immediate means

The aim of television is to be able to observe the image in real time. That is why this medium allows a constant, instantaneous and rapid flow of information. Therefore, television, has contributed significantly to globalisation by allowing people to interconnect, breaking down the barriers of time and space. Thanks to this feature of television, people can witness a variety of events taking place miles away from their homes, whether it is a major football or tennis match, for example, or a news story or environmental catastrophe.

• As an educational medium

The functions of television are to educate the audience through programming. It helps the user to learn about health and food related issues. It also includes children's programmes, which promote intellectual, emotional and motor development. In addition, being a interactive audiovisual media, helps the user to retain information quickly and easily.

• As a political instrument

As television occupies a major part of many people's daily lives, it has become the medium of choice. The population prefers to use television as a mechanism for information and assistance in selecting the right candidate in elections. Thus, television has acquired great social power in influencing voters and their decisions when important election campaigns are approaching.

• It is the medium most widely used by advertising agencies.

Precisely because television targets mass audiences of different tastes, ages, personalities and socio-cultural backgrounds, advertisements are often broadcast on television. Advertising companies choose the best time to advertise their products, namely when audience levels are highest. In addition, television, allows a wide variety of advertising forms to be included, which between programming are often seen by the user.

• 7- Promotes cultural exchange

Television has become a cultural tool by contributing to the processes of transculturation. Through its diverse options of films, series, news programmes, sports, cultural and gastronomic programmes, it has helped different cultures to get to know, accept and respect each other.

• Contributes to social heterogeneity

Television has managed to address billions of users, each with different ideologies, opinions and perceptions. Because it has been characterised by promoting a variety of programmes that include in one way or another the tastes of the different audiences that listen to it. Thus, television is seen as an open and liberal media that provides a unique user experience.

THERE ARE 4 CONCEPTS THAT WE MUST ENGRAVE IN OUR MINDS AND KEEP IN MIND WHEN DESIGNING AND PLANNING ANY MEDIA CAMPAIGN:

• COVER

In the sense of achieving the maximum possible repercussion and impact.

• AFFINITY

Understood as "contacting" our target of interest in the highest possible percentage.

• OPTIMISATION

Achieve the coverage and affinity defined above, while being efficient in terms of cost, time and resources.

• RESULTS

Measurement and monitoring of results, to assess the overall success of the campaign.