Engagement on a tightrope: how Venezuela's second largest TV channel succeeded in the crisis

Orlando Riebman, Juan Chasan, and Pablo Cibella


View the presentation deck for this paper


Introduction

Venezuela currently faces curtailed freedom of speech in an environment of human rights violations, shortages of essential goods and ongoing public unrest. Independent and objective information is sought more than ever. Local media are under continued state harassment, making for the remaining private media a major challenge to creatively connect to a politically divided audience. Our purpose is to show how innovative audience measurement techniques helped Venezuela's second largest TV channel to successfully navigate this ambience, while maintaining audience engagement. Semantic analysis, gathered from viewers' opinions and social media content, combined with "hard" audience measuring analytics, delivered the "soft" insights for gauging engagement within a context of a turbulent society.

Venezuelan TV channels: From storytellers to villains and heroes