Co-creation experiences in European Public Service Media: Vision and trends

Co-creation is a concept that is becoming increasingly important in the strategic approaches of public service media, in particular because of its innovative potential, offering corporations a mechanism for generating joint value with their audience, becoming more socially relevant and fulfilling their public service commitments.

However, the ambiguity in the description of this concept translates into very different conceptions of it, being applied in different ways across the European MPCs. The results of our research show how corporations use this mechanism for different purposes: to obtain feedback from users, to generate value by collaborating in the creation of their content, or to promote engagement in more classic versions of participation.

After analysing the interviews carried out for this research project, we conclude that co-creation is a subject that is on the rise in corporations, despite the fact that different interpretations and definitions have been identified of what it really is for the MPCs.

Most corporations, with the exception of Rai, ORF or RTVE, claim to be experimenting with the inclusion of the user at the heart of the content production process. Even so, the practices reported by European public broadcasters do not coincide with each other and start from different origins.

In the case of the RTP, they consider co-creation to be the focus groups that they do with part of their audience to check the quality and success of their contents. They also consider the votes cast by their audiences in reality shows. For their part, the VRT, BBC, and the DR, among others, explain that their experiences with co-creation come from a relevant contribution of value on the part of the user, who shares and generates content. The low level of user involvement and participation continues to be the main obstacle to the implementation of projects of this type

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