The future of the audience in post-television. The case of the italian talk-show Propaganda Live!

We live in a very difficult and confusing time of using various media. To undergo this constant process of change is above all the television that seeks a way to reposition itself and adapt to the new type of audience. Our goal is to bring order and shape the future of traditional media. According to Jenkins[1] we will try to better define what is meant by cross-media, trans-media and omnimediality. Many authors give different definitions, but we are sure that we can arrive at a new means of spreading news that is more valid than the previous ones from a qualitative point of view. The objectives of the research is to contribute to forming a new type of text that is both multimedia and interactive. A story inserted in a context that demonstrates how unidirectional communication is no longer possible and where the world of media is increasingly called upon to greater involvement of the end user. The aim is to compete with the latter, which is already partly happening, in an orderly process of cross-media use. The idea that the interaction between television and social media can improve the audience for both is based on a profound change in the way people consume content. Today, watching TV is no longer a passive and solitary experience as it used to be. [1] H. Jenkins, Cultura Convergente, Apogeo, Milano 2007