CMMPlay y valor público: consumo y plataformización de la televisión autonómica castellanomanchega desde la perspectiva de la audiencia

Platformisation has structurally changed media systems and forced public television to develop new business models via platforms. In this context, and based on the paradigm of public value that guides their management, knowledge of citizens' perceptions is key to the fulfilment of the public service mission of these corporations. Therefore, based on the case study of Castilla-La Mancha Media (CMM), this study deciphers how the audience values the process of platformisation of CMM and what consumer relationship it establishes with CMMPlay. Based on 28 in-depth interviews, the results indicate that citizens do not yet have CMMPlay consumption routines and prefer to consume via linear television. The audiences confirm that they have not migrated to CMMPlay because they are not familiar with the programmatic offer and because they have difficulties using the platform.