Haciendo TV en Jujuy
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Fecha
2014
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UNR Editora
Resumen
[es] ¿Cuáles son las condiciones de producción de la televisión
en Jujuy según la perspectiva de diferentes actores vinculados al campo audiovisual local? Tal interrogante guía este
informe, cuyo objetivo es identificar los componentes de mayor incidencia en esta actividad.
El artículo se basa en entrevistas semi-estructuradas realizadas a referentes de canales de televisión, de productoras
independientes y de agencias de publicidad.
La producción televisiva jujeña se corresponde con un mercado publicitario acotado y poco especializado; escasa profesionalización de los agentes; productoras independientes
con limitada capacidad técnica y humana para adaptarse a
las exigencias de los canales; y una profunda atomización de
los actores. La inversión publicitaria es deficitaria respecto
de los costos de producción, tanto para canales como productoras. La publicidad oficial representa entre el 50% y el
60% de la inversión anual. La publicidad privada es de firmas
nacionales/regionales y de anunciantes locales. En el primer
caso, la pauta llega directamente a los canales, quedando al
margen las productoras.
La consecuencia en pantalla es la primacía de programas de
bajo costo y la ausencia total de series de ficción propias.
Las co-producciones o producciones independientes consisten en programas culturales, deportivos o de salud.
[en] What are the conditions of production of television in Jujuy according to the perspectives of different actors involved in the local audiovisual field?This question guides this report, which aims to identify the components of greatest impact on this activity. The article is based on semi-structured interviews carried out concerning television channels, independent production companies and advertising agencies. Jujeña Television production corresponds to a limited advertising market and low-skilled, low professionalism of the agents, independent producers with limited technical and human capacity to adapt to the demands of the channels, and a deep fragmentation of the actors. Ad spending is deficient with respect to production costs for both channels as producers. The advertising represents between 50% and 60% of annual investment. The private advertising firms corresponds to national / regional and local advertisers. In the first case, advertising contracts directly with the channel, the producers left out. The result on screen is the primacy of low-cost programs and the absence of own drama series. The co-productions or independent productions consist of cultural programs, sports or health.
[en] What are the conditions of production of television in Jujuy according to the perspectives of different actors involved in the local audiovisual field?This question guides this report, which aims to identify the components of greatest impact on this activity. The article is based on semi-structured interviews carried out concerning television channels, independent production companies and advertising agencies. Jujeña Television production corresponds to a limited advertising market and low-skilled, low professionalism of the agents, independent producers with limited technical and human capacity to adapt to the demands of the channels, and a deep fragmentation of the actors. Ad spending is deficient with respect to production costs for both channels as producers. The advertising represents between 50% and 60% of annual investment. The private advertising firms corresponds to national / regional and local advertisers. In the first case, advertising contracts directly with the channel, the producers left out. The result on screen is the primacy of low-cost programs and the absence of own drama series. The co-productions or independent productions consist of cultural programs, sports or health.
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Palabras clave
Televisión, Producción, Publicidad, Inversiones, tv, Production, Advertising, Investments