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Los secretos del xito de las noches electorales de TV3

31/05/2019

Los secretos del xito de las noches electorales de TV3 En las pasadas elecciones del domingo 26 de mayo, TV3 volvi a liderar la audiencia del d a en Catalu a de manera destacada, con una cuota del 20,9%. La excelencia en el uso de las herramientas de tecnolog a virtual basadas en la soluci n Orad HDVG de Avid, entre las claves del xito.

Las claves del xito de TV3 en la creaci n de programas electorales las encontramos, principalmente, en la eficacia y el rigor informativo en el tratamiento de los datos y en la excelencia en el uso de las herramientas de tecnolog a virtual basadas en la soluci n Orad HDVG of Avid.

Dirigido por Dani Bramon, realizado por Paul Subir y presentado conjuntamente por los periodistas Ramon Pellicer y L dia Heredia, en el plat principal, y por N ria Sol , Carles Prats y Raquel Sans, en el plat virtual, el programa especial electoral en la noche del pasado 26 de mayo volvi a ser el m s visto en Catalu a, con una cuota del 20,9%, el mejor resultado en unas elecciones municipales desde 2003.

La creaci n del E19: 26M supuso la coordinaci n, antes y durante el programa, de once especialistas del equipo de realizaci n y realidad aumentada, diecinueve al equipo de datos, ocho a la producci n y cerca de 150 profesionales a los equipos de redacci n y producci n. Un trabajo que se vio recompensado con la respuesta indiscutible de la audiencia, que, una vez m s, confi en TV3 para informarse, en una importante y compleja jornada electoral. El grupo de la CCMA, con una cuota del 26%, lider ante los otros grupos de comunicaci n. 3.252.000 espectadores conectaron en alg n momento con TV3 y el 3/24, y el minuto m s visto fue a las 22:21, con 1.303.000 espectadores y un 39,2% de cuota.

Segunda pantalla En estos ltimos comicios, TV3 quiso dar m s importancia a la segunda pantalla . La idea era que el espectador pudiera seguir la televisi n mientras miraba el iPad o el m vil, pudiendo ser part cipe de contenido complementario. Dos Instagram live' para conocer c mo se hace por dentro del programa, y la posibilidad de recibir los push' (notificaciones) electorales con los ltimos resultados, basados en la geolocalizaci n, son algunos de los ejemplos de este valor a adido que aporta la segunda pantalla , explica Dani Bramon, director del programa E19: 26M. Adem s, se est empezando a trabajar con big data' de tal manera que se pueden ir creando datos de la poblaci n (paro, edad, etc.) con los resultados obtenidos , destaca Bramon.

Esta nueva forma de informarse, que va m s all del programa televisivo, fue todo un xito. 490.000 usuarios nicos accedieron a sus contenidos en medios digitales, una cifra un 37% superior a la registrada el 28A. La app del 3/24 tambi n registr una audiencia de 82.000 usuarios nicos, un 50% por encima de la media, y la app de TV3 tuvo 60.000 usuarios nicos, lo que supone un 90% por encima de su media diaria. En Twitter, el programa especial de las elecciones registr 15.000 mensajes y fue el cuarto programa de televisi n m s comentado del d a en toda Espa a.

Realidad virtual aumentada Hace m s de 15 a os, en 2003, con las elecciones municipales y auton micas, TV3 se convirti en la televisi n pionera en Espa a en el uso de gr ficos de realidad aumentada en tiempo real. Asimismo, tambi n en 2003, TV3 asumi , por primera vez, la gesti n propia de datos.

En 2010, en las elecciones al Parlamento de Catalu a, TV3 y el canal de informaci n 24 horas, 3/24, crearon la marca E , de especial elecciones , con un equipo de profesionales que desde entonces trabaja de forma cohesionada para seguir evolucionando programa a programa. El director de informativos de TV3, David Bassa, explica que se trata de un equipo y un formato estable desde hace a os . En este sentido, seguimos la estrategia de la BBC: su programa de elecciones hace muchos a os que funciona y va evolucionando sobre la misma base. As , el espectador aprende a interpretar tu forma de explicar los datos (como medio de comunicaci n) y se mantiene esa esencia , a ade.

Dani Bramon explica que a partir de estudios cualitativos que se van haciendo sobre las percepciones de los espectadores en este tipo de programas, se vio que la gente no entend a las informaciones que se contaban en poca de elecciones, y se busc un nuevo sistema y otra forma de trabajar, donde la audiencia se acostumbrara a entender los datos de manera pedag gica, con la ayuda de las herramientas de realidad virtual . Bramon tambi n pone nfasis en la importancia constante del rigor informativo: Sobre todo, lo que m s nos preocupa es la informaci n; no nos podemos permitir que haya ning n dato incorrecto en toda la emisi n del programa .

En 2012, TV3 dio un paso grabando con drones para la creaci n de la careta inicial del programa y traslad ndose al Parlamento de Catalu a. Se decidi trabajar con la realidad aumentada sobre el hemiciclo (un escenario real), en una apuesta sin precedentes. Nos hubiera gustado volver a grabar, los a os siguientes, con realidad aumentada dentro del hemiciclo, pero s lo lo pudimos hacer en 2015. Supon a un gran montaje y, en Catalu a, la situaci n pol tica se precipit . Ya no hab a elecciones cada 4 a os como es habitual y no pod amos hacer siempre un despliegue de estas proporciones, y convirtiendo el Parlamento en un plat de televisi n durante tantos d as , explica Bramon.

En 2015, TV3 marc un punto de inflexi n e innovaci n, con el uso que hizo de la augmented reality, lo que qued confirmado con la nominaci n a los Premios Europeos TVB Awards, donde TV3 qued finalista junto a televisiones como la BBC o SkyNews. A partir de este momento, TV3 ha recibido numerosas visitas de televisiones internacionales.

El mismo 2015, TV3 tambi n dise un robot que de alguna manera sustitu a a los periodistas, y que generaba titulares. Se trata de un algoritmo que gestion
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