Brand Rejuvenation of RTVE in the Digital Era: Communication Strategies and Consolidation on Digital Platforms

Abstract

TVE has faced challenges arising from audience fragmentation and digital expansion, particularly among younger audiences. This study analyses the rejuvenation of the RTVE brand, focusing on its adaptation to digital platforms, content diversification, and strengthening of brand positioning. The main objective is to examine RTVE’s renewal strategy in digital environments, assessing changes in content, platforms, and brand perception. To this end, a qualitative approach supported by secondary quantitative data was employed, based on official and corporate reports, platform and audience metrics, social media views, and academic literature. A thematic analysis of content and trends was conducted, applying methodological triangulation. The results show sustained growth in users and views on digital platforms, diversification of content with an impact on younger audiences, and increased engagement on social media. Taken together, these actions demonstrate an effective strategic brand rejuvenation, combining digital innovation, content adaptation, and consolidation of RTVE’s positioning within the contemporary media ecosystem.