{"id":8994,"date":"2023-09-06T13:02:25","date_gmt":"2023-09-06T13:02:25","guid":{"rendered":"https:\/\/mosaiking.com\/?p=8994"},"modified":"2023-09-06T13:02:26","modified_gmt":"2023-09-06T13:02:26","slug":"3cat-tv-or-not-tv","status":"publish","type":"post","link":"https:\/\/mosaiking.com\/es\/3cat-tv-or-not-tv\/","title":{"rendered":"3Cat, TV OR NOT TV"},"content":{"rendered":"\n<p>L\u2019inici de juliol s\u2019anunciava que TV3 i Catalunya R\u00e0dio es fusionionaven en una nova marca, el 3Cat. Segons la informaci\u00f3 difosa per ells mateixos, \u201cla idea \u00e9s transformar l\u2019estructura tradicional de televisi\u00f3 i r\u00e0dio en una gran f\u00e0brica de continguts\u201d. Aquesta plataforma des de primers de setembre que ja est\u00e0 en marxa.<\/p>\n\n\n\n<p>Anem per parts. D\u2019una banda, us ser\u00e9 sincera, trencar del tot amb una marca que funciona, sense un bon motiu aparent, se\u2019m fa estrany. Tanmateix, hi podria haver una explicaci\u00f3. Hi ha qui pensa que alguns mitjans dels anomenats tradicionals, com la televisi\u00f3 i la r\u00e0dio, estan morts.<\/p>\n\n\n\n<p>En el meu cap, em venen tres formes d\u2019assolir aquest canvi.<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\">\n<li><strong>Un canvi dr\u00e0stic, total.<\/strong> En aquest cas, el canvi vindria per intentar enganxar el p\u00fablic m\u00e9s jove p\u00fablic que ve amb les noves tecnologies de s\u00e8rie? Ser\u00e0 una bona estrat\u00e8gia de marca si els continguts i formats de la nova 3Cat van en l\u00ednia: amb informaci\u00f3 del seu inter\u00e8s, i espais atractius tant visualment com a l\u2019o\u00efda, amb acc\u00e9s il\u00b7limitat, promovent la interacci\u00f3 i l\u2019entreteniment. Qu\u00e8 passar\u00e0 amb la resta de p\u00fablic? Es podran mantenir tant la missi\u00f3 i com els principis de la marca? Segons el mandat del Parlament<em>, la missi\u00f3 d\u2019oferir a tots els ciutadans de Catalunya, un servei p\u00fablic audiovisual de qualitat, comprom\u00e8s amb els principis \u00e8tics i democr\u00e0tics i amb la promoci\u00f3 de la cultura i de la llengua catalana. La producci\u00f3 i difusi\u00f3 d&#8217;aquest servei es gestionar\u00e0 amb criteris d&#8217;efici\u00e8ncia i buscant la m\u00e0xima acceptaci\u00f3 per part del p\u00fablic.<\/em><\/li>\n<\/ol>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Una actualitzaci\u00f3.<\/strong> La <em>Corpo<\/em> potser vol actualitzar-se, evolucionar i adaptar-se a la societat d\u2019avui, per no semblar caduca? &nbsp;Potser vol fer algun canvi (o crear una nova necessitat), per fer una <em>rentada de cara<\/em> de la marca. Aix\u00f2 s\u00ed, sense canviar l\u2019ess\u00e8ncia de la marca: valors, missi\u00f3, visi\u00f3. En aquest cas, tamb\u00e9 ha de canviar la imatge corporativa. I del tot. De moment, nom\u00e9s ho ha fet en part&#8230;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Una nova marca<\/strong>. Apostar pel <em>rebranding<\/em>, que canvia, a m\u00e9s de tots els aspectes anteriors, els valors, missi\u00f3 i visi\u00f3 d\u2019una marca, afectant a totes les \u00e0rees. Aquesta opci\u00f3, \u00e9s la m\u00e9s agosarada. Arriscat en un moment per ambdues institucions, del tot arrelades i consolidades. &nbsp;Si fos aix\u00ed, seria necessari, millor dit, imprescindible, un profund estudi de mercat per detectar les conseq\u00fc\u00e8ncies que podria comportar aquest canvi de tim\u00f3.<\/li>\n<\/ul>\n\n\n\n<p>La nova marca, el 3Cat, ha estat q\u00fcestionada per diferents motius, que van des del color triat, associat inevitablement al PSC, com la desaparici\u00f3 de la paraula TV o la conversi\u00f3 de la bandera catalana en unes ones electromagn\u00e8tiques (obro par\u00e8ntesi&#8230;). I afegeixo, dues tipografies barrejades, on el 3 sembla la M de Memora (premonici\u00f3&#8230;). Altres parlen del 3. Quan es va llan\u00e7ar TV3, encara viv\u00edem gaireb\u00e9 en blanc i negre. Nom\u00e9s hi havia el primer i el segon canal (o UHF). Tenia tot el sentit del m\u00f3n que la tele catalana f\u00f3s la <em>Teletr\u00e9s.<\/em><\/p>\n\n\n\n<p>Senyors, en ple segle XXI, envoltats d d\u2019intel\u00b7lig\u00e8ncia artificial, hem de matar les tv nom\u00e9s pel fet que siguin mitjans tradicionals? Torno al primer punt, si passa, qu\u00e8 fem amb el p\u00fablic fidel de tota la vida? &nbsp;Dades demogr\u00e0fiques de l\u2019INE de 2022 apunten que la poblaci\u00f3 ha registrat un nou m\u00e0xim d&#8217;envelliment, el 133,5% (ja es comptabilitzen 133 persones m\u00e9s grans de seixanta-quatre anys per cada 100 menors de setze). Seria prou intel\u00b7ligent passar de puntetes per aquesta dada tan rellevant?<\/p>\n\n\n\n<p>I s\u00ed, tamb\u00e9 hem de ser digitals perqu\u00e8 formen part d\u2019una societat digitalitzada: ens informem, comprem, opinem, conversem, gestionem en l\u00ednia, a qualsevol moment i amb tot el m\u00f3n, sense fronteres. Un m\u00f3n obert on les marques grans, mitjanes i petites han de tenir el seu lloc.<\/p>\n\n\n\n<p>Potser d\u2019aqu\u00ed a dues o tres generacions la majoria dels mitjans convencionals ja seran com la Lexicon 80 d\u2019Olivetti. Per\u00f2 de moment les marques han de treballar amb i pels seus clients, tots. Mirant cap al futur, \u00e9s clar, per\u00f2 sense oblidar el que ja tenim i, per tant, fidelitzar-ho com D\u00e9u mana. Canviar de companyia telef\u00f2nica o de banc requereix molt d\u2019esfor\u00e7. De canal de TV o d\u2019emissora de r\u00e0dio, nom\u00e9s \u00e9s un clic. TV or not TV, aquesta \u00e9s la q\u00fcesti\u00f3&#8230;<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><a href=\"https:\/\/www.elperiodico.com\/es\/opinion\/20230806\/3cat-tv-or-not-tv-90293236\">Article publicat a El Peri\u00f3dico el 6 d&#8217;agost. <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019inici de juliol s\u2019anunciava que TV3 i Catalunya R\u00e0dio es fusionionaven en una nova marca, el 3Cat. Segons la informaci\u00f3 difosa per ells mateixos, \u201cla idea \u00e9s transformar l\u2019estructura tradicional de televisi\u00f3 i r\u00e0dio en una gran f\u00e0brica de continguts\u201d. Aquesta plataforma des de primers de setembre que ja est\u00e0 en marxa. Anem per parts. [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","_joinchat":[],"ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[8995],"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8994","post","type-post","status-publish","format-standard","hentry","category-uncategorized-ca","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>3Cat, TV OR NOT TV - Mosaiking<\/title>\n<meta name=\"description\" content=\"La import\u00e0ncia de la marca. 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