Abstract

LELLO, Ivan Gustavo. Haciendo TV en Jujuy. Trama comun. [online]. 2014, vol.18, n.2, pp.273-291. ISSN 1668-5628.

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.

Keywords : Television; Production; Advertising; Advertising investment; Audiovisual promotion policies.

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