Los canales digitales en Facebook y sus formas de sostenibilidad en Ambato. Estudio de caso Rey tv Ambato y su contenido

Abstract

This research work is about digital channels of Facebook and forms of sustainability in Ambato to stay active and generating content, we analyzed the digital media Rey Tv Ambato and its financing methods to cover its logistics and other requirements that a digital media demands. In view that digital media are growing every day, it is essential to establish strategies or forms of financing that favor the content creator and can direct their project in a market invaded by social networks. The main objective of the research is to know how Rey TV is economically solvent for that the methodology used is a qualitative methodology through an in-depth interview with the director of this media, this allowed to know what kind of advertising manages this channel and its level of complexity to obtain funding. We also present the reach numbers of three transmissions broadcasted by the channel in order to have a record of the data that favor the growth of the media, as well as the offer and acceptance of sponsoring brands. In this research it is verified that the digital native media have managed to sustain over time by implementing various forms of financing as the case of GK and La Posta digital media with high numbers of reach that allow to maintain their project. This paper also exposes other forms of financing for digital media, forms that are viable to achieve economic income, thus concluding that digital media can go beyond traditional media, a digital media can survive from paid advertising, monetization of networks, online stores, virtual workshops and more ways that allow to be allied with their followers.