La migración de los medios tradicionales hacia los medios digitales y sus estrategias, casos Unsion tv y La Voz del Tomebamba.

Abstract

Traditional media have been evolving over time. Television, newspapers, and radio have transitioned to coexist within a new medium known as digital media. They have had to apply different adaptation methods, which have allowed them to remain relevant up to the present day. The main objective of this research is to analyze and understand the adaptation strategies of traditional media to digital media, focusing on the case of Unsion TV and Radio La Voz del Tomebamba. For this reason, the study proposed a qualitative investigation, and data was collected through semi-structured interviews and content analysis. Therefore, through this research, we aim to explain the reasons why traditional media migrated to the digital realm and, in turn, comprehend and compare the most effective strategies they utilized to adapt.