Roles of audience participation in multiplatform television: From fans and consumers, to collaborators and activists

In the current media ecosystem, television content is distributed through a variety of platforms (TDT, the Web, mobiles ...) providing a growing level of interactivity, which increases the connections of networks and programs with their audiences. Both public and commercial broadcasters are developing cross-media processes that enhance audience participation in a variety of ways. The networks provide a wide number of initiatives so that the public might engage, by sharing, commenting, promoting or criticizing programs, as well as elaborating their own material or getting involved in the design, production or distribution of content. This essay explores the dimensions of audience participation in Spanish television channels and their websites. Using a methodology of exploratory analysis, over one hundred activities of audience participation were examined in twenty commercial and public Spanish television channels and their websites, during six weeks across October to December 2011. My analysis focused on participative initiatives found on the websites and specific sections aimed at encouraging participation. The results show several strategies of participation through cross-media activities, which promote different images of the audience. There are classified into eight roles: citizens, consumers, collaborators, fans, players, commentators, benefactors and activists. The nature and implications of these audience roles are discussed.