{"id":154192,"date":"2022-06-10T13:48:34","date_gmt":"2022-06-10T11:48:34","guid":{"rendered":"https:\/\/ipmark.com\/?p=154192"},"modified":"2022-06-10T14:17:18","modified_gmt":"2022-06-10T12:17:18","slug":"nace-laxarxa-nueva-plataforma-ott-de-tv-y-radio-local-en-cataluna","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=154192","title":{"rendered":"Nace LaXarxa+, nueva OTT de televisiones y radios locales en Catalu\u00f1a"},"content":{"rendered":"<p><strong>La Xarxa de Comunicaci\u00f3 Local ha elegido a la agencia independiente de Barcelona Evil Love para que desarrolle la estrategia de lanzamiento y el dise\u00f1o de marca de la nueva OTT de televisiones y radios locales de Catalu\u00f1a, LaXarxa+, tras un concurso en el que participado cuatro empresas.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">La Xarxa apoya al sector audiovisual local catal\u00e1n desde 2012 y ayuda a dinamizar los contenidos creados y cocreados con los medios adheridos. Un total de 52 televisiones y 147 radios pronto tendr\u00e1n<\/span><b> un espacio digital a la carta<\/b><span style=\"font-weight: 400;\">, <\/span><b>con los contenidos de proximidad agrupados en una \u00fanica plataforma<\/b><span style=\"font-weight: 400;\">, optimizada para pantallas digitales (smart TV, m\u00f3viles, tabletas, ordenadores, etc.).<\/span><\/p>\n<p>\u00abLa nueva plataforma construye un escaparate \u00fanico de la comunicaci\u00f3n local en nuestro pa\u00eds y da acceso a una ambiciosa oferta de contenidos con la proximidad como sello distintito\u00bb, cuenta el consejero delegado de La Xarxa, Marc Melillas. <strong>Se pondr\u00e1 en marcha en oto\u00f1o<\/strong>, con una oferta que comprende <strong>m\u00e1s de 30 canales de televisiones locales en directo,<\/strong> aparte de la retransmisiones\u00a0 y un cat\u00e1logo en VoD de contenidos estrat\u00e9gicos\u00bb. A este contenido, se sumar\u00e1n <strong>podcasts<\/strong> producidos por <strong>radios locales.<\/strong><\/p>\n<p>LaXarxa+ quiere posicionar <strong>\u00ablos medios locales en un mercado tan competitivo como el audiovisual\u00bb<\/strong>, y en un momento en el que se reclaman m\u00e1s contenidos en catal\u00e1n en las plataformas digitales. Como novedad, la plataforma vincular\u00e1 al usuario con una parte del territorio a trav\u00e9s del canal o canales que elija como preferidos.<\/p>\n<h2><strong>Nueva identidad de marca\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">La agencia Evil Love ser\u00e1 la encargada de trabajar junto a La Xarxa para <\/span><b>encontrar su distintivo<\/b><span style=\"font-weight: 400;\"> en un mercado cada vez m\u00e1s creciente, as\u00ed como <\/span><b>definir la identidad de la marca <\/b><span style=\"font-weight: 400;\">para conseguir una experiencia af\u00edn a los valores de la entidad. Este trabajo parte de <\/span><b>la colaboraci\u00f3n de los trabajadores de La Xarxa y los medios locales que la conforman.\u00a0 <\/b><span style=\"font-weight: 400;\">\u201cEscucha, cuestionamiento y cr\u00edtica constructiva\u201d, se establecen como herramientas b\u00e1sicas para el inicio del trabajo estrat\u00e9gico.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En paralelo, el equipo de<\/span><b> Evil Love desarrollar\u00e1 la identidad de la marca de la nueva plataforma OTT<\/b><span style=\"font-weight: 400;\">, adapt\u00e1ndola a las necesidades comunicativas de la misma y teniendo en cuenta el universo de marcas con las que debe convivir y realizar\u00e1 la campa\u00f1a de lanzamiento prevista para el oto\u00f1o\/invierno de 2022.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El equipo de la agencia que ha intervenido en la campa\u00f1a lo componen <\/span><b>S\u00edlvia Hern\u00e1ndez <\/b><span style=\"font-weight: 400;\">como directora de cuentas, <\/span><b>Marc Sanz<\/b><span style=\"font-weight: 400;\"> como <\/span><i><span style=\"font-weight: 400;\">planner <\/span><\/i><span style=\"font-weight: 400;\">y <\/span><b>Gabriel Silveira, Pol Alert y Marc Mir\u00f3,<\/b><span style=\"font-weight: 400;\"> integrantes del departamento creativo. Por parte del cliente, el responsable ha sido <\/span><b>Enric Rimbau<\/b><span style=\"font-weight: 400;\">, director de comunicaci\u00f3n de la Xarxa.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se pondr\u00e1 en marcha en oto\u00f1o, con una oferta que comprende m\u00e1s de 30 canales de televisiones locales en directo, adem\u00e1s de podcasts creados por radios de proximidad.<\/p>\n","protected":false},"author":30,"featured_media":154195,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[3769],"class_list":["post-154192","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-agencias-independientes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nace LaXarxa+, nueva plataforma OTT de TV y radio 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