{"id":22210,"date":"2011-01-07T00:00:00","date_gmt":"2011-01-06T23:00:00","guid":{"rendered":"https:\/\/new.barcelonatribuna.com\/el_impacto_de_las_tic_en_los_medios_de_comunicacion\/"},"modified":"2011-01-07T00:00:00","modified_gmt":"2011-01-06T23:00:00","slug":"el_impacto_de_las_tic_en_los_medios_de_comunicacion","status":"publish","type":"post","link":"https:\/\/www.amicsdelpais.com\/es\/el_impacto_de_las_tic_en_los_medios_de_comunicacion\/","title":{"rendered":"El impacto de las TIC en los Medios de Comunicaci\u00f3n"},"content":{"rendered":"         <p class=\"link_ariadna\"><a href=\"https:\/\/www.amicsdelpais.com\/es\/publicaciones\">Publicaciones<\/a><\/p>                   <h1 class=\"wp-block-post-title\">El impacto de las TIC en los Medios de Comunicaci\u00f3n<\/h1>          <style>.kb-row-layout-id15198_fd4370-d2 > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id15198_fd4370-d2 > .kt-row-column-wrap) > 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.kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id15198_57c2d8-c9 > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id15198_57c2d8-c9 > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);padding-top:var(--global-kb-spacing-sm, 1.5rem);padding-bottom:var(--global-kb-spacing-sm, 1.5rem);grid-template-columns:minmax(0, calc(70% - ((var(--global-kb-gap-md, 2rem) * 1 )\/2)))minmax(0, calc(30% - ((var(--global-kb-gap-md, 2rem) * 1 )\/2)));}.kb-row-layout-id15198_57c2d8-c9 > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id15198_57c2d8-c9 > .kt-row-column-wrap{grid-template-columns:minmax(0, 2fr) minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id15198_57c2d8-c9 > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id15198_57c2d8-c9 alignnone content_article_agenda 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.kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>         <div class=\"wp-block-kadence-column kadence-column15198_459565-82\">             <div class=\"kt-inside-inner-col\">             <div class=\"autor_post wp-block-post-author-name\"><a href=\"https:\/\/www.amicsdelpais.com\/es\/author\/smirallesc\/\" target=\"_blank\" class=\"wp-block-post-author-name__link\">Santiago Miralles i Colomina<\/a><\/div>             <div class=\"summary_post wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">Todos los \u00e1mbitos de la Sociedad y Sectores de la Econom\u00eda se han visto profundamente alterados por las TIC. Pero, en aquellos que tienen por producto de base un bien inmaterial, intangible, el impacto de las TIC es integral. Es el caso de los Medios de Comunicaci\u00f3n. Art\u00edculo original adjunto en PDF. <\/p><\/div>                           Tots els \u00e0mbits de la Societat i Sectors de l\u2019Economia s\u2019han vist profundament alterats per les Tecnologies de la Informaci\u00f3 i les Comunicacions (TIC). Per\u00f2, en aquells que t\u00e9nen per producte de base un b\u00e9 inmaterial, intangible, l\u2019impacte de les TIC \u00e9s integral. \u00c9s el cas dels Mitjans de Comunicaci\u00f3, els Media.  Efectivament, cap Sector pot prescindir, avui, dels factors competitius que les TIC li proporcionen. Tant si ens fixem en empreses del sector primari, com en empreses de fabricaci\u00f3 o de serveis, les TIC proporcionen eines imprescindibles per a la millora de tots els processos interns i externs: siguin d\u2019aprovisionament, de fabricaci\u00f3, t\u00e8cnics, de gesti\u00f3, financers, comercials i de distribuci\u00f3, etc&#8230;   Per\u00f2 el cas dels Media \u00e9s un cas molt particular. \u00c9s una ind\u00fastria que produeix i distribueix Continguts d\u2019Informaci\u00f3 i d\u2019Entreteniment audiovisuals destinats als ciutadans. Com a Sector, est\u00e0 extremadament afectat per la irrupci\u00f3 de les TIC perqu\u00e8 el seu impacte t\u00e9 diferents nivells que es superposen i que converteixen en molt m\u00e9s complexa l\u2019adaptaci\u00f3 de les estructures empresarials i el tipus de producte a la nova Tecnologia, als nous temps. Per simplificar, parlem de 3 nivells:  <b>El primer nivell, que anomenarem \u201cOperatiu\u201d<\/b>, \u00e9s al que estan sotmesos tots els Sectors i empreses. \u00c9s el que t\u00e9 que veure amb la modificaci\u00f3 (per a la millora) de tots els processos empresarials, siguin de caire general o b\u00e9 els espec\u00edfics d\u2019aquesta ind\u00fastria. Dins dels generals podr\u00edem anomenar, per exemple, els ja esmentats relatius a la Gesti\u00f3: la informaci\u00f3 en temps real, id\u00e8ntica i compartida per tothom en els diferents \u00e0mbits i funcions: permet una presa de decisions m\u00e9s r\u00e0pida i documentada, amb la m\u00ednima indeterminaci\u00f3 i, per tant, m\u00ednim marge d\u2019error.  En el camp dels processos espec\u00edfics, la fabricaci\u00f3 dels continguts audiovisuals ha canviat substancialment des de la incorporaci\u00f3 de la tecnologia Digital. En els entorns de producci\u00f3, per exemple, han desaparegut les cintes magn\u00e8tiques de v\u00eddeo anal\u00f2giques o digitals, on s\u2019emmagatzemava el contingut, i els equips d\u2019edici\u00f3 dedicats, deixant pas, avui, a servidors en l\u00ednia i a eines d\u2019edici\u00f3 que es poden fer anar des de qualsevol PC. Aix\u00ed, un mateix contingut o material audiovisual ara est\u00e0 disponible en temps real per a totes les persones que l\u2019hagin de manipular, en qualsevol moment i, molt important, des de qualsevol lloc del m\u00f3n amb connexi\u00f3 a Internet. Aix\u00f2 vol dir, per exemple, que la producci\u00f3 audiovisual pot estar distribu\u00efda en localitzacions geogr\u00e0fiques diferents, sense deixar de treballar en un mateix producte.  Aquest primer nivell d\u2019impacte ha suposat canvis profunds en la manera de treballar d\u2019aquestes empreses, grans estalvis econ\u00f2mics i notables millores de productivitat.  <b>El segon nivell, el de Distribuci\u00f3<\/b>, \u00e9s ja m\u00e9s profund en termes de model de negoci o de l\u2019ess\u00e8ncia mateixa de l\u2019activitat que es desenvolupa. Aquest nivell es posa de manifest molt clarament quan observem fins a quin punt els Media han desbordat els seus canals de distribuci\u00f3 tradicionals, la R\u00e0dio i la TV anal\u00f2giques, i ofereixen els seus continguts a trav\u00e9s de m\u00e9s canals de TV Digital, d\u2019Internet, de les Xarxes Socials, dels dispositius port\u00e0tils com m\u00f2bils, iPhones i iPads, les consoles de jocs o b\u00e9 \u00faltimament els ConnectedTV\u2019s, TV\u2019s connectats a Internet.  La TV Digital, la TDT, ha suposat una explosi\u00f3 en la oferta de canals de TV en obert. Aix\u00f2 ha provocat una gran fragmentaci\u00f3 de l\u2019audi\u00e8ncia donat que la demanda de TV no ha crescut en la mateixa proporci\u00f3; de fet ha crescut molt poc. Aix\u00ed, l\u2019impacte econ\u00f2mic de la nova tecnologia, negatiu en aquest cas, \u00e9s  la caiguda de l\u2019audi\u00e8ncia i per tant dels preus de la publicitat i del seu marge, degut a la gran rivalitat existent entre els diferents competidors per un mateix mercat que no creix. Es modifica el model de negoci i la seva ess\u00e8ncia perqu\u00e8 els Media es veuen obligats a adaptar-se a uns escenaris d\u2019audi\u00e8ncia i d\u2019ingressos decreixents, i, alhora, de m\u00e9s producci\u00f3 i cost per omplir els nous canals de TDT que tenen atorgats.  L\u2019altra cara de la mateixa moneda s\u00f3n les Noves Plataformes de distribuci\u00f3, habilitades tamb\u00e9 per la Tecnologia i la Converg\u00e8ncia Digital, que experimenten un extraordinari creixement, fruit de l\u2019increment d\u2019usuaris d\u2019Internet, de la disponibilitat de Banda Ampla, i dels serveis innovadors que aquestes plataformes permeten oferir als usuaris: un dels m\u00e9s importants, el VOD (V\u00eddeo sota Demanda). Aqu\u00ed s\u00ed que es descobreix una nova demanda, que \u00e9s sostingudament creixent en el temps.  Aix\u00ed, en el cas de la Corporaci\u00f3 Catalana de Mitjans Audiovisuals (CCMA), quan la quota de mercat de TV ha caigut gaireb\u00e9 un 40% en els \u00faltims 6 anys, el consum de VOD ha crescut sostingudament a ritmes de m\u00e9s del 100% anual. Al 2010, quan el consum mig arriba ja a 1 mili\u00f3 d\u2019hores al mes, amb m\u00e9s de 250.000 v\u00eddeos diaris, el creixement interanual encara \u00e9s del + 68% respecte al 2009. A m\u00e9s, les TIC, permeten cont\u00ednuament obrir nous canals de distribuci\u00f3, que experimenten, tots ells, un gran creixement.  <b>Finalment, el tercer nivell, el de Format<\/b>, \u00e9s profundament intr\u00ednsec a la naturalesa del negoci, tal com ho expressa la primera figura. El Format \u00e9s el llenguatge en que els Media construeixen el seu missatge, \u00e9s el codi d\u2019expressi\u00f3 amb el que comuniquen el seu producte, sigui informatiu o b\u00e9 d\u2019entreteniment. I aqu\u00ed, les TIC han tingut tamb\u00e9 un impacte extremadament important. Les TIC han posat a disposici\u00f3 dels ciutadans, dels usuaris dels Media, no nom\u00e9s nous dispositius sin\u00f3  tamb\u00e9 noves maneres de relacionar-se amb la informaci\u00f3 i l\u2019entreteniment. Internet ha possibilitat la nova era de la comunicaci\u00f3 interactiva, en que l\u2019usuari final no nom\u00e9s escolta i mira, sin\u00f3 que respon i vol participar. \u00c9s tamb\u00e9 l\u2019era del treball col\u00b7laboratiu, en que les persones han deixat de ser destinataris purs de la informaci\u00f3 i han passat a ser tamb\u00e9 fonts d\u2019informaci\u00f3, generadors d\u2019informaci\u00f3 en obert, per a tothom. \u00c9s l\u2019era de les xarxes socials, en que ja no hi ha un Comunicador principal i un univers d\u2019usuaris que escolten sin\u00f3 que el flux de comunicaci\u00f3 \u00e9s en totes direccions, en xarxa, i tothom pot ser un Node d\u2019aquesta xarxa. Aix\u00ed, els formats antics, els televisius o radiof\u00f2nics de sempre, esdevenen obsolets, i els participants d\u2019aquesta gran xarxa aprecien cada cop m\u00e9s els productes de Comunicaci\u00f3 en que ells puguin tenir un rol actiu, participar, opinar, incidir en aquella experi\u00e8ncia, o fins i tot protagonitzar-la. \u00c9s a dir, es democratitza la Comunicaci\u00f3 fins a la individualitat.  Aquest \u00e9s potser el major repte per al Sector dels Media. Perqu\u00e8 implica fer profundes innovacions en el llenguatge en el que sempre s\u2019han expressat i en tots els elements creatius i de producci\u00f3 que porta associats, per tal de poder aspirar a mantenir la confian\u00e7a d\u2019uns usuaris que tenen milers d\u2019opcions alternatives per a les seves necessitats d\u2019informaci\u00f3 i d\u2019oci.  En resum, el Sector dels Media \u00e9s un dels m\u00e9s afectats per la irrupci\u00f3 de les TIC i la seva cont\u00ednua evoluci\u00f3. Un impacte en 3 diferents nivells: cada un prou important com per revisar profundament les estructures i processos existents. I, els tres alhora, un repte de proporcions immenses que determinar\u00e0 sens dubte la superviv\u00e8ncia i enfortiment dels qui es dotin de les millors pr\u00e0ctiques de Management per fer-hi front i la obsolesc\u00e8ncia i desaparici\u00f3 dels qui pretenguin seguir fent el que feien en el passat.                                          <style>.kb-row-layout-id22850_b19245-db > .kt-row-column-wrap{align-content:start;}:where(.kb-row-layout-id22850_b19245-db > .kt-row-column-wrap) > .wp-block-kadence-column{justify-content:start;}.kb-row-layout-id22850_b19245-db > .kt-row-column-wrap{column-gap:var(--global-kb-gap-md, 2rem);row-gap:var(--global-kb-gap-md, 2rem);padding-top:24px;padding-bottom:0px;grid-template-columns:minmax(0, 1fr);}.kb-row-layout-id22850_b19245-db{background-color:#fecc8c;background-image:url('https:\/\/www.amicsdelpais.com\/wp-content\/uploads\/2025\/06\/bg_newsletter_01.svg');background-size:auto;background-position:100% 0%;background-attachment:scroll;background-repeat:repeat-y;}.kb-row-layout-id22850_b19245-db > .kt-row-layout-overlay{opacity:0.30;}@media all and (max-width: 1024px){.kb-row-layout-id22850_b19245-db > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}@media all and (max-width: 767px){.kb-row-layout-id22850_b19245-db > .kt-row-column-wrap{grid-template-columns:minmax(0, 1fr);}}<\/style><div class=\"kb-row-layout-wrap kb-row-layout-id22850_b19245-db alignnone kt-row-has-bg block_newsletter wp-block-kadence-rowlayout\"><div class=\"kt-row-column-wrap kt-has-1-columns kt-row-layout-equal kt-tab-layout-inherit kt-mobile-layout-row kt-row-valign-top\">\n<style>.kadence-column22850_a01aca-24 > .kt-inside-inner-col{padding-bottom:0px;}.kadence-column22850_a01aca-24 > .kt-inside-inner-col,.kadence-column22850_a01aca-24 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column22850_a01aca-24 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column22850_a01aca-24 > .kt-inside-inner-col{flex-direction:column;}.kadence-column22850_a01aca-24 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column22850_a01aca-24 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column22850_a01aca-24{position:relative;}@media all and (max-width: 1024px){.kadence-column22850_a01aca-24 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column22850_a01aca-24 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column kadence-column22850_a01aca-24\"><div class=\"kt-inside-inner-col\">\n<h2 class=\"wp-block-heading\">Suscr\u00edbete al newsletter<\/h2>\n\n\n\n<p>Suscr\u00edbete al <strong>Newsletter de Amics del Pa\u00eds<\/strong> para estar al d\u00eda de todo lo que hacemos. 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class=\"wp-block-heading\">Documentos relacionados<\/h5>                                                   <ul class=\"wp-block-list documents_relacionats_list\">                                         <li><a href=\"https:\/\/www.amicsdelpais.com\/public\/docs\/525.pdf\" data-type=\"link\" data-id=\"https:\/\/www.amicsdelpais.com\/public\/docs\/525.pdf\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">L\u2019impacte de les TIC en els Mitjans de Comunicaci\u00f3, Media.<\/a><\/li>                                     <\/ul>                              <\/div>         <\/div>                                       <\/div>         <\/div>                  <\/div><\/div>                   <p><\/p>         ","protected":false},"excerpt":{"rendered":"<p>Todos los \u00e1mbitos de la Sociedad y Sectores de la Econom\u00eda se han visto profundamente alterados por las TIC. Pero, en aquellos que tienen por producto de base un bien inmaterial, intangible, el impacto de las TIC es integral. Es el caso de los Medios de Comunicaci\u00f3n.<\/p>\n<p><i>Art\u00edculo original adjunto en PDF.<\/i><\/p>\n","protected":false},"author":64,"featured_media":19934,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[194,732,735,193],"tags":[],"class_list":["post-22210","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos","category-cercle-per-al-coneixement-publicaciones","category-circulo-para-el-conocimiento-publicaciones","category-publicaciones"],"taxonomy_info":{"category":[{"value":194,"label":"Art\u00edculos"},{"value":732,"label":"Cercle per al Coneixement Publicaciones"},{"value":735,"label":"C\u00edrculo para el Conocimiento Publicaciones"},{"value":193,"label":"Publicaciones"}]},"featured_image_src_large":["https:\/\/www.amicsdelpais.com\/wp-content\/uploads\/2025\/07\/default_image_amics_del_pais-2.png",839,559,false],"author_info":{"display_name":"Santiago Miralles i Colomina","author_link":"https:\/\/www.amicsdelpais.com\/es\/author\/smirallesc\/"},"comment_info":0,"category_info":[{"term_id":194,"name":"Art\u00edculos","slug":"articulos","term_group":0,"term_taxonomy_id":194,"taxonomy":"category","description":"","parent":193,"count":252,"filter":"raw","cat_ID":194,"category_count":252,"category_description":"","cat_name":"Art\u00edculos","category_nicename":"articulos","category_parent":193},{"term_id":732,"name":"Cercle per al Coneixement Publicaciones","slug":"cercle-per-al-coneixement-publicaciones","term_group":0,"term_taxonomy_id":732,"taxonomy":"category","description":"","parent":193,"count":1138,"filter":"raw","cat_ID":732,"category_count":1138,"category_description":"","cat_name":"Cercle per al Coneixement Publicaciones","category_nicename":"cercle-per-al-coneixement-publicaciones","category_parent":193},{"term_id":735,"name":"C\u00edrculo para el Conocimiento Publicaciones","slug":"circulo-para-el-conocimiento-publicaciones","term_group":0,"term_taxonomy_id":735,"taxonomy":"category","description":"","parent":771,"count":602,"filter":"raw","cat_ID":735,"category_count":602,"category_description":"","cat_name":"C\u00edrculo para el Conocimiento Publicaciones","category_nicename":"circulo-para-el-conocimiento-publicaciones","category_parent":771},{"term_id":193,"name":"Publicaciones","slug":"publicaciones","term_group":0,"term_taxonomy_id":193,"taxonomy":"category","description":"","parent":0,"count":761,"filter":"raw","cat_ID":193,"category_count":761,"category_description":"","cat_name":"Publicaciones","category_nicename":"publicaciones","category_parent":0}],"tag_info":false,"_links":{"self":[{"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/posts\/22210","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/users\/64"}],"replies":[{"embeddable":true,"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/comments?post=22210"}],"version-history":[{"count":0,"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/posts\/22210\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/media\/19934"}],"wp:attachment":[{"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/media?parent=22210"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/categories?post=22210"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.amicsdelpais.com\/es\/wp-json\/wp\/v2\/tags?post=22210"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}