Medios de comunicación digitales de Ecuador: análisis y modelos de negocio

Abstract

The general objective of this research was to analyze the digital media of Ecuador that has presence in the Regulatory Council, so that this information can serve as a guide to entrepreneurship in the digital journalism area. From which the following specific objectives are derived: 1) Characterize the digital media in Ecuador. 2) Determine information on the main business models used in Ecuador by digital media in its different platforms and 3) Generate a basic guide with relevant data to help the creation of digital media. This research has a case study methodology with a focus on field observation and qualitative way, through observation sheets for the analysis of digital media, which was divided into parameters that identify the actions of such media from the digital aspect and content. Interviews were also conducted with experts in the area of communication to contrast, based on their statements, the existing evidence in the digital media. It was considered within the universe the 88 media that are registered in the Consejo de regulación, desarrollo y promoción de la información y comunicación of Ecuador, providing as a final sample a total of 16 digital media, which were subjected to the observation sheet where six business models are specified based on the research. After having applied the mentioned techniques, it was obtained as a result that 12 of the 16 digital media applied through social networks or platforms analyzed the advertising business model and sales resulting in an acceptance at the user level, as well as the model of sale of physical or virtual products or sale of services. It was found that 2 of the exposed media apply the intermediation business model and only 1 media applies the affiliates business model since it promotes through a network of users the cable television services provided by such media in addition to the information provided in its social networks. It was found that there is much ignorance on the part of professionals or people who are behind a digital media regarding the implementation or development of a medium, which is why through various parameters and the development of a basic guide they can access information on how to proceed for a medium to be registered and what points should be considered to start successfully in the digital world. In conclusion, developing a basic guide for the creation of a digital media with contrast in the analysis and business models will help professionals to have a more critical thinking about what should be done before taking the step to the different digital platforms.