The concentration of audience in Salvadoran television. A reading from the rating measurement

Abstract

This article is part of the research on the concentration of radio and television in El Salvador and its effects on the construction of the national. Faced with cultural dependence, television in El Salvador is experiencing changes in the flows of its programming. There is an increasing tendency to increase local production compared to international production; however, ratings measures show that audience concentration continues to favor global creative industries in partnerships with local ones. In a scenario of transformations of television consumption, the need to compete with more hours of own production emerges, but the data show that the possibilities of a proposal with identity, compared to the foreign one, are in the periphery of national corporations, which also highlights what other studies identify as the lack of public policies for radio and television.