Implementation of innovation strategy: the case of CCRTV interactive

Abstract

Along this paper we study how a small and regional public television channel has used public funding to improve its service and to enlarge its scope to new technologies. The case we have selected is CCRTV Interactiva (CCRTV Interactive), a sister company of the Corporaci6 Catalana de Mitjans Audiovisuals (Catalan Audiovisual Media Corporation), a public regional corporation depending on the Catalonian Government. After reviewing the legal and market framework, we analyse the strategy of the corporation, its services and its results. A reasonable funding, a good coordination between old and new media and between creative and technological personnel, an effective leadership and the creation of a separated company seems to be key factors to understand the success of CCRTV Interactiva on new media markets.