Overview

The mass media are transforming their operating methods with the aim of retaining and expanding their audiences. In this context, audiovisual production has become an essential activity for positioning content on traditional and digital platforms. Inserted into these global dynamics, Cuba promotes academic research to improve the effectiveness of its public media system. In line with the above, this research addresses the need to increase the effectiveness of audiovisual production management in Cuban television centres. To this end, it has developed a methodological tool consisting of a theoretical model from which a general procedure and specific procedures are derived that favour the improvement of the audiovisual production management process in Cuban television centres.

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