The Streaming TV Phenomenon in Argentina: Evolution and Media Convergence

?? Argentina is living through a very dynamic evolution of digital news and entertainment media ?? Streaming channels, which initially emerged as amateur platforms during the pandemic, have solidified their position as key players in the audiovisual content landscape. This phenomenon not only represents an expansion of the media ecosystem but also illustrates how classic radio ?? and television ?? formats find new lives in a digital environment Many channels have adopted and adapted traditional TV practices, with great impact on audiences and innovating interaction with Argentina's media legacy.

Transition from Television to Streaming Channels

In Argentina, traditional television has long been a cornerstone of popular culture. However, the emergence of streaming channels like "Luzu TV", "Olga", "Gelatina" and "Blender" signals a significant shift in how audiovisual content is consumed. Despite their modern appearance, many of these channels have deep roots in 90s television, demonstrating a "media contamination" rather than a complete revolution.

In his work "From New Media to Hypermediation" (2008), Carlos Alberto Scolari , a renowned researcher and expert in communication and digital media, argues that when a new medium or language emerges, previous forms do not disappear but transform and integrate into the new medium. This principle is evident in Argentina today, where new streaming channels have not killed traditional television but have reconfigured it in a digital context.

Similarities with Traditional Television

Despite their modern look, streaming channels in Argentina have inherited several characteristics from classic television. For example, the programming announcements on Olga and Luzu TV are reminiscent of the annual programming announcements made by traditional TV channels like Telefé in the 90s. Moreover, elements of entertainment popular in traditional television, such as humorous sketches and choreographies, have been revived by these channels.

Differentiation of Streaming Channels

Despite similarities with traditional television, each streaming channel has developed its own identity and differentiation strategy. LUZU TV , for example, stands out not only for its content but also for how it presents itself to the public. Its 2024 programming announcement focused not just on the programs but on building a narrative about its identity. By addressing criticisms on social media about its lack of focus on political and social issues, Luzu TV created a message of identification with its audience. The narrative "we are like you" reinforces an emotional connection with viewers, going beyond mere entertainment to align with the expectations of an audience seeking relatable content.

On the other hand, BLENDER and OLGA have maintained a more direct approach, focusing on programming and pure entertainment content. These channels attract audiences not only through the quality of their content but also through their nostalgic and familiar formats. "Gelatina" (https://x.com/somosgelatina), led by Pedro Rosemblat, has a stronger focus on political satire and social commentary. Peronist Rosemblat, known for his sharp wit and incisive critique, features a politically charged tone, addressing current events in Argentina with humor and a critical edge. The show frequently discusses socio-political issues, engaging younger audiences who are active on social media and interested in alternative, irreverent perspectives on news and politics. Highlights are Rosemblat's interviews like this one with ex president Cristina Kirchner: https://youtu.be/DR8SU0ZDqj8?si=NrLaedl63vX4-uQS.

On the other side of the political spectrum in Argentina there are streaming services like "Carajo TV", a sharp right-leaning platform that caters to conservative audiences with a focus on political commentary and news analysis. Emerging as a counterweight to more progressive streaming services, Carajo TV offers content that critiques left-wing governments, socialist policies, and globalist perspectives. The platform positions itself as a voice for nationalism, free-market economics, and traditional Argentine values, aiming to resonate with an audience that feels sidelined by "mainstream" media. Its shows often feature outspoken hosts and pundits who take strong stances on hot-button issues, from economic reforms to immigration, and reflect broader conservative narratives seen in other parts of Latin America. While Carajo TV has faced criticism for polarizing rhetoric, it taps into the frustrations of many Argentinians who believe the country's media landscape lacks balanced representation of their views. This has enabled it to cultivate a loyal base that seeks out its alternative, assertive perspectives on national and regional politics.

Participatory Culture and Media Convergence

The rise of these streaming channels has also enhanced participatory culture and media convergence in Argentina. In the digital age, audience interaction and participation have become key elements of media success. Users are no longer passive consumers; they interact, comment, and contribute to content circulation across multiple platforms, from YouTube to social networks like Instagram and X (formerly Twitter). In front of Olga's studio, which can be seen from the outside on a street corner, numerous fans regularly gather to be included in the broadcasts.

This dynamic is crucial for understanding the impact of streaming channels. By recycling and adapting classic TV formats, these channels not only appeal to nostalgia but also invite audiences to engage in a continuous dialogue about the content they consume. This interaction enriches the viewer experience and fosters a community of followers who contribute to the channels' development and success.

The Future of Streaming and Television in Argentina

The coexistence of old and new in Argentina's media landscape is not just a passing trend but a manifestation of how media evolves in response to audience demands. Streaming channels like Luzu TV, Olga, Blender, Gelatina and many, many more demonstrate that it is possible to integrate the best of traditional television into a modern and accessible format, capable of attracting both new audiences and those who grew up with 90s TV.

This process of convergence and adaptation not only redefines what it means to consume audiovisual content in the digital age but also offers a glimpse into how media can continue to evolve without losing its essence. Ultimately, the question is not whether streaming will replace television but how both media will continue to influence each other in the future.

Sources:

Streaming y televisión tradicional: El arte de renovar lo clásico en un mundo digital

https://chelseahotelmag.com/streaming-y-television-tradicional/

Todos los streamings de Argentina juntos para ver online 2024 https://www.periodismo.com/2024/07/24/streaming-argentina-2024/ via @Periodismo . com?

?Cuántos canales de streaming existen en la actualidad? El resumen https://www.mirostream.com/2024-07-26/cuantos-canales-de-streaming-existen-en-la-actualidad-el-resumen-642/