Television archives, social networks and the young audiences: The example of Internet memes as a way to revitalise public broadcasters’ engagement

The purpose of this research is to explore the efforts that Spanish public television archives are making bring their audiovisual content closer young people via social networks. Specifically, text focuses on analysing national company RTVE and Andalusian regional agency (RTVA), known as Archivo MemorANDA, respectively. methodology used based both qualitative quantitative tools, consisting analysis in-depth interviews. results obtained show platforms manage reach people, but indirectly through viral videos or Internet memes. archive most successful among because it has a more extensive collection resources well policy clearly geared towards dissemination its heritage. negative aspect identified in study was repetition clichés, especially case MemorANDA.