Behind the acronym of various technologies, media business strategies seek to survive the force of new entrants. From the perspective of the social construction of technology, the aim of this article is to analyze, in the context of an internationally growing trend of alliances, the cooperation between the Spanish public corporation, RTVE, and the two main private groups, Atresmedia and Mediaset, in the form of the HbbTV offer, LOVEStv. The idea behind LOVEStv is not only to protect traditional television from the incursion of other companies which distribute audiovisual content but also to offer functionalities previously unavailable in linear television. HbbTV is being used to bring “old” television even closer to the Internet environment for this ongoing process to be progressive and non-disruptive. In addition to the documentary analysis, the present study includes statements from the main strategic leaders of both RTVE and the private groups, the HbbTV Association, and the technological partner.

在各种技术的缩写背后，媒体商业战略寻求在新进入者的力量下生存。本文的目的是从技术社会建构的角度分析，在国际联盟日益增长的趋势背景下，西班牙公共公司RTVE与两大私营集团Atresmedia和Mediaset之间的合作。 ，以 HbbTV 优惠的形式，LOVEStv。LOVEStv 背后的理念不仅是保护传统电视免受其他分发视听内容的公司的入侵，而且还提供以前在线性电视中无法获得的功能。HbbTV 被用来使“旧”电视更接近互联网环境，使这一正在进行的过程是渐进的和非破坏性的。除了文献分析，