This paper analyses the way in which traditional broadcasters are reorienting their strategy to reach young audiences. From this starting point, we analyse the three specific offers launched very recently by Spain's leading audio-visual groups for youth audiences. The online platforms constitute an attempt to compete with the new internet-distributed video offerings that are gaining increasing ground across the world. These platforms (Flooxer from Atresmedia, MTMAD from Mediaset and PLAYZ from TVE) have contributed to the adaptation of their company groups to the new environment in order to get closer to this hard-to-reach young audience.

中文翻译：

---

适应还是死亡？西班牙传统电视广播公司如何应对新视听生态系统中的青年目标

本文分析了传统广播公司重新定位其策略以接触年轻观众的方式。从这个出发点，我们分析了西班牙领先的视听团体最近为青年观众推出的三项具体优惠。在线平台试图与新的互联网分发视频产品竞争，这些产品在全球范围内越来越受欢迎。这些平台（来自 Atresmedia 的 Flooxer、来自 Mediaset 的 MTMAD 和来自 TVE 的 PLAYZ）有助于他们的公司集团适应新环境，以便更接近这些难以接触的年轻观众。