246 El profesional de la información, 2016, marzo-abril, v. 25, n. 2. eISSN: 1699-2407 PROMOTION OF SPANISH SCRIPTED TELEVISION ON THE INTERNET: ANALYZING BROADCAST-RELATED WEBSITES’ CONTENT AND SOCIAL AUDIENCE Promoción de la fcción televisiva española en internet: análisis del contenido de las webs dedicadas a los programas y de la audiencia social Charo Lacalle and Deborah Castro-Mariño Charo Lacalle is a full professor at the Faculty of Communicaton Sciences (UAB) where she directs the Department of Journalism. She holds a PhD by the UAB. As a visitng professor, she has taught in several European and Latn American universites. She has numerous publicatons in books and journals specialized in media communicatons. She coordinates the Ofent (Observatory of Spanish Ficton and New Technologies) and the Spanish group of Obitel (Ibero-American Observatory of TV Ficton). htp://orcid.org/0000-0002-0024-6591 Autonomous University of Barcelona, Faculty of Communicaton Sciences 08193 Bellaterra (Barcelona), España rosario.lacalle@uab.es Deborah Castro-Mariño is a post-doctoral researcher at Madeira Interactve Technologies Insttu- te. She holds a PhD in communicaton studies (Autonomous University of Barcelona, UAB), a M.A. in research in communicaton and journalism (UAB) and a B.A. in journalism (University of Santago de Compostela). She was a recipient of the scholarship “Formación de profesorado universitario”, ofered by the Spanish Government. She is a researcher at the Observatory of Spanish Television Ficton and New Technologies, and at the Ibero-American Observatory of Television Ficton. htp://orcid.org/0000-0001-7980-0964 Madeira Interactve Technologies Insttute Caminho da Penteada, 9020-105 Funchal, Portugal deborah.castro@m-it.org Abstract This artcle summarizes an investgaton into the strategies employed to promote Spanish scripted television (TV fcton) on the Internet. The role of mediaton between television networks and their audiences is studied through the content analysis of 515 broadcast-related web sites and 7,849 comments posted by community managers and internet users with assumed feminine digital identtes on ofcial and unofcial sites. The ofcial sites are mainly dedicated to providing more informa- ton about programs, which represents most of the feedback posted on unofcial sites. Despite extensive actvity generated by televised fcton, television networks do not fully exploit these transmedia promotonal resources. Keywords Web 2.0; Television; Ficton; Promoton; Transmedia; Cultural intermediaries; Scripted television; Spain. Resumen Se resume una investgación sobre las estrategias promocionales de la fcción española en la Red. Se estudia la función de intermediación entre la producción y la recepción, realizada desde las plataformas ofciales y desde las extraofciales, mediante el análisis de contenido de 515 webs dedicadas a los programas y el análisis de 7.849 comentarios frmados por los community managers y por los usuarios que adoptan identdades digitales femeninas. Las páginas ofciales se dedican principalmente a ampliar las informaciones sobre los programas, que retroalimentan una buena parte de las plataformas no ofciales. A pesar de la enorme actvidad generada por la fcción televisiva, las cadenas no explotan sufcientemente estos recursos promocionales transmediales. Manuscript received on 10-11-2015 Accepted on 20-01-201 6