La comunicación institucional como herramienta para el fortalecimiento de la imagen corporativa en el medio televisivo Ecuavisión canal 29

Abstract

Abstract:The purpose of this research was to design an institutional communication strategy that contributes to strengthening the corporate image of the television station Ecuavisión Canal 29, in order to face challenges arising from digitization and changes in information consumption. Using a qualitative approach, which included semi-structured interviews with internal audiences (7 actors) and a focus group (8 participants) for the local audience, a diagnosis of the current state of institutional communication was carried out, identifying strengths, weaknesses, and predominant practices. The perception of the corporate image was also examined, along with strategies and proposals considered appropriate for improving the channel's corporate image. The results show that the channel is well positioned and conveys credibility and security, but that internal coordination needs to be improved to increase response times, modernize the image, and strengthen the content offering. Based on these findings, an institutional communication strategy was designed to consolidate the corporate identity, strengthen the relationship with the community, and enhance the positioning of the media in a competitive and constantly changing media environment.