Trends on the relationship between public service media organizations and their audiences

The coordinates for the general television channels have changed. Young audiences watch less and less television. Mostly, they subscribe to some video-on-demand platform and consume content, especially fiction, on multiple screens. They are on the Internet and on the networks. The public television service faces the challenge of being part of its information and entertainment time. The chapter studies the current relationship between the PSM in Spain, Italy, and Portugal and their younger audiences and proposes lines of action to improve their interaction. A public television service with the participation of young generations in the present guarantees its continuity and necessary role in the society of the future.