The strategic evolution of television in the design at electoral compaigns (2003-2009) in the Basque Country

This paper analyzes the role of television has been assigned by communication officers responsible for electoral campaign design in the Basque Country. The methodology consists of the case study, which is based on municipal and regional elections held in the Basque Country in 2003. In addition, the article looks at the current context through surveys and in-depth interviews with communications officers in the Electoral campaigns. In 2003, which is a benchmark for the communicative changes and the continuum of communication in Spain, the two large Spanish parties took their cameras to political rallies for the very first time. This would send for free their own television signal to television channels. After that, other political parties pursued the same strategy In 2003, there were three strands of opinion: the use of television by political parties : the potential to control the image and political discourse, and its important role for the personalization of candidates and the decisive influence of television.. In conclusion, the research finds that the role of television remains a priority and fundamental in electoral campaigns design during 2003-2019 in the Basque Country.