LOCAL TELEVISION AND THE STRATEGIC USE OF INTERNET ANALYSIS OF THE SITES OF THE CHANNELS OF ZONE 7 OF ECUADOR

Local TVs must take advantage of the technologies in their combined strategy of local proximity with global breadth to embrace new audiences that are both inside and outside their physical space of coverage. The research proposes a case study of the sites of the local television channels located in Zone 7 of Ecuador. The methodologicalis based on the observation and use of a Website Evaluation Model that allows a median weighted according to the application of variables. The results obtained help to determine the optimal, acceptable, mejorably or deficient state of such webs in relation to information, usability, accessibility, mobility and interactivity, as key factors in the interpretation of the strategic use of the digital version of the medium.