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We present a research that aims at exploring the relationship with Science of Spanish television professionals who have artistic, organizational, and executive responsibilities (e.g. Producers, Programmers, Writers, Directors, and Managers). Specifically, the study observes their practices (behaviors), beliefs (cognitions), and feelings (emotions) on Science, scientists, audiovisual content production inspired on Science and the role of media in transmitting scientific knowledge to society. Furthermore, the investigation also explores the conceptions that these professionals hold over their audiences in relation to Science and Science-based audiovisual content. In particular, it observes the conceptions these professionals have about audience's enjoyment of audiovisual content based on science depending on the ownership of the TV organization and its coverage. Finally, the research aims at identifying the conceptions that these professionals have on the importance of science in the current audiovisual market and its implications. Scientific Communication has received much attention by academia. In fact, there is a large body of knowledge on various aspects of the exercise of science journalism in media, and the effect of specific information messages in the audiences. However, there is lack of knowledge about the mentioned professionals of Communication despite their large degree of influence on deciding the content that are created and transmitted, on the business strategies of media companies to which they belong to and, in particular, on the mental citizens agenda that, ultimately, consume the media diets they design. The research has been funded by the Spanish Foundation for Science and Technology (FECYT, FCT-15-9831) through the program for the Promotion of Scientific Culture, Technology and Innovation, which aims at obtaining relevant information for increasing the presence and value of Science in Society. [ABSTRACT FROM AUTHOR]