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Resumen: Esta investigación analiza las estrategias de innovación e interacción social de las radiotelevisiones públicas europeas como respuesta a los retos de transformación y adaptación a la nueva ecología de la comunicación digital. Metodológicamente, se realiza una exploración de las memorias de las corporaciones, un mapeo de la estructura de sus plataformas en Internet y una observación selectiva de la gestión de las webs y sus comunidades de usuarios de los entes públicos de los cinco países europeos con mayor población (Alemania, Reino Unido, Francia, España e Italia). Los resultados muestran que la participación y gestión de estas comunidades es todavía incipiente, poco proactiva y bastante condicionada por las exigencias de sus organizaciones públicas matrices. Abstract: This research analyzes the innovation and social interaction strategies of European public service media (PSM) in response to the transformation and adaptation challenges entailed by the new digital communication ecology. The research methodology was based in the study of the corporations’ annual reports, a mapping of the structure of their Internet platforms and a selective observation of the websites and the users communities of the PSM of the five European countries with greater population (Germany, the United Kingdom, France, Spain and Italy). The results show that both participation and the management of such communities is still incipient, not very proactive and quite conditioned by the requirements of their parent public service organizations. Resumo: Esta pesquisa analisa as estratégias de inovação e interação social das radiotelevisões públicas europeias como resposta aos desafios de transformação e adaptação à nova ecologia da comunicação digital. Metodologicamente, se faz uma exploração das memórias das corporações, um mapeamento da estrutura de suas plataformas na Internet e uma observação seletiva da gestão das webs e suas comunidades de usuários dos entes públicos dos cinco países europeus com maior população (Alemanha, Reino Unido, Franca, Espanha e Itália). Os resultados mostram que a participação e gestão destas comunidades é ainda incipiente, pouco proativa, bastante condicionada pelas exigências de suas organizações públicas matrizes.

The contemporary media environment challenges public service media (PSM) values as algorithms optimize content exposure. Niche audiences seek social media platforms and enjoy content specifically targeted to them. PSM organisations can however in their own way engage in similar strategies, while also leading an innovative charge towards socially responsible media automation practices. Digital intermediation is thus a process that enables cultural production through the combination of technology (platforms), digital agencies (Multichannel Networks), and automation (algorithms) to increase the visibility of popular users and their content, specifically through digital influencers. In this paper, we highlight and discuss how PSM can integrate cutting-edge digital intermediation strategies to increase its visibility through the combination of digital first personalities (Hutchinson, 2019) and innovative algorithmic strategies (Sørensen, 2019). The contemporary media environment challenges Public Service Media (PSM) values as algorithms optimize content exposure. Niche audiences seek social media platforms and enjoy content specifically targeted to them. PSM organizations can however in their own way engage in similar strategies, while also leading an innovative charge toward socially responsible media automation practices. Digital intermediation is thus a process that enables cultural production through the combination of technology (platforms), digital agencies (Multichannel Networks), and automation (algorithms) to increase the visibility of popular users and their content, specifically through digital influencers. In this chapter, we highlight and discuss how PSM can integrate cutting-edge digital intermediation strategies to increase its visibility through the combination of digital first personalities (Hutchinson, Digital First Personality: Automation and Influence Within Evolving Media Ecologies. Convergence: The International Journal of Research into New Media Technologies, 2019) and innovative algorithmic strategies (Sørensen, Public Service Media, Diversity and Algorithmic Recommendation: Tensions Between Editorial Principles and Algorithms in European PSM Organizations. INRA at RecSys 2019: 13th ACM Conference on Recommender Systems Copenhagen, Denmark, 2019).