EL COMPORTAMIENTO DEL CONSUMIDOR TELEVISIVO: LA INCIDENCIA DE LOS MOTIVOS DE EXPOSICIóN AL MEDIO, DE LA AFINIDAD AL MISMO Y DE LA VALORACIóN DE LOS CONTENIDOS SOBRE EL CONSUMO. UN ESTUDIO EXPLORATORIO DEL CASO DE ARAGóN

2010 is considered as a key year for the audiovisual sector, in particular television, where it is expected a whole digitalization, what means an increase of the number of television channels, more fragmented audiences, new screens for content distribution and reorganized advertising revenues.Since this situation, the analysis of consumer television behaviour became a key element on the way to the competitiveness of companies in the audiovisual sector. The knowledge of the motivations that lead the audience to be exposed to television, television preferences and assessment of major television content, will enable broadcasters to improve measures aimed at retaining the hearing itself, acquire new audiences or to attract the competition audience improving as a consequence, the business performance.The results of this paper confirm the importance of certain exposure motives, of the attitude and of the interest taking place television programming as determinants of the television consumption.