Conectar con el público: diseño estratégico de las comunidades de usuarios por la TV

The challenges of human interaction go through the basic need to connect. TV digitization resulted in a converged environment that strengthens the "de-massification of the mass media". The increasingly personalized, targeted, shared and commented consumption require strategies to connect directly to each user, while seeking his own connection with other public and with the media. This article is part of the strategic interests of the user communities in the converging TV, especially among the millennial audience. We conclude that have barely yet developed its potential and opens an avenue of discussion to improve the connection between the transmedia programming and audiences.