ABSTRACT
The digitization and diversification prompted by the development of Web divisions has situated
media groups at a decisive point, requiring strategies of adaptation that necessarily involve
multimedia convergence. This key term for understanding communication today alludes to a
gradual process which has the integration of newsrooms as its goal and is making itself felt in
different interrelated fields. In Europe, public audiovisual corporations such as the BBC (United
Kingdom), SVT (Sweden), NRK (Norway), DR (Denmark) or YLE (Finland) have provided some
relevant cases of convergence to date. In Spain, such adaptation is still moderate and it is the
regional media that are showing a particular predisposition to change. In this context, this essay
analyses the experience of one of the pioneering public groups in the Spanish state, the public
radio television of the Basque Autonomous Community, Euskal Irrati Telebista (EITB). In line with
other studies with similar characteristics, it employs a mixed methodology incorporating
quantitative and qualitative procedures. The results make it possible to argue that EITB is slowly
advancing towards convergence, setting out from strategies typical of the initial phases of this
process, such as grouping newsrooms together in the same physical space, cross-media
promotion, taking advantage of synergies of multiplatform distribution or basic editorial
coordination, which places this group midway between digitization and convergence.
