Tu Mañana, A Glocal Television Program

• In Event: Economics and Politics in Puerto Rico’s Mass Media Industry

Abstract

This research aims to identify how the processes associated with globalization are reflected in the Puerto Rico television program "Tu Mañana". For this, a qualitative methodology was used, using semi-structured interviews and oral history to explore the changes that have transformed the program format in its long existence. We interviewed Yolanda Zavala, who was assistant director of the program when started, and Elwood Cruz who served as the program's anchor for 11 years. Also, through the analysis of cyber documents, this study focuses on how changes in the program benefited or harmed the development of "Tu Mañana".

The results of this research showed that the common processes of globalization adversely affected the local product. The recollected data showed that the reinvention of the program -which furthered itself from an investigative and news-based product on behalf of a magazine and soft-news format-, was done to appeal to a glocal public, but ended up losing audience. That is why this study proposes that one must investigate what the interests of a particular audience are before reforming local production. It is the best and most effective way of avoiding economic losses.

Author

• Glorimar Velázquez Carrasquillo, U de Puerto Rico, Recinto de Río Piedras