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An explorative study is conducted on La Marató de TV3, as it is the most popular telethon in Catalonia and is responsible for the most fundraising in all of Spain. The most recent edition, in December 2010, raised EUR 8,735,103, the highest amount raised in the telethon's history. This study focuses on the two aspects that are key in explaining the success of this Catalan telethon: the production and the audience. The production of the telethon with references to the content and the audience reactions and involvement (participation and donation) are studied to find out what specific elements enable the telethon's success. La Marató de TV3 is not yet analyzed in this way by other researchers.
About the author
Marta Domènech Baldó, Studied Master Media and Journalism, specialization in Media, Culture and Society at Erasmus University of Rotterdam. Country Manager at Openprovider B.V., Spain.
Summary
- Hiroto, a part-timer without a steady job, is on his lunch break in the park
when a cute little boy appears in front of him and stares enviously at Hiroto's
lunch. The child looks so irresistibly cute and hungry, Hiroto shares his lunch
with the boy. When the child's father, Suguru, finally shows up and sees his
picky-eater son enjoying a meal, he offers Hiroto a housekeeping job! The father
is a pilot and cannot be home all the time, and needs a caretaker for the boy
and their beautiful home. Just as things start going well for Hiroto, he begins
to fall for Suguru...and learns that the previous housekeeper had to resign
because of romantic involvement with the dashing pilot! Can Hiroto keep his
emotions in check?
