The Universitat Jaume I analyses the use of fictional characters for the communication of major brands



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## The Universitat Jaume I analyses the use of fictional characters for the communication of major brands

24/01/2017 |
SCP

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* [![ transmedia _MG_8598](/com/noticies/2017/01/2q/transmedia/_MG_8598.jpg)](#)

A research carried out by the Universitat Jaume I, coordinated by the lecturer Esteban Galán, from the Department of Communication Sciences, has analysed the use of fictional characters to design transmedia strategies in the communication of major brands. The study, whose conclusions have been published in the journal *El Profesional de la Información*, reflects the process of creation, development and impact of the character “Benito” for the company Cuétara created by the Valencian film producer Pasozebra Producciones.

The lecturer of Audiovisual Communication and Advertising has analysed how the character of Benito has been able to adapt in these years to the new platforms that did not exist in 2003 when it was created, like mobile applications, YouTube or the Facebook social network. Galán argues that the spot on television has continued to be the centre of the communication strategy, but this television content and the packaging of the product itself referred the consumer to contact Benito on different platforms. "In the packaging of the product appeared a comic in which the character solved peculiar situations in a funny way and, finally, he invited the user to follow his new adventures in a multiplatform environment," Esteban Galán points out.

Nowadays, large companies are finding it increasingly difficult to maintain their quality labels on the shelves of large-scale distribution. Likewise, audiovisual creators find it difficult to obtain funding to develop their projects. For this reason, the option of joining forces between brands and creators, in order to generate content together, seems to be a good option and opens an exciting field of work for professionals and researchers in communication," according to the lecturer and researcher.

FROM BENITO TO TIKATO

The character of Benito today no longer appears like image of the brand due to a resolution issued by the Madrid Court of Arbitration that in 2016 declared cancelled the contract by which in 2003 the Valencian study of animation Pasozebra ceded the rights of use of the character “Benito” to the company Cuétara. The sentence considered that the use of the character in applications and social networks — requested by Cuétara to several producers — violated this contract, since it did not consider such use. The character is now in hands of its original creators, continues to have many projects ahead and can be followed under the name “Tikato” in his new [Facebook](http://www.facebook.com/Tikato-1735183006718580/) profile.

Esteban Galán is lecturer of Audiovisual Communication at the Department of Communication Sciences in the Universitat Jaume I and his main line of research is the use of transmedia communication in the audiovisual story. Galán has extensive professional experience in the field of television production and is a member of the ITACA-UJI Research Group. For a few weeks, he has been directing the podcast *Transmedia: el programa de investigación en comunicación*, <https://transmediacommmunication.com/>.

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