Abstract

This article offers results derived from research on the convergence process of the Basque public broadcasting group Euskal Irrati Telebista (EITB ). The essay focuses on the relationship and the synergies between EITB ’s radio, television and internet newsrooms, by analysing this group’s production and distribution model. This study is prompted by the convergent purposes made public by EITB in its most recent Strategic plan (2010-2013) and uses both qualitative (in-depth interviews with managers, ethnographic observation in the newsroom and focus groups) and quantitative (survey of reporters) analyses. The conclusions indicate that EITB is headed toward a cross-media newsroom structure, even though there are still many challenges to face, as a consequence of the strong, established newsroom cultures and the need of promoting further editorial coordination between the three platforms.