The role of EITB as a driver of Basque culture among Basque millennials

Sammanfattning: This study analyses the involvement of young Basque millennials with EITB, the Basque public media. Specifically, it focuses on knowing what these young people think of these media and revealing what their experience of engagement with television programming is. EITB was founded in 1982, years after the end of Franco’s dictatorship which, based on an ideology of extreme Spanish nationalism, persecuted any Basque cultural expression for decades. From its inception, this public broadcaster has sought to promote Basque culture and the Basque language and, after several years of development and growth, it is now facing new challenges arising from the digital era. In this context, the new forms of consumption, habits and the massive offer of audiovisual material force the public broadcaster to make an effort to reach their audiences and to make them loyal. In this sense, I will analyse which the paths that EITB uses to contact young millennials are and where its role as an agent for the social development of Basque culture lies.