The convergence of television and the internet is profoundly changing the audio-visual
market. Connected TV is offered through a wide range of internet-enabled devices. Taking
audience perspective into account, the aim of this article is to describe television companies¿
strategies for their multiplatform portfolios and the impact that this new context has
on traditional pay television companies.The main data sources are professional reports,
case studies, and an original online survey carried out in Spain.