Universitat Internacional de Catalunya

Television Communication

Television Communication
Second semester
Persuasive Communication
Comunicación audiovisual
Main language of instruction: Spanish

Teaching staff


Television Communication is a 6 ECTS credit subject that is taught during the second semestre of the first academic year of the degree in Advertising and Public Relations.

Knowing how to use visual language is an essential tool for understanding the different sectors in the communications industry. Television language, like other languages, has its own syntax and grammar. Understanding the use of this language as a transmitter of keywords, content and business strategies is critical to the future of the advertiser. This subject aims to teach students how to apply this language to the television sector and more specifically to the advertising in this means of communication.

Pre-course requirements

It is a pre-course requisite to have completed the subject TVSet in order to enrol for this subject.


Provide students with the basic principles and knowledge of the television world (terminology, parameters and consolidated standards of television today). 

Acquire analytical skills and apply theoretical knowledge to practice and find the direct link between the TV world and the advertising world, analyzing their operations and strategies.


  • 01 - The ability to plan technical resources
  • 03 - The ability to plan personal resources (personnel, materials, seasonal...)
  • 06 - The ability to act autonomously and responsibly
  • 07 - The ability to work in a group
  • 09 - Lingustic ability in Catalan, Spanish and English
  • 11 - The ability to make judgments and well-argued critical assessments
  • 12 - The ability to produce spoken and written texts
  • 13 - Reading skills
  • 14 - Ability to analyse
  • 15 - The ability to synthesise
  • 16 - The ability to detect newsworthy events
  • 18 - The ability to work under pressure
  • 20 - The ability of concretion
  • 22 - The ability to generate debate and reflection
  • 24 - The ability to plan and carry out audio visual and cinematographic projects
  • 26 - The ability to coordinate yourself and /or work together to / with a team
  • 38 - Ability to understand and apply the legal dimension of an audiovisual product
  • 39 - The ability to understand and apply the different agents of the audiovisual sector
  • 41 - The ability to understand and apply lighting and sound techniques of a film production
  • 42 - The ability to understand and apply the techniques and methods of film editing and post production
  • 43 - The ability to understand and apply different television genres and formats
  • 44 - The ability to understand and apply the various stages of development of a television programme
  • 45 - The ability to understand and apply different types of programme scripts
  • 46 - The ability to understand and apply the different lighting, graphic and staging resources
  • 47 - The ability to understand and apply the processes of television programme creation
  • 48 - The ability to understand and apply the expressive possibilities of new technologies
  • 52 - The ability to design and critique an audiovisual script
  • 53 - The ability to design and critique an audiovisual or media product
  • 55 - The ability to design and critique an informative discourse
  • 60 - Knowledge and mastery of the techniques of continuous narrative transmission
  • 68 - Knowledge and mastery of the distinction between opinion and information / colloquial and cultured register
  • 73 - Knowledge and mastery of techniques to analyze sources of information.
  • 87 - The ability and capacity to use technology and communicative techniques
  • 89 - The ability to create synergy in a working team
  • 92 - The ability for analysis, synthesis and critical judgment

Learning outcomes

Acquire a minimum knowledge of technical and visual language skills to successfully follow subjects related to the audiovisual world.

Understand the audiovisual product as an essential marketing tool to develop one's career.


Teaching and learning activities

In person

Lectures. In lectures, lecturers/professors not only transmit content or knowledge, but also, and above all else, attitudes, motivation, skills and values, etc. They also ensure that participants can express their opinions and arguments to the other students. 4
Seminar. This activity will consist of taking an in-depth look at specific up-to-date topics in a monographic manner-in some cases these topics will have been debated socially-, via active work in small groups. 2
Practical workshop. A highly practical working activity, where students can acquire skills that are practical or also theoretical (intellectual skills, logical skills, critical skills, intellectual learning skills, study skills, quoting skills, etc). 1

Bibliography and resources


BARROSO GARCÍA, J. Técnicas de realización y documentales para tv. RTVE, 1998

BARROSO GARCÍA, J. Realización de los géneros televisivos. Síntesis, 1996

FERNÁNADEZ, F.; MARTÍNEZ, J. Manual básico de lenguaje y narrativa audiovisual. Paidós Comunicación.

HART, J. La técnica del storyboard en cine, tv y animación. IORTV, 2001

PÁRAMO De, J.A. Diccionario de cine y tv: terminología técnica del mundo audiovisual. ESPASA CALPE, 2002

VV.AA. Realización y producción en tv. Instituto Oficial de radio y televisión, 2001

ZETTL, H. El manual de producción para vídeo y televisión. Escuela de cine y vídeo, 1996

ZÚÑIGA REDENAS, J. Realización en tv. Escuela de cine y video de Andoain, 2006



Bates, R. (2002) Cable TV systems and modem systems and technology. Mcgraw-Hill. Nova York.

Baylin, F i Gale, B. (1986) Satellite and Cable TV: scrambling and descrambling. Baylin and Gale. Boulder.

Benoit, H (1998) La televisión digital. Paranimfo. Madrid.

Blumler, JG. (1993) Televisión e interés público. Bosch Comunicación. Barcelona.

Bourdieu, P. (1997)  Sobre la televisió. Edicions 62. Barcelona.

Borque Palacín, A. (2000) Televisión: instalación, analógica y digital. Paraninfo. Madrid

Brown, A. i Picard, R. (2005) Digital Terrestrial Television in Europe. Lawrence Erlbaum. Londres.

Bustamante, E. (1999) La televisión económica. Gedisa. Barcelona.

Colom, R. (2006) La indústria de la televisió. UOC. Barcelona

Martínez Abadía, JM. i Vila Fumàs, P. (2004) “Manual básico de tecnología audiovisual y técnicas de creación, emisión y difusión de contenidos”. Paidós. Barcelona.

McDowell, W. (2006) Broadcast television. A complete guide to the industry. Peter Land. Nova York.

Missika, J-L. (2006) La fin de la télévision. Seuil. París.

Moragas, M. i Prado, E. (2006) La televisió pública en l’era digital. Ed. Pòrtic. Barcelona.

Negroponte, N. (1995) El mundo digital. Ediciones B. Barcelona.

Peñafiel, C. i López, N. (2000) La tecnología de la televisión: del disco de Nipkow a la revolución numérica. Universidad del País Vasco. Bilbao.

Prado, E. i Moragas, M. (2000) La televisió pública a l’era digital. Pórtic. Barcelona.

Pérez de Silva, J. (2000) La televisión ha muerto. La nueva producción audiovisual en la era Internet: la tercera revolución indústrial. Gedisa.  Barcelona.

Richeri, G. (1994) La transición de la televisión: análisis del audiovisual como empresa de comunicación. Bosch Comunicación. Barcelona.

Richeri, G. (1988) Los satélites de televisión en Europa: historia, política y economía. Fundesco. Madrid.

Sartori, G. (1998) Homo videns y sociedad teledirigida. Taurus. Barcelona.

Vilches, L. (2001) La migración digital. Gedisa. Barcelona

Vilches, L. (1993) La televisión. Efectos del bien y del mal. Paidós. Barcelona.

Wolton, D. (1995) Elogio del gran público: una teoría crítica de la televisión. Gedisa. Barcelona.

Zabaleta, I. (2003) Tecnologia de la información audiovisual. Bosch. Barcelona.

Teaching and learning material