In the last few years, profound economical, socio-cultural and political changes have modified the communication structure of the Land of Valencia. Radiotelevisió Valenciana that started regular broadcasting in 1986, now needs a radical readjustment. The author has analyzed the Valencian public company in two different dimensions. On the one hand, a theoretical and applied approach focused on different spheres of the professional and business activity of the group RTVV. On the other hand, an auto-diagnosis of the actors participating in the diverse societies of RTVV: Executive bodies, Management, Staff.The result is a Strategic Plan with 15 specific spheres of activity and their corresponding strategic lines to be put into practice until the analogue switch-off.
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