This article considers EITB as a case of interest to delve into the innovations of local radio and television stations in areas related to content and brand management in the field of audiovisual groups. Specifically, the research focuses on two transmedia projects -Maratoia and EKIN! - recently developed by the Basque corporation Euskal Irrati Telebista (EITB). These projects are representative for their social value and, more specifically, for their Corporate Social Responsibility (CSR) value, which is decisive in the field of public media (Díaz-Campo and Berzosa, 2020). Based on the empirical study carried out, the conclusions analyse theoretically why transmedia productions are effective innovative formulas for community radio and television stations to fulfil their public service mission in a highly competitive environment. This is an important step forward in understanding the main assets and challenges of this type of media, for which audiences and emotional engagement are highly valuable legitimising and distinguishing elements

[EU] Artikulu honek kasu interesgarritzat hartzen du EITB, ikus-entzunezko taldeen esparruan, hurbileko irrati-telebisten berrikuntzetan sakontzeko edukiei eta markaren kudeaketari dagokienez. Zehazki, ikerketak erreparatzen die bi transmedia proiekturi -–Maratoia eta EKIN!–, duela gutxi garatuak Euskal Irrati Telebista (EITB) korporazioan. Bi proiektuak nabarmentzekoak dira, bai gizarte balioagatik bai –bereziki– Gizarte Erantzukizun Korporatiboagatik (GEK), funtsezkoa hedabide publikoetan (Díaz-Campo eta Berzosa, 2020). Egin den azterlan enpirikotik abiatuta, ondorioek aztertzen dute teorikoki zergatik diren transmedia ekoizpenak baliabide berritzaile eraginkorrak hurbileko irrati-telebistek beren zerbitzu publikoko eginkizuna bete dezaten lehia handiko ingurune batean. Era honetako hedabideentzat, audientziak eta engagement emozionala balio handiko elementu legitimatzaileak eta bereizgarriak dira, eta, beraz, ikerketa hau urrats garrantzitsua da haien aukera eta erronka nagusiak ulertzeko.