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in the development of these initiatives, which have materialized differently depending on the observed television genres. Through a comparative content
analysis of the programming on mainstream television in Spain between 2010 and 2014, this research analyses the evolution of the invitational strategies
(Ross, 2008) of its six main television channels (La 1, La 2, Antena 3, Cuatro, Telecinco, LaSexta), focusing on the promotion of liveness in different television
genres. The aim of this paper is to describe the role of audience participation in the construction of liveness in television. Results are presented taking into
account the following variables: synchrony or asynchrony of participatory features, live or recorded broadcast, and genre of the programs. Results show that,
for instance, audience comments have served to sustain liveness in television in the era of audience fragmentation and multiplicity of devices and distribu‑
tion channels. Whether real or symbolic, participation does create a sense of liveness and helps when creating a closer relationship between audiences and
texts. On the one hand, liveness generated by participation has helped recorded programs to simulate a fake live broadcast and to generate shared viewing
experiences. On the other, it has amplified the experience of major live events, such as sports broadcasts and reality shows. Data gives us the opportunity to
identify and interpret the similarities and differences in the way liveness is being constructed through participation in various television genres.