| Summary: | Showmatch has remained, almost unchanged, on the screen for more than a decade. It is a beacon product of Argen-tine air television. Around it organizes and illuminates the rest of the programming, produces ad hoc programs and generates agenda item in the other media. We are interested in the analysis of Showmatch from a double objective. Firstly, realize the characteristics of the program. Secondly, inquire into the forms of consumption and the tastes of the audiences who watch Showmatch. The two objectives are articulated in the plot line supported by a hypothesis: the constitutive and permanent elements of the program do not necessarily lead to a choice by the audiences. The methodological design articulates the empirical inquiry on the tastes and forms of consumption with the reflection on the characteristics of the program.
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