espanolA partir del ano 2012 Senal Colombia, canal pu- blico de cobertura nacional, inicio las retransmisiones deportivas internacionales, con el fin de incrementar sus audiencias sin perder el enfoque educativo y cultural de su programacion. Luego de seis anos de experimentar con contenidos de deportes, el Magazin Tour de Francia gano el premio India Catalina a mejor programa deportivo colombiano del 2015. Esta investigacion analiza criticamente los recursos esteticos y narrativos de esta pieza audiovisual para (1) identificar sus estructuras profundas de sentido y significacion y (2) conocer las percepciones que un grupo de televidentes tiene sobre sus contenidos. Los metodos empleados son el ana- lisis textual a los 21 capitulos o clips transmitidos antes de cada una de las etapas del Tour de Francia 2015, y la encuesta y dos grupos focales para la realizacion de un estudio de recepcion. Los resultados permiten concluir que los recursos esteticos y narrativos del Magazin contribuyen mas a fortalecer la identidad y motivar distintos usos de la bicicleta que a garantizar una audiencia fiel a la retransmision de las etapas del Tour de Francia. EnglishStarting in 2012, Senal Colombia, a public broadcasting channel with national coverage, started international sports transmissions aiming to increase its audience without losing the cultural and educative focus of its programming. After six years of experimenting with sports contents, the ‘Magazin Tour de Francia’ won the ‘India Catalina’ award for best sports program in Colombia in 2015. This research project critically analyzes the narrative and aesthetic resources of this audiovisual piece in order to (1) identify its deep structures of meaning and significance and (2) get to know the perceptions a group of viewers have about its contents. The methods used are the textual analysis applied to the 21 episodes of the magazine that were broadcasted before each of the stages of the ‘Tour de France 2015’ and a survey to two focal groups for the construction of a reception study. Results show that the aesthetic and narrative resources of the ‘Magazin’ contribute more to strengthening identity and motivating different usages of bicycles than it does to guaranteeing a devoted audience to the broadcasting of the ‘Tour de France’ stages.