Seems that "explotación mediática" in this context hasn't got a BAD connotation. In fact, I think it's the other way round so, why not "media exploitation"?.
Taking into account "exploitation" meaning "aprovechamiento", which is, in my view, appropriate for this context, the meaning conveyed is just of the "useful side" of the media.
Besides, "media exploitation" gives 1070 hits in Google.
Anyway, this is just another brick in the wall.