U.S. HISPANIC
Luis Villanueva of Somos TV: Understanding the forces that impact the distribution of channels
1 de mayo de 2012
The keys to triumphing in the Hispanic market of the US stem from understanding that we are a developing market, segmenting, and with a growing importance for paid TV, which determines the path for a segment like the Hispanics. The significant growth of this segment (which is now at 50 million) allows us to anticipate the same forces that wrote the history of television in the USA, now accelerated by the impact of technology. From one point of view, we believe were headed toward a growing segmentation, which should be based in the understanding of the demographic part of the market or the most fine-tunes segments. Strategies should also take into account the forces that impact the distribution side, like high-definition televisions, TV Everywhere, the combines use of computers, cell phones, tablets and TV screens. This influences the licensing rights and the instinct that one must have to utilize each one of these platforms without overinvesting or running out of time. One must also take into account that habits and the audience change and that the public that watches open TV isnt the same that watches paid TV, which has a lot more options and where more research is done on the viewers. I dont think theres a recipe for success. One just must maintain attentive and updates, because the growing attractiveness of this market implies the aggressive entry of many competitors.
