U.S. HISPANIC
Rakuten TV: We’re inviting brands to join us in the co-production and monetization process of the originals in FAST
Maribel Ramos-Weiner| 21 de abril de 2023
Cristian Liarte de Rakuten
Three years ago, Rakuten bet first on the AVOD model and more recently they went for a FAST channel strategy reaching already 500 channels in the 42 territories of Europe, as well as Owned & Operated (O&O) channels. Cristian Liarte Hernández, Europe Head of Originals of Rakuten TV, said at MIPTV that they cover 140,000 to 150,000 homes in Europe with their original production distribution.
He explains that the company understood that in order to differentiate itself in the future -in the medium and long term- it had to generate more exclusive titles for its audience. “Therefore we decided to start producing and/or licensing exclusive content for this type of distribution. We are already at the point where we are going to have specific premieres on FAST channels. Consumption has shown us that we can test, and by having our own platform and technology, we can do these tests and assess. The path has led us there,” he said.
Regarding advertisers, he explained that what makes the most sense for the platform is to invite brands to participate in the productions they are making. “We are building something very interesting, which is not supported by a brand entertainment or branded content model (although the platform is also open to that type of model so that brands can produce and launch their own content on Rakuten TV), but it is more a co-production model where the brand contributes with something of value.”
He mentioned the case of the documentary they made about the golfer Seve Ballesteros, who for many years has been sponsored by Rolex. “Rolex was a natural partner and fully understood that this was not a sponsorship, but rather a co-production model. They have their own footage, files, and materials that add value to us as a platform and to the producer. It is unreleased footage. Here is where we understand the model of building with the brand. It is the perfect example for us of how to work. We do not want the brand to feel only like a paying party getting in return only visibility and marketing, but rather we invite it to benefit from the monetization of the title, to receive a revenue share like any other party that is involved in production does.”
He highlighted that unscripted shows -such as talent competitions and reality shows- are the ones showing the best indexes on these platforms. Last year they launched their first reality show Discovering Canary Island presented by Pilar Rubio and they are renegotiating a possible new season as well as other talent shows for other territories.
