U.S. HISPANIC
Telemundo Streaming Studios: Metrics made us change our perspective of the content we develop
Maribel Ramos-Weiner| 16 de noviembre de 2022
Conferencia Where Art Meets Science
Carlos Quintanilla, VP of Original Content Development at Telemundo Streaming Studios, was a panelist at the conference “Where Art Meets Science” with Parrot Analitycs, one of the first conferences held in this new edition of MIP Cancun 2022.
During the conference, the benefits of metrics and the understanding of the audience watching the different television programs to know which segment to direct their next episodes were discussed. Quintanilla mentioned the case of Control Z, a series made for a generation Z segment, and by knowing its real audience through numerical data, they were able to realize that much older people were also consuming the product.
“With Control Z we thought we were making a series to captivate young audiences, and the theme was so interesting that we saw how something that was not made for an adult +49 niche, became of great interest to that audience. With this type of data science, we have turned around the following seasons and the challenge has been to continue making the series for young audiences, but including relevant content for older ones and thus also maintain this segment,” Quintanilla said.
He stated that due to the data collected from audiences in the first season, they had a change of perspective on what had to be developed.
“Now the data tells us not to focus only on the young target, so we decided to do a global review of what was being produced and for whom, with results that changed the course of the development of that content,” he concluded.
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