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Jorge Colon of Letca Films: Commercials are being transformed, if not extinguished
Manuela Walfenzao| 29 de julio de 2020
Jorge Colon Director
According to Jorge Colon, founder and president of Letca Films, advertising and content are moving along lines that will meet at some point. “Commercials are being transformed, if not extinguished,” he said. “Advertisers must somehow find a way to integrate their ads with content in order to be relevant. So we can do nothing but wait to see how and when the two lines meet, thanks to what is happening with technology.” He noted that what was supposed to happen in two years happened in a month or two of the pandemic. “We realized that we could work from home…that we can make things more virtual. We also realized that advertising can take that path.” Another element has been added to this equation that is neither advertising nor content. “The programmer, the network or the streaming platform is each a huge factor in this game. They are defining how to monetize this new way of doing things,” Colon said. “What is happening now is that a streaming service like Netflix, which in a certain amount of time will be unable to support itself on subscribers alone, must create a content format with advertiser participation because it needs the income. Or do what is happening now with Hulu and Peacock, which is to force you to watch commercials if you want to watch live TV, when the advantage for viewers used to be not having to watch commercials.”
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