Maribel Ramos-Weiner|14 de noviembre de 2019
Thomas McCarthy, Sales Director at Bitmovin, suggests TV companies that want to reach audiences on multiscreen to look for solutions that allow flexibility. “In the last 7 to 10 years, software solutions are much more important than hardware. They allow flexibility through the cloud for each operation," he explains.
McCarthy was part of the panel “Towards new multiscreen audiences," of the past NEXTV CEO LatAm held in Miami. David Docker, Head of Strategies and Analytics at Cable Bahamas; Carlos Sánchez, Social Networks Director at TV Azteca and Constantine Costopoulos, Digital Services Manager at HITN, accompanied him in the discussion.
Sánchez comments that after coming from a very traditional background, they are now in an evolutionary stage when they understand that habits changed. "This is an expansion of how we offer content. Now, our shows can also be watched on four different applications, as well as the traditional screen. We are also focused on making our experience more attractive and interactive," he expressed.
Docker said that now they have an amazing combination of data and know what their consumers are doing. "We started with analytics to group our consumers in order to be able to make recommendations to them. Before, we never thought about approaching our users as an audience, now we do. That is the big difference between Amazon and Netflix, among others,” he highlighted.
McCarthy added that OTT has to be profitable for operations and the way commercials are inserted has to be more and more tailor made for consumers. It is a very relevant change to achieve this.