Channels must focus on delivering content beyond linear

Luis Caballero, Executive Director of Hispanic Strategy Marketing at Cox Communications, recommended channels and programmers who wish to enter the operator to truly focus on delivering content beyond linear TV. Caballero made his comment in the context of the second session of the day, dedicated to marketing in the 18th Annual Hispanic Television Summit.

Caballero, who spoke with Adriana Waterston, SVP, Insights, and Strategy at Horowitz Research, mentioned that COVID-19 accelerated many aspects and trends that were already appearing: the importance of speed and stability of the Internet connection for families and the arrival of the movie releases with digital quality direct-to-consumer in the comfort of his home.

Additionally, he said that COVID-19 boosted all the direct-to-consumer offers, such as Disney+, among others. It also accelerated for the company the launch of its streaming player Contour, which includes a remote control and is installed on any TV in the home without the need to connect cables. “It exhibits our product to new users, without them having to leave behind their video options,” he explained.