This year, the Miss Venezuela beauty pageant reaches its
65th anniversary and since Cisneros acquired the franchise in 1981, they have transformed it into a multiplatform entertainment format, according to Jonathan Blum, President of Cisneros Media.
“We have gradually turned it into a platform where advertisers can place their ads, not just one night. It isn´t only a beauty contest, it is an array of programs that range from reality shows, talent shows to digital events in which we offer advertisers the possibility of being present on the open screen, cable and digital,” he comments.
Blum highlighted the digital aspect of the contest. “For us, digital transformation is very important. In the last few years, the event consisted of an initial presentation of the candidates, an interactive gala, and then the final evening. We have incorporated into the program, La Magia De Ser Miss,
held for the fourth consecutive year, and the Interactive Gala
–which we did one evening when digital advertisers offered a band chosen on Twitter or on our official page- we have now divided it into seven,” he expressed.
Blum recalled that in 2016, the pageant generated more than two billion impressions on Twitter and the online broadcast had more than 200 thousand views.
The contest is on Thursday, November 9. OnDIRECTV airs it for LatAm. For the rest of the world, it will be live on Miss Venezuela.TV and Venevision USA will air it in the US.