Daniel Otaola of Telefe: Opportunities for bringing content to users accustomed to other screens

The TV Everywhere concept requires development of content providers, but it also needs technological solutions for users to access that content. We are trying to use all the different distribution options.In terms of timing, content development in the Hispanic market lags that of the general market: programming packages in Spanish are traditionally launched after packages in English.The TV Everywhere concept is new to the Anglo market, so it is expected that the Hispanic market is still behind in its development. The user is classified more by access than nationality, especially in a developed market such as the U.S. The user per se is the one who pushes and later decides which content to consume: whether it’s in English or Spanish. It’s an opportunity to bring content to users accustomed to watching other screens. If the content provider sticks to just one outlet, perhaps it is not reaching other audiences.It’s still early to reach a conclusion but, in general, all new media have found a space for advertisers to reach users. It happened with pay-TV and with the Internet. There is always room for development since the advertiser is such an important part of the content business.