Jonathan Blum: With the arrival of new platforms, linear TV must offer its clients multi-screen contents and a comprehensive portfolio

To offer viewers a multi-screen experience and marketers a comprehensive portfolio is part of the strategy linear TV must undertake in order to adapt to the transformation resulting from new Internet platforms. That is what Jonathan Blum, president of Cisneros Media, told PRODU.Blum stated that both pay and open broadcast TV are “doing the task” of adapting to these changes and that in the last few years in Latin America, pay TV has been gaining audience.“Currently, we are going through a context of media fragmentation, in which there is increasing digital consumption and a trend towards multi-tasking, and that is leading the sector to migrate to a concept of social TV, meaning that instead of competing with social media, we leverage on it to stimulate and somehow “guide” audiences’ interest to “share or debate” on contents they are watching. We have the great challenge of being capable of offering multi-screen contents that satisfy expectations”, he said. Contents conceived for multi-screen are not just adaptations but “the production of formats that have been conceived from the start to make the most from each screen and for them to communicate among each other”.From the business perspective, he states that it is necessary to offer a comprehensive portfolio that offers marketers spaces in the diverse platforms. “We have the opportunity to carry out synergies between the traditional screen and the new media to create the best mix for our clients”, he said.