LAMAC: Our priority is to work with measurement companies

Enrique Martínez, president of the Board of LAMAC, assured that the TV programming system is “alive and healthy”, the eight LAMAC member companies that took part in the panel Visión Panorámica: Industria de la Televisión y el Entretenimiento in the context of Advertising Week Latin America, highlighted the actions they are taking to continue engaging the audience and “offering them an advertising experience with an engagement level other that does not exist on other platforms.”

For this, he expressed, LAMAC and its members´ priority was to focus on working with measurement companies to accomplish the Total Audience Measurement: “A lot of people see the programs on different schedules and that is not being measured. We are evaluating this with Nielsen, Kantar Ibope and others so that it can be registered adequately,” he said.

The organization´s second goal this year, he disclosed, is to collaborate with advertisers and agencies in positioning each one of the representatives of LAMAC in the midst of “the transformation the industry is undergoing”.

According to the executive, TV is dynamic: “It gradually develops and flows, it is multiplatform. It isn´t seen in a single way any longer. Technology has made people take their programs wherever they go. This will continue to evolve in upcoming years, and from there, we will be with our members that are multinational companies that are creating content of the highest quality in the world,” he ended.

The panel, held during the first day of the Advertising Week Latin America, in Mexico City, was chaired by Martínez and included the participation of Carlos Martínez, president of FOX Networks Group Latin America; Klaudia Bermúdez, Senior VP and General Director of NBCUniversal International Networks Latin America; Ricardo Debén, Executive VP and General Director of AMCNI-Latin America; Alexander Marín, Senior VP, Distribution for LatAm and US Hispanic, Sony Pictures Television (SPT); Fernando Medin, president and General Director of Discovery Networks Latin America/US Hispanic; Eduardo Ruiz, president and General Director of A+E Networks Latin America; Laura Pérez, VP, Distribution–Affiliate Sales, Latin America at Viacom International Media Networks, and Tomás Yankelevich, EVP and CCO, General Entertainment for Turner Latin America.