Telefe from Argentina, a ViacomCBS channel, transformed its programming from the start of the crisis generated by the coronavirus. During these critical months, the TV company increased its news slots, adapted several of its contents to maintain live programming, created programs such as Juntos Podemos Lograrlo
and cycles like 30 Años Juntos
to celebrate its anniversary this year.
For the future, Guillermo Pendino, Brand Head
of Telefe, emphasized the need to be prepared to undergo a transformation and be alert to find opportunities. "This is what will make us get ahead, be aware, know how to observe, wait, and be able to plan. We need to look ahead, establishing goals that will be modified according to what arises, but we must know where we want to go," he said.
He also assured that the quest for content grew exponentially, therefore, the future outlook is positive. “We must see what we are going to produce and how we have to change to offer our audiences on any platform high-quality content because people have become more demanding when watching and choosing one content or another. There is a very big challenge that the audience posed for us when the time comes to acquire, produce, and understand how we are going to produce it in the medium and long term," he concluded.Watch Webinar: The Challenges of Programming Open TV in Times of Crisis