Cynthia Plohn, Buenos Aires|03 de mayo de 2019
According to Tomás Yankelevich, EVP and CCO, General Entertainment at Turner Latin America, big content distributors are fighting over the talent there is in Latin America and from there, several opportunities for new production companies will appear.
The executive believes it is an ideal moment for those who want to produce: artists, talents, scriptwriters and directors. Before, in order to generate content, first you had to become a producer; today, there are companies that buy fresh ideas and talent, more than the track record of a prouction company,” he said.
He added that media consumption is constantly changing and even though it already started in Latin America, it is progressing slower than in other territories. That is why it is necessary to have good timing with each content: if it is aired and is not well received by the audience, the result can be terrible.
“We cannot expect that with great content generation Z will return to linear television. We continue strongly with our current business model, that is personalized according to the ages of the people in the audience,” he explained.
Yankelevich feels it is strategic to focus on the audience that extended their working period. Before, the important measurement used to be from ages 18 to 49. Today, it has extended and 60-year-old people continue to have a strong consumption capability and that is not being measured. Linear television should have to focus on that audience, both in advertising terms and in content.