TELEVISIÓN Versión en español
Roberto Rivas of Telefónica: FAST Channels can be a gateway for other payment services
Ernesto Ecarri| 19 de septiembre de 2023
Ecarri Produ Peniche MVS Rojas ATT Rivas Telefonica Pita Totalplay
The panel “Get There FASTer: Insights on New Consumer Trends” at the BB Media Day event held in Mexico City highlighted the importance of user interaction and the growth of FAST channels. The talk, moderated by Ernesto Ecarri of PRODU, included Nayura Rojas Herrera, Deputy VP of Innovation and Product at AT&T; Héctor Pita Bermúdez, director of Addressable TV Product at Totalplay; Eduardo Peniche Gómez, Marketing and Commercial Director of MVS TV; and Roberto Rivas Rodríguez, Head of New Business & B2C Campaigns, Telefónica.“The market is moving fast. We just saw it with our partner ViX, a platform that added FAST Channel, which I believe is the evolution of pay TV. In addition, it has also reinforced its VOD content with a robust offering of different content. From AT&T we saw an increase in the platform. When it transitioned to VOD with La Casa de los Famosos, traffic increased 200% the first week, 270% the second, and up to 700% during a nomination Sunday, reaching 900% on the contest final,” said Nayura Rojas Herrera, of AT&T.Eduardo Peniche, Marketing and Commercial Director of MVS TV said: “The most complicated thing regarding trends is predicting what will happen tomorrow. We live in a FAST world where each content travels on different channels or platforms, and now is playing a different role. We have noticed that FAST content has changed; people go because they want to see content at that moment. It is important not to neglect the user experience and the advertising sales model allowing us to see the return.”Héctor Pita Bermúdez of Totalplay said: “TV and content create a habit, but what matters is to know how we start to monetize it. We must pay close attention to the user behaviors since it is a set of technology, big data, and content.”
