U.S. HISPANIC
BB Media Day: FAST Channels, new technologies and interaction with the audience, are the main consumer trends
Maribel Ramos-Weiner| 13 de septiembre de 2023
Ecarri Produ Peniche MVS Rojas ATT Rivas Telefonica Pita Totalplay
Within the framework of BB Media Day that took place in Mexico City, the panel “Get There FASTer: Insights on New Consumer Trends” highlighted the importance of interaction with the user and the growth of FAST channels. This panel, 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; Roberto Rivas Rodríguez, Head of New Business & B2C Campaigns, Telefónica.
“The market is moving fast. We have just seen 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 the increase in the platform and how it transitioned the consumption of La Casa de los Famosos to VOD and increased the traffic by 200%, then 270% in its second week. The next week, it reached 700% on a nomination Sunday, and for the final 900%,” commented Nayura Rojas Herrera, AT&T.
For his part, Eduardo Peniche, Marketing and Commercial Director at MVS TV expressed: “In trends, the most complicated thing is predicting tomorrow. We live in a FAST world where each content travels on different channels or platforms; now, it plays a different role. We have noticed that FAST content has something different; people go because they want to see content at that moment. It is important not to neglect the user experience nor the advertising sales model to be able 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 users’ behaviors since it entails a set of technology, big data, and content.”
Roberto Rivas Rodríguez of Telefónica added: “Telcos are betting on higher speeds such as 5G. Everything we are doing involves the user. We have leverage on data and understand the user’s consumption to continue offering good products to the 4.5 million subscribers we have. The FAST can be an opening to customer service since it could help us make offers and direct communications.”
THE GROWTH OF GAMING
“Nowadays, content and gaming complement each other. Every time young people watch more tournaments. Kids consuming gaming will begin making synergies. It is interesting to see companies like Warner aiming to have a gaming platform,” concluded Roberto.
Nayura Rojas highlighted: “It is an essential part, especially of mobile phones. People downloading applications on cell phones leave a profit of US$165 billion, with gaming registering most of the profits. We have to start measuring – it will be trial and error – because a business has to grow to remain profitable,” he concluded.
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