U.S. HISPANIC
José Tillán, Tr3s: Offer advertisers greater opportunities to interact with viewers
Maribel Ramos-Weiner| 18 de octubre de 2011
We see real progress being made with linear feeds now available via apps on IP-enabled devices, and programmers and distributors launching authenticated websites. To date, MTV Networks has four authenticated websites -for Nickelodeon, MTV, Vh1, and Comedy Central- and we plan to roll out more in the future. There are areas where we need to see some improvement, however. We need better measurement and ratings for viewership and advertising. We need to ensure that all relevant distributors and programmers are participating in TV Everywhere. The user experience in terms of the authentication process needs improvement and we need to make sure we’re doing everything we can to defend against piracy.Consumers want unimpeded access to their shows –whenever, wherever. By bringing linear feeds and on-demand content to IP-enabled devices, like the iPad, we can offer advertisers greater opportunities to interact with our viewers. If we can give viewers the ability not only to view an ad, but also to buy the product in that moment, that’s a very powerful thing.The Hispanic market over-indexes in entertainment consumption, particularly on new and emerging platforms. MTV Networks offers TV Everywhere products today. Our Hispanic network Tr3s appears on certain distribution partners’ apps for iPad and other IP-enabled devices, as well as certain distribution partners’ authenticated websites. Hurdles include the technical development with each distribution partner to ensure a strong user experience, the establishment of a viewership measurement system to monetize advertising seen on these new platforms, and the process to enter into agreements with distribution partners.
