U.S. HISPANIC
Sports TV apps allow to reach different audiences
Maribel Ramos-Weiner| 19 de mayo de 2021
Nextv Sport Latin America series
Hernán Chiofalo, commercial manager of TyC Sports, and Leandro Lagos, director of Tigo Sports Costa Rica, agree that apps have allowed their companies to make available much of the sports content that does not have space on their traditional screen and thus reach different audiences, and in some cases, younger audiences. Both participated on the first day of the Nextv Sport Latin America series of Dataxis, in the panel Soccer channels and the new TV business pay: from sports TV networks to D2C.
For Andrés Nieto, director of Claro Sports Latin America, the apps have worked very well to integrate with the brands on smart TV. “That’s where apps work the most for us, to follow the consumer, to be able to take advantage of all sports, not just soccer, where we can build audiences, perhaps younger audiences,” he said.
Jaime Parada, general manager of Win Sports of Colombia, highlighted that they have three worlds: the must-carry pay-TV channel, the premium channel that they launched in January 2020 and, seven years ago, they launched their OTT platform that precisely “took off” when the premium channel was launched. “In Colombia OTT boosted, because although there are some 200 to 300 operators, only the six main ones are those that can distribute these sports channels. This goes through technology and underreporting. Our OTT generated four times more sales in 2020 than in 2019,” he commented.
Andrés Nieto, Director of Claro Sports Latin America, who during his speech highlighted the importance of sincere prices of TV sports rights to avoid a deterioration of the business, said that regarding multi-live events, such as the next Olympics, it is necessary to know how to give fans what he wants. “There are 9,600 hours of video, but you have an app where you will have everything. You have to put that puzzle together very well. You have to grab all those little audiences and give them democratization of the sport. People are going to see what they want to see, not what is allotted to them,” he pointed out.
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