U.S. HISPANIC
THEMA America: Channels needs to offer SVOD
Maribel Ramos-Weiner| 31 de octubre de 2019
Patrick Rivet THEMA America Panel
In the final panel of the day, Distribution Discussion: Changing Options for Delivering Content to Hispanics, Patrick Rivet, CEO of THEMA America, commented that you cannot be exclusively linear, but also have an SVOD offer for pay-TV operators who distribute channels.
For his part, Burke Berendes, partner of Condista, highlighted that the new platforms are wonderful, but that Hispanic packages for most subscribers continue growing and are far from dead. “I think they are here for the long run. One of the good things about US consumers is that they always want more,” he added.
For his part, Shane Cannon, CEO of Vidgo, expressed that Latinos want content in English combined with Spanish. He highlighted that in the future there will be more need for skinny bundles and they will have to include as many channels in English as in Spanish in their offer. He also warned the attendees not to neglect the tablets and mobile segment, where, according to statistics, around 60% of contents are consumed weekly.
Rivet added that they are working with the agency RepúblicaHAVAS owned by Jorge Plasencia to understand what consumers are looking for, that there are growth opportunities, “but we need to have the right producer,” he emphasized.
When consulted on if there will be parity in production of contents for Hispanics in the US as opposed to what is made in Latin America, the panelists answered that it all translates into a matter of costs: it is more economical to produce with good quality for Hispanics in the US from Latin America than in the US. “There are only five million homes with Hispanic packages and if the market cannot support that cost, it is not going to happen. Production in the US might increase, but there will never be parity,” said Berendes.
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