U.S. HISPANIC
TV´s responsibility is to continue operating
Maribel Ramos-Weiner| 16 de abril de 2020
Jimmy Arteaga
According to Jimmy Arteaga, president of Programming, Production, and Promotions at WAPA TV and Canal 1 in Colombia, TV´s responsibility is to continue operating, even if the economy is affecting it. Arteaga, who participated as a guest in the new space #PRODUprimetime with Ríchard Izarra, expressed that without the TV in moments like the current one, there would be anarchy. “The big difference between open TV, cable and platforms are that the only way to remain informed is through open TV, that is why open TV tune-ins have gone up, and open TV has another huge advantage: it`s free,” he added.
The recommendations he offered included understanding how TV viewers feel at home and that spaces have become smaller, “so programming must be appealing to everyone”.
Another suggestion is to analyze the situation day by day. “The WAPA and Hemisphere teams are constantly connected, we analyze every day. This is a topic you cannot project,” he added.
He also suggested sending positive messages to the audience. “Newscasts and programs that continue to be live in Latin America must tell people the truth, but they must also give good news. How we deliver the message is very important,” he said.
Another recommendation is to balance programming. “All channels are trying to balance. In marginal schedules, we put low-cost products, and in prime schedules, we continue to invest. Purchases are not stalled, but we are buying more for the future than for this immediate moment,” he explained.
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