The Mexican television have a serious problem: do not care about the content. Therefore, the programming offer is poor and does not meet the expectations of an increasingly demanding audience with greater access to internet and other platforms. It is not surprising that many, especially young people, prefer to consume online videos that turn on the TV.
If the 120 million Mexicans have access to internet broadcast television would be dead, said Ignacio Soto Casanueva, CEO of Fix Communication , the first Latin American company to win a Golden Trailer Award , known as the “Oscar of the trailers.”
In an interview for High Level, this passionate about the media he said the Mexican broadcast television is collapsing by leaps and bounds in a crisis of content dating back several decades.
“All empires fall by more that seem invincible. At the time the record companies prevailed, they had the power of music in their hands and some 30 executives worldwide took decisions that would impact millions of people, but the record fell asleep on his laurels, not capitalized, and the iconic former Capitol Records building, the main selling record store for decades in South California , is now a ghost building “.
Soto, a member of the Camera Film industry and videogram , lamented that the television owners care more for stop digital switchover and avoid fines that face it and take advantage.
The serious problem of Mexican television is the content . “In Mexico there is a hotbed of artists since the late 70. Moreover, executives of television buy some local content, and if they do it to producers with whom they have cozy relationships, so they requested that certain content are refriteados again and again “.
The platforms that broadcast television channels launched to broadcast digital content, which could be considered an alternative to compete with the powerful digital media like Netflix or Youtube, were born later, he said the producer.
“The content offered by these channels do not compare the offer that exists on the network, so the TV, to be an empire, becomes an alternative tool, something as a toaster nothing prendes a while in the morning. “
Asked about the advantages that might have the multiprogramming for Mexican open television, he said that these tools would have been capitalized since they were invented years ago.
The expert spoke about the technology that existed for years (such as 5.1 which has nearly three decades and high definition, available for a while now), which was not used by broadcasters, “who think why invest, what to improve, better saving me money.” Now, these ancient giants will have to look for options to remedy her blindness, which inhibited them from investing for decades to face technological change. “TV Azteca and Televisa should have driven the digital switchover in a while rather than to wait for the state had money to give away televisions, should I have been concerned that his empire could see every corner of country. “
The Mexican, he said, mesmerized consumed what would offer broadcast television. But gradually people have discovered other options and now chooses what interests a wide range of possibilities. Today the family no longer meets before a screen to see anything; They seek other communication options, such as online video and social networking. “It is more in vogue film industry , which is older, that television industry, which is very unfortunate,” said Soto.
Online Video, King
Given this lack of creativity in television, social networks are rising as the new kings of content.
Mexico is one of the largest consumer online video countries, with 81% penetration. “Mexico is one of the main consumers of digital videos, even above countries like Britain,” he explained to High Level, Jose Valverde Padilla, founder and CEO of Fullscreen , a company providing video solutions premium optimizing the impact of the brand in the precise audience.
The businessman said that online video segment in Mexico grew 128% in 2014 and 68% this year . “In Mexico there are about 50 million Internet users and that the growth of this industry is eating a good amount of money that used to be used to open and pay television.”
In Mexico online video It is over pay television, radio and newspapers and printed magazines. And the versatility of this format is that, explained said Valverde, one of the products we produce more engagement with the public.
“2016 will surely grow pay-TV over the issue of the analogue switch but the largest increase was seen in both video and mobile ; mobile technology and tablets as well as connection plans make the penetration of these devices is greater, “added the expert.
To this must be added the growth social media as Vine and Instagram, and efforts will Facebook and Youtube to stay relevant. “If there is a new offer get lost map” stated Valverde
But all is not lost for television.; the “small screen” could rise from the ashes like a phoenix. Ignacio Soto thinks that Casanueva, who argues that television has every muscle to do it, because Mexico has the most powerful television network of Latin America: Televisa.
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