MEXICO CITY (29 / FEB / 2016) .- Blim Televisa , ClaroVideo Telmex and Netflix must focus on quality content because it is what will define its success in the Over the Top (OTT) or pay TV for Internet , agreed analysts.
While Internet users are looking for quality content, series and movies, the audience of TV open consume traditional programs such as newscasts, soap operas and cartoons.
according to the Survey of Consumer Media and Devices among Mexican Internet IAB Mexico last year, 82% of people watch soap operas through television and 70% caricatures, while 87% use the Internet to view short videos, 81% music videos and 49% films.
the figures reveal that the contents sought by Internet users differ from those observed hearings in television.
” is another market profile, other demographic segment, are other content that are consumed, another socioeconomic segment, ” said Abel Hibert, former commissioner of the former Federal Commission on Telecommunications .
to Hibert there are many differences among consumers broadcast television and the Internet. ” To start a computer, internet access, broadband is needed and people who are not at home or young people who are very digitized and want to have their own range of programs. ”
He added that the audience of broadcast television decreases because these young people do not see traditional content and prefer Internet, so they are more demanding consumers.
” they are more demanding regarding the contents and many of them series in English or Spanish, but it is a more demanding public because broadcast television remains passive and the Internet if the program is not liked is possible to see another immediately ”.
> Telenovelas vs Movies
While Televisa has a wide range of content that is to be reused for broadcast on the Internet as telenovelas, series, cartoons and Mexican films, the demand for them is low by consumers.
” there may be some demand for old programs that will leverage Televisa, but do not think are appropriate for people who are content in Netflix or ClaroVideo ” said the former commissioner.
Carlos Sandoval, CEO of Blim said that betting on the content they have, to the knowledge of the audience, and production capacity and promotion of Televisa.
Ensured that Televisa is the largest and best producer of Spanish-language content in the world and Blim is the next step in the strategy we have followed for a long time.
Sandoval said his main difference with the rest of the competition lies in content produced in Spanish and the wide range of television. ” We are making this content curation, so that people can consume in a more agile and quick on this platform form. In this regard, we have the first collections titled Villains novel and Queens of telenovelas ” he said.
Considered that have a catalog cured and specially designed to suit the taste of the Mexican and Latin American audience, ” we are confident that we will succeed. “
according to the Mexican Internet Association (Amipci) of the 53.9 million Internet users in the country, 63% are between 13 and 34 years old and 4% are 55 years or older, the latter being the most consumed television.
figures Third Quarterly Report 2015 Federal Telecommunications Institute (IFT) date the segment of people over 45 years (16% of viewers) are the most time is spent on broadcast television, with an average of five hours and 25 minutes a day, while young people between 13 and 30 spend four hours . with 34 minutes
the study of IAB Mexico indicates that 58% of Internet users have access to pay television systems online, 36% have Netflix; 20% with iTunes; 12% ClaroVideo, 5% have Klic Cinepolis.
Gabriel Sosa Plata, an analyst at telecommunications, said to be really competitive and reach all socioeconomic levels Blim must offer the same content that has Netflix.
” based on the agreements with the big producers but parallel offer not only its heritage but a bet seriously with own content and quality, because unfortunately in recent years own content generated by Televisa have left much to be desired, ” he said.
another determining factor for choosing an offer of OTT or another lies in the download speed of content factor.
” the issue of reproduction it is important because Netflix has a quality streaming the rest as ClaroVideo not have, ” added
he said that although Televisa is right to enter this market late., as well as ClaroVideo and Netflix, there about 18 platforms with similar services.
” If Blim offers what we found in open or pay is not attractive TV, if you bet on attractive content expect to invest in quality content and domestic production independent, since those services are tired of refried ” he said Sosa Plata.
Prices also compete
Blim hit the market with a price 109 pesos monthly, while Netflix has a cost of 99 pesos and 69 pesos ClaroVideo of the month. While Klic on Cinépolis offers movie rentals from 25 pesos.
Gabriel Sosa Plata mentioned that the rate of Blim is not competitive with current market conditions.
” It Netflix will offer its own content and own productions and partly because ClaroVideo offered for one year of free service to subscribers of Telmex ” he said. For these reasons Blim is not attractive for those with Netflix or ClaroVideo said analyst.
Abel Hibert mentioned that Blim can leverage its network of television companies pay to include in their packages of triple play (TV pay, Internet and telephony) the pay TV service online.
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