Last week we saw how the government injected US $ 100 million to TVN. It is a misconception that lack of funds is only due to mismanagement. Open TV is one of the industries being most affected by the digital era, facing disruptions occurring simultaneously: streaming, new devices and big data are changing the way we inform and entertain. Content development not only depends on a group of experienced creative. Now-millions of them are used data from which is achieved by removing Insights from the data that users generate the same every day. House of Cards Netflix was redesigned in this way, not from the ‘you tincadas’.
Open TV is paying dearly for a process of trial and error that does not have the information or the algorithms used their new competitors masterfully. Perhaps before work because as a “viewer” you had no choice. Today the options abound. Only on YouTube are uploaded every minute more than 300 hours of video. From 2019 it is expected that 90% of all global Internet traffic is video streaming.
The best example of this is the start-up French Molotov, the first distributor of broadcast television content in the world. The company reached agreements to raise its platform the content of the main French TV channels. Molotov is Spotify TV and French TV tool saw as an opportunity to remain competitive in this new context.
We can argue about the quality of that content, or content that are niche. However, the cost of production and distribution is practically 0. A vlogger with your cell phone and your imagination is taking away audience television. Multiply that by millions of vlogger in the world. Also, one famous as Germán Garmendia not only has “viewers” in Chile, but worldwide. He does not have the same mental boundaries that local broadcast TV self-imposed. Ten years ago the annual investment in online advertising in Chile was 2% of the investment in open TV. Today is 36%. The current business model is not sustainable. In the future is expected to open television channels operate as multiplatform brands through distributors.
The best example of this is the start-up French Molotov, the first distributor of broadcast television content in the world. The company reached agreements to raise its platform the content of the main French TV channels. Molotov is Spotify TV and French TV tool saw as an opportunity to remain competitive in this new context.
The crisis is going TVN relates rather to a captive industry in their own paradigms, as in the case of Kodak, Blockbuster and many others, is moving slowly in a changing world very, very fast.
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