A report released by the National Television Authority (ANTV) indicates that the pattern of television advertising open in the country during 2015 reached 1.1 trillion pesos. Caracol was left with most of the chop, with 51 percent of the pattern, followed by the channel RCN , which accounted for 45 percent, while 3 percent is aimed at channel One.
the director of the ANTV, Angela Maria Mora, said that “there is bed for many people, the advertising pie gives new players to arrive. At the moment there is a duopoly where two great players are dealt 96 percent of the market. After studies by the National University, one can conclude that there are possibilities for new competitors. It is true that showed a slight decline, but is something that has happened in previous years. That does not worry “.
The ANTV also revealed that to continue this trend in investment in the next 10 years the advertising on television would reach 11.7 billion pesos , taking into account factors such as access to internet television, streaming services and 4G.
“If the advertising is kept constant at the levels of 2015, advertising investment in television Colombia, in a horizon of 10 years would amount to 11 billion 741 million 557 thousand Colombian pesos or 4,280 million dollars, “said the official.
according to the study, Colombia is a country with a very low number of channels of private operation, taking into account its inhabitants and behavior in neighboring countries .
the country is second to last in terms of number of channels of private operation. Brazil leads the index in the area with 13 channels in operation, Peru and Venezuela have five private channels, while Colombia has two and only surpasses Panama, which just has one. Therefore, the need for new players is evident in the market for television in Colombia.
In addition to the known figures, the director of the ANTV said regarding platforms OTT (based services Internet), which have entered slowly clawing both users and services, “are complementary, so do not replace and are not competitors of the channels. Are part of the transformation and the new way of watching TV “.
For now, while for the so-called third channel there is not yet interested in the bidding process, because maybe they are waiting for the outcome and the future of Channel One , for this there are nine potential bidders.
“in August the bidding process is open, we get the specifications in its version of prepliego, and in November the award shall be made. On May 2017 begin airing new programming of Channel One, “he said Mora.
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