MEXICO CITY.- The television will not die. Many are those who have predicted an end imminent to the TV and its contents to the offer on streaming services –like Netflix– and proposals such as the day-to-day emerge on YouTube. The reality is different: as with books, ebooks and the internet, the business does not die, it evolves.
according To the National Survey of Consumption of Audiovisual Content in Radio, Television and the Internet conducted by the Federal Institute of Telecommunications (IFT), and that he rose between October and November 2015, 26% of the respondents stated to consume audiovisual content on the internet, as YouTube (92%) the most popular platform to access them, and Netflix (20%) the second place.
The data above only makes clear the preference of mexicans for the audio-visual content, but does not represent danger to the television, because 98% of the households own at least one tv set, with an average of two in every home; also, a little more than half of the population (56%) only the signal of open television, according to data from this same survey.
The broadcast television channels are seen by 81% of the population and, according to the respondents, the favorite genres in these channels are the news, soap operas and movies. In addition, the channels of open television are also the most seen among those who have the pay tv service, along with content such as movies, series and sports.
The same document adds that both the television open as the pay are mostly seen during the night from Monday to Friday, and evenings on weekends.
the challenges of television are now two, mainly: to inject a strong amount of quality content and to conquer new audiences; challenges that new channels and proposals are to take advantage of.
The new audiences, lower than the 40 years are more profitable for the advertising, but habits are totally different, as pointed out by Ramiro Tovar, media specialist and associate professor at the Department of Economics at the Autonomous Technological Institute of Mexico (ITAM).
While the content continues to be the key, but the most important. Now the bet is to change the paradigm of what must exist.
according To Gabriel Sosa Plata, analyst of media, the television signal is an open well used opens opportunities for the diversification of content and competition, but also new platforms for small and medium-sized advertisers from entering the business of television, which, without doubt, generates opportunities for all.
New channels and tv stations allow Mexico to have a major television deal that allows for a diversity of ideas, diversity of content and, even, a greater boost to the national production independent.
So, the offer of tv content will be the factor that detonates the success of the new tv stations, according to Sosa Silver, even more if it is led by players who have any kind of participation in the telecommunications market, as pointed out by Jorge Fernando Negrete, director of Mediatelecom Policy and Law.
If you already know how it is that business, if they have a foot in telecom, it will be easier to succeed," said Negrete to the newspaper Reforma.
In this sense, the open television continues to be a good business, despite the opinions that dictate otherwise. An example of this are the income derived by selling spaces for advertising, commercial and governmental (more than 21 billion pesos per year).
For this, and more, is that the open television in our country is still alive, because it continues to influence dozens of cities in the country and has a bearing even on the national agenda. The television today more than ever is the option for those who do not yet have internet service in their homes, because it represents, with success, the main source of information and entertainment for this audience.
So, when you open the door to the television industry open to new players and advertisers, growing expectations that Mexico has a industry more competitive, even, expand its benefits to other areas: diversification of the supply and enrichment of the content generation in the internet era and the convergence or multimedia formats.
*livm
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