The Engagement will
Surpass the Rating
F
eatured panelists and referents of the television
business in Latin America and the U.S. Hispanic
market, were present last November in Miami to
discuss the new technological developments to
which should aim the Latin television.
Among the speakers were Antonio Barreto, Digital DLA
manager, Carlos Martinez president of Fox International
for Latin America and Claudio Chiramonte director for
Latin America of Walt Disney who told TVMAS that “the
engagement will be most important factor than the
rating when measuring the success of a content - not just
for watching a content - but by other elements added
with new technologies and allow to measure how the
consumer is reacting to the content that he is watching.
"Today the ways of how to measure the TV content audience
is too flat and even obsolete”, Chiaromonte said, adding that
“the best thing that could of happened to Latin America is
the appearance of a competitor like Netflix because it was
a market disruptor and brought Latin America closer to
things that were happening in other parts of the world”.
He alerted about the threat called You Tube, “a great
generator of content and a space where many people spend
quite some time, with 8.3 billion views a month in Latin America and 94 million unique monthly users are a great mass
when one compares them against 60 million for pay TV”.
The expert Executive went further and said that programming costs partly have to do with the inefficient way
of delivering content to consumers. “When one leaves
power to the consumer, its what you like and what not,
there will be content that will win and others that do not”.
X Claudio Chiaramonte
WWW.TVMASMAGAZINE.COM
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ENERO / FEB 2015
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