Latin America is experiencing a transformation in the media with new entertainment platforms and the technological revolution, several experts agreed here Wednesday.
Although television continues to be the main content consumption platform, the youngest segment of the population in the region is leaning toward new entertainment platforms via social networks and smartphones.
This is one of the conclusions emerging from the Latam Pay-TV Forum, presented by Business Bureau as part of Portada's 2012 Latam Advertising and Media Summit in Miami.
"We're in a time of transformation and new models of business and platforms," and so it is vital to articulate a "broad vision of Latin America, understanding the flow of information for the making of business decisions," said Matias Berardi, the manager of Direct TV Latin America.
One of the big challenges confronting pay television and the cable networks is having "homogenous, reliable and useful information" available from official sources and measurement companies in the sector, he said.
Laura Berga, strategy director for HBO Latin America, emphasized the "push that young consumers give to the development of technology" and the new entertainment platforms.
She referred to the most recent content launched by the HBO Plus channel directed at the 18-24 demographic. "You have to connect with young people in a new way," she said, and to analyze "how they communicate via the social networks, what they share with their friends."
All the experts agreed that there are many things still left to develop in Latin America, and so the growth opportunities are "enormous," Berardi said.
Paula Guarin, strategy and planning director for Visa, touched on one of the fundamental points by saying that the essential thing is "to integrate the tools and information we already have," adding that the data must respond to a simple criterion: "real information in real time."
"We don't want data on what happened in 2011. We want information about what's happening right now in the market," she said. EFE