Mario Muñoz of Televisa: We want to strengthen the link between TV audiences and the new platforms

Mario Muñoz, Coordinator of the Innovation Direction of Televisa, spoke with PRODU about the new strategies the company is implementing to satisfy the needs of entertainment consumers through its different communication platforms, especially digital.“In the search for innovation, there are different ways to carve new audiences: using these new platforms and participation media. La goal is to protect the main screen, the TV, and the additional efforts should aim to drive viewers to their TV to generate differentiated content,” said Muñoz.Regarding this goal, Muñoz said that Mentir para vivir, a recently premiered Televisa novela produced by Rosy Ocampo – who also heads the area of Innovation-, is a pioneer in the use of apps for smartphones and tablets.“With the free telenovela app we give people the opportunity to interact with the four main characters. Users receive direct notifications, complementary images, video, audio and text messages, as if the characters were communicating with them. The social networks are a tool that helped us communicate,” added Muñoz.He said this application is an exploratory project because “the viewer wants to be heard and be relevant to us, and we must listen, understand to modify our entertainment accordingly.”