Marcelo Liberini
According to Marcelo Liberini, Digital VP at Caracol Televisión, the creation of the brand Caracol Next has been a way to tell the advertising market, advertisers, and the general market that they are present as a digital media group and that in two years they are consolidated as the most important in Colombia with international projection.
This past year, he said, they started producing a great deal of dramatized content —comedy and not comedy— and fiction, which is traditional with the thematic area of the channel. They have deepened the latter in the second semester of 2018, but with “much more digital storytelling and more oriented towards young audiences.” Likewise, he states that they are not leaving aside journalistic products and documentaries.
Regarding audience growth in their brands, he points out that they exceed between 10 and 15%, depending on the brand, the organic growth digital audiences have in Colombia. “In some brands, in particular, we are even making the transition to international audiences, which is extremely important for us because the contents we are generating are not in all cases local and can easily travel throughout Latin America.”
He also comments that in the case of videos, the recent broadcasts of the recently finished World Cup –as well as the original production of digital videos—have been milestones for them. “We have greatly exceeded 500 million video visualizations in the month of June, also in July. We are very optimistic regarding the future because metrics are with us.”
