Ricardo Deben AMCNI 2
According to Ricardo Debén, EVP and general director of AMC Networks International Latin America, channels and operators must work jointly to achieve concrete measurements regarding consumption on non-linear platforms that allow their monetization.
“To be able to monetize new consumption trends and gauge success on those platforms, it is necessary to measure them. We need more concrete data. All that is not measured, does not exist and cannot be monetized. Additionally, we cannot say if something was a hit or a failure if we do not have concrete data. The general market has to work to have more exact measurements that cover all the windows in which the content is consumed” added Deben.
He highlighted that his priority in the new position he assumed two months ago is to continue the work that Eduardo Zulueta had started, strategically defined in several pillars: first, to continue working hand-in-hand with operators, also to continue betting on the development of quality original contents, keep improving technologically, “as an example, for the last six months we have produced all our content in 4k”, and try to engage clients at the emotional level with their brands with contests and more localized original productions.
They will continue betting on formats like Maestros del Taco, Maestros del Asado and Me Voy a Comer el Mundo for elgourmet; for AMC they acquired the series Nosferatu from the head office to be launched between the second and third quarter of 2019 and for Films&Arts, they will continue with the Tony Awards.
“We have been the group that has grown the most in terms of ratings in Latin America this year: 15% in Total Universo and 14% the 18-49 year old target, knowing that the market has decreased 6% and 8%, respectively. In this aspect we are very happy,” he ended.
