U.S. HISPANIC
Hemisphere: TV channels have to be media platforms
Maribel Ramos-Weiner| 21 de mayo de 2020
Ariel Tobi Hemisphere Media Group
With almost 30 years of experience in the industry, Ariel Tobi, VP, Production, and Distribution at Hemisphere Media Group, thinks that television, beyond the pandemic, is going through a moment of huge changes.
In his opinion, in the past, people turned to TV looking for their favorite contents and the job was to generate content that was attractive enough to lure that audience to add advertisers. Now, they must go to where people are and give them entertainment wherever that person wants.
He thinks that what has advanced the most in recent times is Connected TV (CTV) that is smart TV connected to the Internet where TV has increasingly more digital content. Today, 85% of homes in the US have CTV connected to the Internet: “CTV is nothing more than a gigantic cell phone mounted on a wall. Then all the Internet technology that revolutionized the advertising market, which led us to make a big investment, is recovered by TV,” he explained on #VisitaPRODU.
He added that TV channels now have to be media platforms: VOD, catch up, pay-TV and open TV. “If you are in all those places, you are going to find all the clients.”
He commented, among other things, that the pandemic accelerated direct-to-consumer platform consumption of big brands and that streaming services are increasingly more multi-genre: fiction, documentaries, and realities.
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