U.S. HISPANIC
HITN announced aggressive growth of SVOD Edye, the launch of B2B service, and upcoming entry into Brazil
Maribel Ramos-Weiner| 10 de septiembre de 2021
Guillermo Sierra de HINT
Since Castalia assumed last year the representation of Edye, the children SVOD of HITN, it has helped to catapult the service, said Guillermo Sierra, director of Television and Digital Services of HITN, with satisfaction.
“We are very grateful to Castalia. They have most of the merit of the level of subscribers and penetration we are achieving. We focus on providing a great product, but without having a partner to help us sell and make the service known to operators, it would be very difficult,” said Sierra.
He added that they are in advanced talks with operators throughout the region and already have contracts with some large ones, which they cannot yet disclose.
Sierra announced that before the end of the year they will launch Edye in Brazil. “We work a lot on the rights, on the acquisition of content, and on the adaptation of apps,” he said.
He also revealed that they started developing Edye B2B, a tool to offer the service in coordination with companies and organizations. “What we did was develop a way where you can have Edye without downloading the application. It allows users to present the service in partnership with someone else – a restaurant, hotel, shopping center, or hospital – where you can see some Edye content presented as a courtesy of that company or a brand. The service will be called Zona Edye. People will have to scan a code, enter their data and they will be able to access certain contents of the platform while they are in that physical space. From the Zona Edye there will also be the option to buy the service through the operators or the app stores,” explained Sierra.
One of the first clients of Edye B2B is the Santa Fe Shopping Center in Mexico City, the trial will start the second week of September.
Other allies in Edye’s aggressive development have been Martha Montemayor from CC Consultores and Maca Rotter from La Panadería.
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