TELEVISIÓN Versión en español
Jessica Ricaurte of Adsmovil: Ways to add more Latino representation on FAST channels must be considered
Liz Unamo| 27 de junio de 2023
Jessica Ricaurte de Adsmovil
Hispanics like everybody else are early adopters, and streaming offers them the flexibility of finding more content that reflects their lives. However, many of the older platforms do not have sufficient Latino representation – which means a great opportunity has now been created, according to Jessica Ricaurte, chief revenue officer at Adsmovil “For that reason we launched OurTV in late 2022 with that same mission, to serve as an entertainment and education platform for all Hispanics through their language, place of birth and generation,” she said. Additionally, Hispanics in the U.S. are mostly bilingual/bicultural, so content that reflects that situation has a great opportunity. “The subject of FAST channels is interesting because it unites the best of linear television with the streaming version. The passive way of seeing content gets rid of subscription payments for streaming, while their profitability is achieved through ads in media libraries of content that already exists,” she said. “Nonetheless, people should bear in mind that Hispanics were early adopters of online content due to the flexibility offered in terms of content, since linear television does not offer adequate representation for this market. So if we use the existing libraries of linear television, we’ll have the same problem. Therefore one ought to consider how to get more representation on FAST channels.” There’s a tremendous opportunity for Hispanics among the streaming channels “While the streaming platforms continue to offer authentic content and there’s more free content, the opportunity here will keep growing,” Ricaurte added Although she appreciates the rapid development of creativity based on technology, she warned that consumers might be driven away by creating experiences based on the real everyday world. “In the Hispanic market we talk about both the authenticity of the message and of the experiences, yet this technology takes us much further than that. Like everyone in the market I’m impressed and learning about these new formats. But for now, I’m more interested and comfortable with creativity for minority marketing, than with the metaverse and ChatGPT.” In the month of April, OurTV launched two original series: Marivi Master Navigator and Buen Provecho. “They are two series with content that offers representation for the Hispanic market, entertainment and information about our culture. Our mission continues to be providing high-quality content for the entire Hispanic market, which includes the different culures., languages and generations,” Ricaurte concluded.
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