U.S. HISPANIC
Azteca: There is a pay-TV consumption explosion, but there is little offer for the Latin American viewer
Maribel Ramos-Weiner| 26 de noviembre de 2013
Fidela Navarro, director of Pay-TV for Azteca
Fidela Navarro, director of Pay-TV for Azteca, told PRODU there is a pay-TV consumption explosion, but the offer for the Latino audience is limited. This requires the creation of products geared toward that culture and educating consumers about these new products.Its true there has been a huge explosion in the consumption of pay-TV, but the Latin American public has few options. We live in a time of content saturation; the hard part is finding high-quality shows. We need to produce good projects that resonate with Hispanic culture, said Navarro.She added that a large portion of the audience consumes broadcast channels within pay-TV and digital platforms. Thats why we must educate viewers to watch other type of products, she said.One of the main goals of Azteca is strengthening this area, where we plan to expand our range of shows and create new channels for viewers who are willing to pay for new high-quality content. We want to position ourselves in Europe and Asia, and want to consolidate ourselves in Latin America and launch the channel Azteca Internacional in HD, added Navarro.Finally, she said that in many countries, pay-TV has surpassed broadcast TV. However, she projects that a similar situation in Mexico and parts of Latin America will not take place for another couple of years, where we will consume premium content, without neglecting that of broadcast TV.
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