U.S. HISPANIC
Latin Entertainment Group reports exponential growth in Colombia in less than five years
Miryana Márquez| 17 de marzo de 2023
Sara Rojas de LEG
Less than five years ago, Latin Entertainment Group (LEG) launched its portfolio of channels in Colombia and during that period they experienced an “exponential development,” said Sara Rojas, director of Business Development, LEG.
“We are constantly signing distribution agreements in Colombia. Our business in Colombia could be considered a unicorn, given the exponential growth we have had since our launch in the country in less than five years thanks to our excellent representatives: Neva Networks HD and IMD, who have forged long-lasting relationships with the pay TV operators in the region, including community, cable, and ISP (Internet Service Providers),” she said.
Rojas underlined the significant increase in channel distribution, in operations known as ISPs in Colombia. “ISPs have increased their own clientele thanks to the contracting of our signals since they go from being internet-only providers only to Internet and pay TV providers.”
She said that the channel offer has increased with the arrival of its first FAST channel, Cine Premium+. “It is a wonderful channel for the US Hispanic public that schedules the best of Latin American cinema, combined with Hollywood hits dubbed into Spanish. After so many years in this space, we know well what our digital audiences like, and now we can deliver a linear channel based on VOD offering an extraordinary experience,” she indicated.
She highlighted that the audience is not only “viewers”, but also can have access to Cine Premium+ through mobile devices and smart televisions (Connected TV).
Condista is working with LEG for the distribution of Cine Premium+ “very soon Spanish-speaking audiences in the US will be able to enjoy Cine Premium+ on all FAST platforms.”
LEG’s goals in 2023 are to strengthen existing alliances and increase market share in the region.
“We will achieve it thanks to our unmatched technology and a strong commercial offering. Our MAX+ technology allows us to receive eight HD or SD channels through a single device with minimal bandwidth consumption. Our special commercial offer for Colombia is to provide the best channels in Colombian pesos,” she explained.
Regarding the trend of FAST services and channels, Rojas points out that Colombia is a very attractive market for these solutions.
“The big advertising agencies have always bet on Colombia. It is a fact that there is CPM, but it has not yet reached CDN levels, which is why the programmer is being cautious when entering the FAST market in Colombia. However, we are in an excellent position to offer additional FAST channels to include in our portfolio, without jeopardizing our current pay-TV offering. We already started with Cine Premium+. The results of FAST are measurable and will allow us to make the right decisions in favor of our stakeholders,” she pointed out.
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