Telefes Guillermo Campanini: Content remains the focus of our vision

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Telefe’s COO Guillermo Campanini participated in a special session of NexTV Series Argentina in which he provided his perspective on the TV market and the offer of multi-screen content.
“We are not only FTA TV,” said the executive during the event, “we are also pay TV, we are digital, but we are particularly content producers, this is the focus of Telefe. Content is the king, it remains the focus of our vision”.
The executive said that they began to produce even more “to feed an even bigger distribution machine (Viacom) than what was Telefe Internacional”. “We have now three shows, one on air and another two productions, and we have made projects in Peru and Ecuador.” According to Campanini, before the arrival of Viacom, the biggest weakness of the company was to supply content in channels of Eastern Europe or other international places where they had success. “Televisa and Globo had a machine that could systematically do that”.
Regarding the content offer in the online world, the executive said that the first experience in the area was five years ago, when they launched the series “Aliados” first in digital and then in FTA TV. “Everything we have been doing has that complementarity,” he said. “We have done very well with each of those experiences. One of the definitions that we have some time ago is: when a product is being planned, we analyze in which platform it will premiere, with what format and at what moment”. Campanini said that the programmatic advertising is in charge of the RPA consortium, which generated “a rise in our prices and a decrease in our competitors.”
On the other hand, the executive stressed that the audience measurement system is “the great challenge”. “The measurement system is old, partial and has two problems: it is expensive and in general the partners are reluctant to afford a system based on a single provider, which is Kantar Ibope. We have a good relationship with them but it is necessary for the entire industry to invest in improving measurement systems.” Campanini said that TV continues to be “the media that has the greatest participation in video viewing”, especially when people arrive at home and “turn on the TV to discover what is happening”.