Globo wants to integrate OTT and free-to-air TV

Brazil’s Globo began this year to rethink the strategy of its OTT service Globoplay. Recently, the company announced an expansion of the catalog with the addition of international series. Now, Globo’s technology director, Raymundo Barros, pointed out that the aim is for the OTT and broadcast environments to operate in an integrated and complementary manner.
According to the executive, Globo developed a native version of Globoplay with TV manufacturer TCL. Shortly, the solution will allow the TV set to change the source of content in a fluid way, according to the availability of more suitable formats. The company is talks with other manufacturers to repeat the experience, according to local media TelaViva, which participated in a press conference during SET Expo 2018 event.
To integrate the online content with the terrestrial platform, the Forum of the Brazilian Digital TV System developed a framework, which is in public consultation so that it becomes the norm of the Brazilian Association of Technical Standards (ABNT).
Barros said that Globo works on the technological feasibility and it has not yet defined the business model. Meanwhile, the executive said that they are showing the advertising of FTA TV, but the company could change to a dynamic ad insertion model.
Globoplay was launched in 2015, initially with Globo’s original content and apps for mobile devices. Subsequently, the company developed applications for all Smart TV platforms.