During the second day of the Nextv Series Argentina event, the leading conference that took place on May 14th and 15th at the Intercontinental Hotel in Buenos Aires, organized by Dataxis, the panel ‘Future trends in TV broadcasting & streaming technology’ was developed with speakers such as Mariano D’Ortona (Turner), Eduardo Bayo (Artear Argentina), Gustavo Marra (SeaChange) and Daniel Borovsky (Fox Networks Latin America.) The topics debated were focused on today’s 5G technology sutations, clients preferences when watching content on different resolution screens, the evolution of content platforms, and the advertising technologies model.
The first topic debated was focused on arrival of 5G in Latin America. Eduardo Bayo, Manager of the Technology and Operations Area at Artear Argentina, said that the great challenge for 5G will take place in the next Olympic Games edition in Tokyo, and expressed that ‘telecommunications investment will be monstrously large. It will mean so much time and a lot of investment’. He also said that the 5G is not yet established in the world and that, for this reason, fixed networks will continue to dominate over this technology. Bayo agreed with Mariano D’Ortona, International Technology and Development Director at Turner, that the low latency of 5G will be a favorable point.
‘The video industry is one of the few where means of transport is important and known by clients. 5G is another step for that’, said Gustavo Marra, Vice President of Business Development at SeaChange. In this same line, Daniel Borovsky, Engineering Executive Director of Fox Networks Group Latin America, said that currently, ‘we are not visualizing 5G, and we will have to see what decisions are made about it’. In addition, related with image definition at present, Bayo said that ‘small screens do not allow human eye to perceive differences in definition, which are noticed from 42 inches screens. Today, the average number of screens is around 49 to 50 inches, and over the years there will be a demand for more. With regard to the place where the contents are viewed, users try to move to watch sports events on screens as large as possible.
Gustavo Marra also expressed his point of view on the evolution of content platforms, and indicated that ‘platforms are evolving to improve clients perception. Today, from a single platform contents can be distributed to several formats, and content is added within a single platform. This is good news to keep video as a lucrative business’. Regarding advertising technologies, Borovsky said that ‘internet is gaining ground because of granularity, in advertising we have the intelligence behind us to know that the targeted clients may be interested in that product’. D’Ortona emphasized on the application of artificial intelligence to optimize the results around advertisement massiveness. Bayo said that ‘in some opportunities we get synchronized with other channels to broadcast a TV advertisement together at the same time’. Finally, the executive reported that broadcasting a TV advertising through a FTA channel costs USD 0.02, and for cell phones it is around 3 dollars.