Pay-TV programmers and operators discussed how to attract the future consumer at the NexTV Series South America

NexTV Series South America 2016 gathered on June 15th and 16th at the Plaza Hotel Buenos Aires, Argentina, Pay-TV, film, Free-to-Air TV and OTT executives as well as representatives of YouTube channels, to open the debate on new business models and the relationships between technology and service providers, value aggregators and content distributors.

Executive Panel “Pay-TV Programmers and Operators: How to Attract the Consumer of the Future” discussed issues such as TV Everywhere as the axis of the transformation process of Pay-TV, the transformation of the TV business to multi-screen, the challenge the new competition, the new regulatory framework and whether or not to include OTT services, and “millennials” and changes in consumption.

Nicolas Albistur, Director of Marketing and Programming of DirecTV Argentina, said: “We had to transform the industry through prepaid business. We made an analogy with mobile telephony to agree with programmers. In Argentina we took the first step to give a TV Everywhere and native player with sports and fiction orignial productions.

Gabriel Basabe, CEO and Reginal T&O Manager at Turner International, spoke about the generational change in the way of watching content and the appearance of “snack content”. “You have to make a radical change to generate content. The premise of “Big Data” today is an added value but soon it will be common to all programmers. There is a brand crisis. We must create content brands that impact on the audience.”

Miguel Brailovsky, SVP and General Manager of A&E Latin America, said on his behalf: “We have a consumer with more alternatives and brands are becoming curators of content: people need more obvious filters. It is very likely that the huge amount of new OTT platforms in a few years will become part of prehistory, whereas today from the side of the operators they are thinking it is sustainable over time. The Pay-TV industry has underestimated our content production capacity.”

Jeronimo Macanás, Accedo VP for Latin America and Southern Europe, explained that the capabilities of the players are expanding and that the market is evolving in a movement of expansion. “Operators and programmers show fantastic strategies. New players become programmers with original content. OTTs offer not only content but consumer experiences. All players are already finding their niche market. The industry is fairly healthy for the arrival of OTT 2.0 but the only unresolved point is more at an organizational level; you have to move at other speeds, large companies have failed to achieve that agility yet.”

With more than 45 speakers (80% senior industry executives), more than 300 attendees and over 16 hours of networking, NexTV Series South America 2016 offers a unique opportunity to catch up on new trends in the Pay-TV market such as the rise of Multi-Channel Networks (MCN), the boom of Video on Demand (VOD) and the migration of all media (including radio and press) to multiplatform audiovisual format.