Before his participation in NexTV Series Colombia & Andean, Diego Vallejo, VP Digital for Canal 1, described to NexTV News Latam the online strategy of the FTA TV signal. One of its focuses is the production of original digital contents to engage younger audiences.
How is the online strategy of Canal 1? On which platforms are you working on?
The online strategy of Canal 1 includes in first place the advertising of the programming with promotional videos and clips of the most relevant moments of each show. The platforms we use the most are social media and our website, which is responsive as 80% of the users access through their mobile phones. On our website, we also offer live streaming of the signal for Colombia. This multiscreen strategy complements with catch up and VOD of the shows the day after their premiere. All these services are free and we are not planning of charging for them.
As 70% of the shows are live, they have the ability to generate a constant interaction in social media. This is what happens with “Guerreros”, one of the shows with a bigger audience. In fact, the hosts make several calls to action in social media from the TV screen and they are always answering to happens there on air. This is what makes the interaction between the online and the TV possible.
Which are the monetization models for the digital area?
All of the services offered by Canal 1 are free. Thus, the business model for the digital is based on advertising. In order to achieve this, we work with direct clients and with the main media agencies and their trading desks for the programmatic market. We aim to cover as many monetization options as possible, focusing on those that are more relevant for the clients and those that attenuate better to the user experience of our audience. This includes displays –banners-, video –preroll and out stream formats-, branded content, social, tailor made and synergies with TV and multiscreen. We are part of Google’s acceleration program for programmatic, with a heavy usage of the data on the behavior of our users that we obtain through our data management platform. We are also media partners with Facebook. That is why we make such big efforts on the production and monetization of native contents for this platform.
We are having a pleasant surprise on this area. We achieved 1.4 million unique users in the first 30 days. This tripled the goals of our business plan. In 60 days, we managed to surpass 2.4 million unique users.
How important is the digital area when it comes to have a complement for the raising DTT offering?
We have several missions. One of them is to promote our programming. We focus on amplifying everything that goes on in the TV screen.
In second place, regarding the incomes, our mission in the company is to get a piece of the digital advertising pie. In third place, we aim to reach new audiences. According to a paradigm in the market, FTA TV tends to have bigger audiences. Therefore, in digital, we have a chance to engage new users with a different language and contents. This is what we will focus on. To get younger users, we will adapt the contents we already have on our main screen –TV- and then we will create digital native contents.
What are your current projects?
We are working with two producer companies: 242 and Dirty Kitchen. Our goal is to create digital native content that is relevant for different audiences and to engage those that are not on TV. We also aim to attract advertisers interested in these targets. We are always open to new projects. That is the reason why we are always in conversations with different actors of the market.
Do you have any projects for OTT or SVOD?
Hemisphere, one of the companies that integrate the consortium that operates Canal 1, owns the platform Pantaya and already has experience in that market. We are just launching and creating audiences, so it is our priority right now are the Channel, the website and 360° audiences. We are working in parallel in another big challenge: monetization. However, our website has already a big component of VOD with streaming and catch up. We have had great results with this, so we may start working on developing an APP that includes OTT in a short or middle term. We understand that this is a big opportunity in the market. Assuming we would have to increase our content catalogue and library, the challenge would be to have an adequate relationship between the necessary investment and the possible returns. Hemisphere’s experience with Pantaya will certainly be useful to get new audiences. The challenge will be to transfer the learning curves and the economies of scale.