Televisa and TV Azteca discuss multiscreen strategies


During the first day of NexTV Series Mexico & Central America, the leading conference held on October 3 & 4 in Mexico City, executives of the main Mexican networks, Televisa and TV Azteca, discussed the transition to OTT and the importance of producing multiscreen content.

Diego Leonel de Cervantes, Chief Digital Officer of TV Azteca, said that the entry of the company into the subscription-based OTT business, through Totalmovie, did not work due to the lack of content to meet the demand. “Totalmovie failed because an OTT needs content,” said the executive, according to Expansión. The service ceased operations in 2014. The executive mentioned that the network currently has partnerships with all platforms, including Netflix, Blim, YouTube and Amazon.

At the same time, he acknowledged that there are even more advantages when the OTT content comes preloaded on mobile devices -such as Blim with Telefónica- or when the charge is made on the same bill (Claro Video and Telcel). “For us it is a challenge because without Iusacell we cannot preload the content, we have to compete for the real state of the cell phones and wait for the people to download the app or consume TV Azteca when using mobile data”.

Farid de la Peña Kuri, Head of Distribution and Digital Marketing at Televisa, said that adapting its way of producing content for digital platforms “has been a painful but necessary transition.” In this sense, the executive said that the company produces content depending on the platform and recognized that “there are content that have worked well and others not so much, so we are tuning engines and we hope that in the future we can have a more stable model.”

The panel also featured Jorge Bermúdez, YouTube’s Head of Content Partnerships for Mexico & Colombia. The executive explained that “60% of YouTube visitors come from mobile devices” but said that video consumption in data plans is still expensive.