The second panel that took place during the first Nextv Series Brazil’s virtual edition was called ‘OTT and D2C integration in pay TV’. Some of the main topics developed during the debate focused on the challenges and barriers of STB apps integration; premium OTT and D2C channels; and add-on, carrier billing and partnership models.
The executives gathered by Dataxis to star in the panel were Alessandro Maluf, Video Products Director at Claro Brazil; Liris Bertelli, Marketing and Digital Product Coordinator at Playboy do Brasil; and Yuri Petnys, Business Development, Strategy and Marketing at Crunchyroll Brazil.
‘What we are doing is providing facilities for the consumer and facilities for our content partners in the digital ecosystem. The consumer is the one in charge. The aggregation that is being done, the curation of the content that is being done, is what is needed to be winners in this new stage. For me, it is an evolution of a concept that has always existed. What is changing is the flexibility and options that consumers have today to choose where to access. There is a new TV model, and many are adopting this option, and we will have both models (pay TV and content aggregation) for the consumer to choose’, said Maluf.
Regarding the D2C model launched by Playboy, Bertelli reported that ‘the proximity that a D2C gives us is highly relevant to the business and, in these more than 10 years, the product has evolved a lot, both in features and content, to serve the audience appropriately. Consumption profiles are changing. Today’s consumer demands more variety and different content. Our biggest challenge today is learning how to adapt to new consumers. Having operators as partners for the OTT offering is also important because, at the end of the day, there are many advantages. The market is changing and we are trying to adapt ourselves as quickly as possible to satisfy this demand in an appropriate way’.
‘Crunchyroll offers a combination between the SVOD and AVOD models. We have been in the market for 15 years, and it entered Brazil just before Netflix. We always focus our service on oriental anime products. We are making several negotiations with cable TV, internet and telephone operators and with cable TV channels, but the integration is very hard to be successful. It ends up having some limitations. We work very gratefully on the D2C model, although we have some important partnerships, as in Germany with Vodafone, and we have conversations with Vivo in Brazil. We have a partnership with Cartoon Network that is being very successful. In addition, there is a new TV channel called ‘Loading’, where we have more than 50 titles available’, Petnys reported about the possibility of the integration of Crunchyroll by pay TV operators.
Regarding the main limitations to add OTTs to the offer of a pay TV operator, Petnys assured that ‘there are two major barriers: the first would be technological. The issue of payment integration, technologically, is a bit complicated. The second barrier would be on the commercial side. Producers work with dozens of content producers to distribute that content to the rest of the world. Due to these partnerships, we have more than 600 titles on our Brazilian catalog, but it is a bit more complicated to run agreements with an operator, for reasons of revenue sharing, and we have to negotiate with several commercial partners, each one with a strategy and a different market vision’.