Dataxis is helding the first Nextv Series South America virtual edition, a leading conference that is taking place this Wednesday, November 4th and Thursday, November 5th. The first panel of the event was called ‘Free-to-air broadcasters going OTT: new opportunities’, in which issues related to SVOD, Freemium and AVOD alternatives were discussed; together with catch up and VOD library monetization; and the role of FTA broadcasters as OTT integrators.
In order to discuss these issues, Dataxis gathered a panel of industry experts, which included Charlie Deane, Wildmoka’s Director of Sales, Latin America; Cristian Hernandez Rodroguez, Digital Media Manager at Canal 13 (Chile); Andres Lapi, CTO at Teledoce; and Hernan Sampo, Digital Content Marketing, Multiplatform Programming Director at Telefe.
Regarding how FTA broadcasters are going OTT with multiple strategies for monetization, formats and audience searches, Hernandez expressed himself on Canal 13’s multiplatform strategy and said that ‘Canal 13 has a fairly uniform strategy. We have been diversifying the content, but always under an initial structure. In Chile, we are the only broadcaster that has an OTT (13 Now) and, indeed, we have a model with advertising, which does not mean that we are closed to a paid model. There is a large amount of content that we feature that is on 13 Now, and advertising supports us. However, we are not closed to having paid content later’. In addition, the executive reported that ‘seven out of 10 Chileans visit Canal 13’s digital ecosystem’.
‘Wildmoka is a SaaS platform, which is able to distribute a lot of content. We work for around 60 leading broadcasters and rights owners in the world. The platform is used to convert live content into VOD content, which can later be distributed through social networks or different platforms, or reconverted into new VOD content. For example, in news, a 30-minute article can be turned into a five-minute highlight, using the most relevant content that has been aired’, Deane described in relation to Wildmoka’s role and how broadcasters can take advantage of the multiplatform business. ‘In general, the digital department is the one with the least money in broadcasting companies. With Wildmoka, it is possible to create a lot of content for the digital world, with few resources and in a very intuitive way. Wildmoka is a way of promoting live content, through various channels, including their own OTT (Online Video Platform) that each one has’, the executive completed.
In relation to Telefé’s multiplatform strategy, Sampo reported that Viacom is currently going through ‘an enormous transformation process, at all levels of the company. This way, we are working to strengthen the leadership that we have on the screen also in digital formats, always with the focus on content’. Sampo explained that currently all the projects that are broadcast on Telefe have a very significant digital work, providing 360 ° experience, with the aim of strengthening the channel on all its screens. Some of the contents transformed into 360° experiences that helped increase monetization mentioned by the executive are Bake Off; MasterChef Celebrity Argentina and other projects such as podcasts, which ‘are going to put us in a format that remains distant until now for FTA TV’.
‘Teledoce is also on that analysis process’, said Lapi. ‘We are analyzing the option to launch our own OTT and, this way, in order to give added value to customers and be tempted to pay a subscription, we must look for some differential content’. Likewise, the executive explained that ‘the fact of being on an FTA TV channel means that there are certain niche content that today cannot be displayed on the screen, but they are very good content that the channel could broadcast, but not as part of its traditional programming grid. In addition, we have the possibility of adding other specific content, in PPV. We are analyzing a platform that includes all these options. It is a mix of monetization models, but mainly based on a subscription model, with specific PPV content within it’.
Regarding the vision on mixed models like Hulu, or a freemium one, Lapi reported that ‘nowadays, without having an exclusive application, we offer access to newscasts and live news on our website, for free. The idea is to replicate this, with some more content, that attracts the user to download the app and that an ecosystem is created, and then have premium content available’.
Deane also expressed himself on how Wildmoka can help in an SVOD model. ‘In this model, there is a prerequisite for live broadcasters, which is that VOD, in any of its versions, must be as close to live as possible’. This way, the executive assured that ‘Wildmoka allows content to be created one minute after it has been aired. The important part of speed is that we manage to beat piracy’, he added.
Regarding the possibilities of FTA TV to add OTTs from channels and third parties, and thus become an alternative to pay TV, Hernandez assured that it is something very challenging. ‘The way for that is not by copying third parties, but by looking at ourselves, at our own content, and looking at how we generate revenue. We, as a broadcaster, are one step down in terms of megastructure. If we could establish a model where we made a kind of agreement, we could generate one more alternative’. Later, Lapi added that ‘the origin of all this is to generate good local content, both with own productions and with customization of acquisitions of foreign formats. All that, well worked, is key. By being the owners of the content, we will strengthen ourselves that will allow us to have greater independence, to generate new offers and various options for customers, without the intention of destroying the market’.
‘‘Television is synonymous with the future, from its creation to today. And evolution is constantly. In the case of FTA TV, the most relevant thing is where it can be watched: all platforms; all methods; and all the screens where it can be aired. FTA TV has no limits. The quality of the content is essential, but so is the speed at which the content is made available and formatted for other channels. The way, timing and format in which the information is presented is very important. For that, we have to feature tools and think digitally’, reflected Deane.