{"id":3239,"date":"2017-01-19T11:32:03","date_gmt":"2017-01-19T16:32:03","guid":{"rendered":"http:\/\/worldscreen.com\/tvlatina\/latam-media-trends-take-center-stage-in-natpe-panel\/"},"modified":"2017-01-20T13:15:23","modified_gmt":"2017-01-20T18:15:23","slug":"latam-media-trends-take-center-stage-in-natpe-panel","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvlatina\/latam-media-trends-take-center-stage-in-natpe-panel\/","title":{"rendered":"LatAm Media Trends Take Center Stage in NATPE Panel"},"content":{"rendered":"

Viacom\u2019s Pierluigi Gazzolo, Cisneros\u2019s Adriana Cisneros, Endemol Shine\u2019s Cris Abrego and Brazilian producer Carla Affonso discussed merger and acquisition activity in LatAm media, the drastic changes in the U.S. Hispanic sector and the problems of audience measurement in\u00a0a NATPE\u00a0panel this morning moderated by\u00a0<\/em>World Screen\u2019s Anna Carugati.<\/em><\/p>\n

The session, titled “Latin America and the U.S. Hispanic Market\u2014The Big Picture,” opened with Gazzolo, the president of Viacom International Media Networks (VIMN) Americas, talking about Viacom\u2019s investments in Latin America, which most recently included its acquisition of Telefe in Argentina. Viacom\u2019s \u201ccore six\u201d channel brands are present in the region, and the company continues to invest in original content in Latin America, producing about 500 hours a year. \u201cNow with Telefe that becomes 3,500 fresh hours a year,\u201d Gazzolo said. \u201cOur view of Latin America is serious, we believe in it, it\u2019s a market that continues growing, it\u2019s a market where Viacom has sought scale for many, many years. We\u2019re very excited\u00a0with\u00a0this acquisition [of Telefe] as it does give us both the content ownership and the scale to take our business and our product to the next level in the region.\u201d<\/p>\n

Carugati asked Cisneros, the CEO and vice chairman of the Cisneros group, about MOBIUS.LAB Productions, a joint venture with Getty Images, and the\u00a0potential\u00a0for other alliances in the region. \u201cWe created a partnership [with Getty Images] to see if we could create with their library a production company, which is what we\u2019ve done. [MOBIUS.LAB] has very little to do with what we\u2019ve done in the past. We\u2019re working with really interesting clients that range from news departments at TV networks around the world to entertainment networks that want more snackable content.\u201d<\/p>\n

Cisneros has also entered the dubbing services market and partnered with The Kitchen. \u201cAs people are becoming re-interested in better and better content with all these platforms, there is a greater need, once again, for high-quality dubbing,\u201d Cisneros said. \u201cThe last time people paid attention to dubbing was in the ’80s.\u201d<\/p>\n

On the digital side, Cisneros just clinched \u201can enormous and extremely exciting\u201d partnership with Facebook in Latin America. \u201cWe\u2019re representing them not only for Facebook but also for Instagram, Oculus, Messenger and WhatsApp. It\u2019s the beginning of a partnership that has a lot of legs. They\u2019re also relying on us to help them be the bridge to advertisers and agencies to understand how to successfully bring advertisers into digital platforms.\u201d<\/p>\n

Abrego, CEO of Endemol Shine North America and chairman of Endemol Shine Americas, noted that \u201cit\u2019s an incredible time for production companies\u201d today. The company continues to focus on the global exploitation of its mega-formats, but as the bar for quality content has been raised everywhere, there is more opportunity to create originals in the region, particularly in scripted. And on the unscripted side with big brands like\u00a0MasterChef<\/em>, \u201cWe are finding ways to make them more bespoke for each of the territories\u2026. We\u2019ve had to work really hard to preserve the big tentpoles of the format that make it work, but still make it tailored for that market.\u201d<\/p>\n

Carugati asked the panelists about the health of linear television in Latin America. VIMN\u2019s Gazzolo noted, \u201cI don\u2019t think anyone can tell you what specific share of viewing is moving to the nonlinear world. We need more measurement to understand that and, unfortunately, one of the things we are behind on as an industry is having\u00a0better\u00a0measurement.\u201d<\/p>\n

The company has had success with the authenticated Viacom Play Plex apps that have rolled out for some of its core brands, including MTV and Nickelodeon. \u201cWe have seen an incredible amount of growth.\u201d<\/p>\n

Gazzolo discussed viewer multitasking, giving as an example the premiere of\u00a0Super Shore<\/em>\u2014a regional adaptation of\u00a0Jersey Shore<\/em>\u2014which launched\u00a0on\u00a0digital 48 hours before linear in the MTV Play app. In about five days there were 3 million plays in Mexico. With the linear premiere, meanwhile, there was a 450-percent\u00a0ratings\u00a0growth. \u201cWe do believe that particularly with the millennial audience or younger, there is an interaction between linear and multiplatform, but there is no question that VOD is the way people want to consume.\u201d<\/p>\n

Gazzolo stressed the importance of content ownership today, adding, \u201cThe word linear shouldn\u2019t even exist anymore. Linear is evolving into something else.\u201d He referenced how LatAm pay-TV operators are evolving to become \u201cmore than a group of linear channels.\u201d He also noted that some content needs to be consumed in a linear fashion\u2014awards shows and other live events. \u201cLatin America, so far, if you look at the numbers, advertising growth, pay-TV subscriptions are growing, while nonlinear consumption is growing. So I have not seen the cannibalization that people speak of.\u201d<\/p>\n

\u201cLatin America is not that different from the U.S. Hispanic market,\u201d Cisneros said. \u201cEven though it\u2019s difficult to aggregate the data across all markets in Latin America, we do know that one in ten millennials in Latin America\u00a0are\u00a0cord-cutters. Ten percent are never going to get a cable subscription. You layer into that the realities of the emerging middle class in the digital era, with the issues that credit card penetration has, and the fact that millennials in Latin America that are being born in the digital revolution never want to have a physical credit card and they want digital banking solutions\u2014they\u2019re going to end up favoring a digital content solution over a cable subscription.\u201d<\/p>\n

She went on to say that the landscape of TV networks and TV licenses being up for sale in Latin America\u2014something that used to be a rare occurrence\u2014is an important development to note. \u201cIn the last two years, there have been a lot of TV networks for sale and there are a few more coming up that are really important. And there are a lot of licenses that are suddenly available. Traditional TV owners in Latin America are freaking out. They\u2019re feeling like they\u2019re playing the game of the hot potato. They don\u2019t want to be the last owners to end up with these TV assets because they haven\u2019t figured out how to evolve, how to innovate, and what they\u2019re seeing is that their advertising revenues are going down because they haven\u2019t scaled, and they haven\u2019t stopped being a local player in their local country. And the world has evolved. They haven\u2019t gone digital, they haven\u2019t gone pan-regional, and they\u2019re really scared. Not a single local player has done a really good job at becoming a big-time player. And then you have the majors in the U.S. and they\u2019re all doing big moves to buy those assets in Latin America.\u201d<\/p>\n

She continued, \u201cIt\u2019s the most exciting time to be brokering media deals in Latin America. It is\u00a0a very unique\u00a0time. This has never happened before, it\u2019s not going to happen again in ten years. It\u2019s right now.\u201d<\/p>\n

Gazzolo said that TV networks will win if they can transform themselves into VOD providers. \u201cLinear is quickly evolving to the new way of consumption.\u201d<\/p>\n

The changes in consumption habits do create challenges for content producers and distributors, Abrego said. \u201cWe own our content, and it\u2019s becoming more and more difficult to do that with networks and companies looking to acquire their own digital, their own streaming, their own plays. It\u2019s a huge fight to own the content as producers.\u201d<\/p>\n

Affonso is the CEO of Cygnus Media, an independent production outfit in Brazil. She is finding new opportunities given that the number of outlets has proliferated. Pay-TV channels are now investing more in their own content.<\/p>\n

The discussion then moved to the U.S. Hispanic market. Cisneros said the market is becoming \u201cincreasingly sophisticated and very complex and very difficult to understand. When you see the struggles Univision is having today to keep its ratings up, and when you see how Telemundo is beating Univision, it\u2019s endlessly fascinating.\u201d<\/p>\n

Cisneros said that in 2016, Netflix\u2019s best-performing show was\u00a0Narcos<\/em>; that drama had a linear rollout on Univision after its streaming launch and it was the broadcaster\u2019s worst-performing show ever. \u201cWhat does that mean?\u201d Cisneros queried.<\/p>\n

Abrego suggested, \u201cThe [Univision] audience is on Netflix, so they watched it already. What if\u00a0Narcos<\/em>\u00a0had been\u00a0an original\u00a0for Univision? Would it have made a difference?\u201d<\/p>\n

\u201cI don\u2019t know,\u201d Cisneros answered. \u201cThere are maybe 100 reasons why it didn\u2019t work. But I think it\u2019s worth analyzing.\u201d<\/p>\n

\u201cAudiences are changing completely,\u201d Affonso said, making it difficult to know what to program when. \u201cSometimes you make something that you don\u2019t think is going to perform and it\u2019s huge.\u201d<\/p>\n

Gazzolo said that Viacom \u201chad a big problem\u201d in the U.S. Hispanic market. \u201cWe tried to launch MTV Tr3s for the younger demo of the U.S. Hispanic market and that was stupid because that demo wants to watch in English. What\u2019s the generational gap? Is there a generational gap?\u201d<\/p>\n

Carugati asked Abrego about Endemol Shine\u2019s experience with\u00a0El Vato<\/em>, which was made for NBC Universo. \u201cTelemundo is really changing the game,\u201d he said, in terms of the kinds of stories they\u2019re willing to tell on their channels. \u201cI call it Mexican\u00a0Entourage<\/em>,\u201d Abrego said of the hit series. Unlike many shows airing on U.S. Hispanic outlets, the series used a lot of external locations\u2014including Rodeo Drive\u2014and handheld cameras. \u201cIt feels so different. There\u2019s cross bilingualism on the show. It feels very cool.\u201d<\/p>\n

Endemol Shine is also working on U.S. Hispanic versions of its big formats that have already been adapted Stateside. \u201cPeople were worried there\u2019d be a loss of audience for the original [U.S.] brand,\u201d but so far that hasn\u2019t happened, Abrego said.<\/p>\n

Carugati then moved the discussion back to Cisneros\u2019s \u201chot potato,\u201d asking the panelists to weigh in on how the LatAm TV sector is being reshaped by deal activity.\u00a0Cisneros\u00a0said her company is looking at other opportunities after losing the battle for Telefe to Viacom.<\/p>\n

\u201cWe\u2019re always going to be looking for assets,\u201d Gazzolo said. \u201cThe asset is not about the network, it\u2019s about the content, the scale of content. The network\u00a0matters\u00a0and broadcast is still king, but to\u00a0me,\u00a0it\u2019s about investing in content.\u201d<\/p>\n

Abrego said that Endemol Shine is making some investments with production companies in different territories. \u201cThere is so much talent coming out of Latin America. We\u2019re focused on finding those next big stars or creators and big-idea thinkers.\u201d<\/p>\n

Discussing the ad market, Cisneros said that the conversation about \u201cdigital pennies is finally going away. We can have a meaningful conversation with, say, Procter & Gamble, where we\u2019re mixing advertising across all platforms.\u201d<\/p>\n

She continued, \u201cThe digital dream is now a reality in Latin America and everybody should be seriously considering investing in digital\u00a0adspend\u00a0there.\u201d<\/p>\n

Gazzolo said that the LatAm pay-TV ad market is growing. \u201cWe saw double-digit growth last year. You do need scale.\u201d On digital, he said video impressions really matter. He reiterated that measurement platforms are still lacking and noted that VIMN LatAm is betting big on branded content. \u201cWe think that\u2019s the way to bring smart investments into digital media.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Merger and acquisition activity in LatAm media, the drastic changes in the U.S. Hispanic sector and more are discussed in a NATPE panel moderated by World Screen\u2019s Anna Carugati.<\/p>\n","protected":false},"author":290,"featured_media":3240,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68,69],"tags":[419,376,420,421],"class_list":["post-3239","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-profiles","category-top-stories","tag-adriana-cisneros","tag-cris-abrego","tag-natpe-2017","tag-pierluigi-gazzolo"],"yoast_head":"\nLatAm Media Trends Take Center Stage in NATPE Panel - TVLATINA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/worldscreen.com\/tvlatina\/latam-media-trends-take-center-stage-in-natpe-panel\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LatAm Media Trends Take Center Stage in NATPE Panel - TVLATINA\" \/>\n<meta property=\"og:description\" content=\"Merger and acquisition activity in LatAm media, the drastic changes in the U.S. Hispanic sector and more are discussed in a NATPE panel moderated by World Screen\u2019s Anna Carugati.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/worldscreen.com\/tvlatina\/latam-media-trends-take-center-stage-in-natpe-panel\/\" \/>\n<meta property=\"og:site_name\" content=\"TVLATINA\" \/>\n<meta property=\"article:published_time\" content=\"2017-01-19T16:32:03+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-01-20T18:15:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/worldscreen.com\/tvlatina\/wp-content\/uploads\/sites\/15\/2015\/09\/natpe-panel-117.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1\" \/>\n\t<meta property=\"og:image:height\" content=\"1\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mansha Daswani\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mansha Daswani\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/latam-media-trends-take-center-stage-in-natpe-panel\/\",\"url\":\"https:\/\/worldscreen.com\/tvlatina\/latam-media-trends-take-center-stage-in-natpe-panel\/\",\"name\":\"LatAm Media Trends Take Center Stage in NATPE Panel - TVLATINA\",\"isPartOf\":{\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/#website\"},\"datePublished\":\"2017-01-19T16:32:03+00:00\",\"dateModified\":\"2017-01-20T18:15:23+00:00\",\"author\":{\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\"},\"breadcrumb\":{\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/latam-media-trends-take-center-stage-in-natpe-panel\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/worldscreen.com\/tvlatina\/latam-media-trends-take-center-stage-in-natpe-panel\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/latam-media-trends-take-center-stage-in-natpe-panel\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/worldscreen.com\/tvlatina\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"LatAm Media Trends Take Center Stage in NATPE Panel\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/#website\",\"url\":\"https:\/\/worldscreen.com\/tvlatina\/\",\"name\":\"TVLATINA\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/worldscreen.com\/tvlatina\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\",\"name\":\"Mansha Daswani\",\"description\":\"Mansha Daswani is the editor-in-chief and associate publisher of World Screen. 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