Globo receives representatives from Latin America networks during the 12th TV Abierta Summit
28-03-2019
The 12th TV Abierta Comercial Digital y Management Summit has reunited representatives from 14 top players in communication industry from 12 Latin American countries in Rio de Janeiro this week. According to Otavio Bocchino, CEO at Communication Intelligence, which organized the event, these companies represent about 60% of the television market in the region.
Globo Studios, in Rio de Janeiro, held the first day of the summit with companies such as Telefe, Mega, Ecuavisa, Televisa, Teledoce and others. Their leaders had the opportunity to attend conferences on television market, and they also visited one of the top content production centers in the world where telenovelas, series, limited series, original formats and films that appeal not just Brazilians, but worldwide audiences, are made.
“Ecuavisa profile is very aligned to Globo content. We’ve always highlighted Globo productions and the outcome is excellent”, said Carlos Xavier Pera Ycaza, National Commercial Director at Ecuavisa.
The future of free-to-air TV was one of the main topics in discussion. Raymundo Barros, Globo CTO, presented the successful case study of analogic TV severance in Brazil, investments in content production and also in an integrated experience between broadband and broadcast. Fabrice Mollier, General Assistant Director of Marketing, Strategies and Operations at Canal+, from France, has also talked about the evolution of free-to-air TV in Europe.
Caio Barsotti, CENP Brasil CEO, and Hermann Mahnke, Executive Marketing Director at GM Mercosul, respectively exposed an outlook of Brazilian advertising business approach and the value of free-to-air TV for brands. “Free-to-air TV has brought very important solutions to different moments for the brands. We are modifying the way that advertises are aired on free-to-air TV and the consumer is the one who motivates us to do so”, said Mahnke.
The agenda has also included a panel with Globo executive managers about the company movements in synchrony with the audience that watch several platforms daily. The participants were Flavia Molina, Marketing Director, Eduardo Becker, Branded Content Solutions Director, Raphael Corrêa Netto, Head of International Business, and Roberto Schmidt, Commercial Planning Director. The executives discussed the importance of data for the industry nowadays, the role of the entertainment industry to understand and connect people, multiplatform strategies and solutions for advertisers.
The TV Abierta Comercial Digital y Management Summit has already been held in Miami, Santiago, Lima, Madrid and New York. The 2019 edition was sponsored by Globo and Centro Internacional de Television Abierta, and it is organized by Communication Intelligence.
Photo: Otavio Bocchino, CEO at Communication Intelligence, Roberto Schmidt, Commercial Planning Director at Globo, Flavia Molina, Marketing Director at Globo, Eduardo Becker, Branded Content Solutions Director at Globo, and Raphael Corrêa Netto, Head of International Business at Globo, at the 12th TV Abierta Summit
Credit/ Roberto Teixeira