The Reality of Latin American TV
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The Reality of Latin American TV Marcello Coltro Senior Vice President of Sales & Chief Marketing Officer MGM Networks Latin America
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Marcello Coltro, Senior Vice President of Sales and Chief Marketing Officer of MGM Networks Latin America, talks about the future of media and television and gives some examples of how Latin American reality shows are adapting to this new reality. The video of this presentation can be seen here: http://www.youtube.com/watch?v=eu-heXMpsds
Transcript of The Reality of Latin American TV
The Reality of Latin American TV
Marcello ColtroSenior Vice President of Sales & Chief Marketing Officer
MGM Networks Latin America
The Consumer Today
Technology
“I am sorry but you are not young anymore”
So think and act like you are 30 years old.
What is Television?
BACK TO THE BEGINNING - CONTENT
Communications companies like radio station, television stations, movie studios, newspapers must change their core business.
CONTENT
Content Providers
Out-of-the-box ideasMultiplatform Offer
CREATIVE DELIVERY:
Ratings will not be so important as reaching the right target in different and non-traditional delivery formats.
Exposure +
Branding +
Creativity +
Flexibility
Super Bowl - Funhouse
CONSUMERS LIKE UNIQUE IDEAS
The Super Bowl is the championship game of the National Football League (NFL), the premier association of professional American football. It was first played on January 15, 1967 as part of a merger agreement between the NFL and its then rival, the American Football League (AFL)
Coke SimpsonsMovie >
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GEICO - Cavemen
CONSUMERS LIKE UNIQUE IDEAS
In 2004, GEICO began an advertising campaign featuring Neanderthal-like cavemen in a modern setting. The premise of the GEICO commercials is that using their website is "so easy a caveman could do it"; and that this slogan offends several cavemen, who not only still exist in modern society but live as intelligent, urbane bachelors. The campaign was created by Joe Lawson of The Martin Agency.
GEICO Cavemen >
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CavemenTV Series >
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Cavemen“The View” >
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Reality Format
Direct connection with Consumer / Viewer
Viewer identification with real people
Higher acceptance of product / brand integration
Interactivity
Website, e-messages, SMS, virals, etc.
En Busca de la Nueva Diva
Women target content
Unique format
No competitive available format
Advertising sales oriented production
Multiplatform Strategy
Winner gets a show of her own
Video Reality >
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En Busca de la Nueva Diva creates up to 229% growth in ratings
Source: AGB/AriannaFirst 5 TargetsPeriod of las Divas Vs. last 2 MonthsThursday 9:30 PM – 10:29 PM
Casa Club is the channel with the largest audience in its category
Total Days of the EventYoung Women X Competition9:30 PM - 10:29 PM
THANK YOU!
Marcello ColtroSenior Vice President of Sales & Chief Marketing Officer
MGM Networks Latin [email protected]
