By Ingrid Mota
Twitter: @ingridmotta
This week, those interested in bidding for the two new digital television networks will have submitted their proposals to the Federal Institute of Telecommunications (IFT). The IFT will analyze and determine if they effectively meet the conditions to generate effective competition in a market today divided into two players.
Interested bidders will have in their favor the preponderance rules that the IFT established for Televisa as the preponderant economic agent in broadcasting, to share its passive infrastructure. With this, the new concessionaires will benefit from a reduction in entry barriers, reducing their infrastructure costs by up to a fifth and speeding up their entry into the market.
The Impacts on the Advertising Dimension
The open television market lives mainly from the sale of advertising. Thus, by having a greater offer of platforms of advertising, more competition will develop in the advertising market among advertisers.
On the other hand, the creation of two new private digital TV channels consolidates an opportunity to offer content for end users. The hitherto passive audience will dictate the programming they want to see on a greater variety of channels, with better audio and video quality, which undoubtedly represent a great growth opportunity for advertising and creativity in Mexico.
In addition, the interactivity that digital television will achieve will allow different content so that young users who today prefer to download programs from the Internet or the cloud, have new options. This is how advertising will have an important development by being able to selectively offer information about products and services in a segmented manner.
For example, in a television series, an advertiser can insert content about the clothing brand of the protagonists or the cars that are used in the story and the viewer decides if he is interested in going to check where he can buy the products or not.
Creativity is the Limit
The convergence between mobile devices and content that digital television will achieve in conjunction with other online media will allow the user to permanently interact with their content and schedule preferences. This capacity will allow the advertiser to plan much more segmented audiences by specific uses and habits, ensuring the penetration of the message.
The creativity of content and application development will make a clear difference in current and digital advertising by inviting consumers to enter to search for attributes of the brands that participate in the content, and have the option of entering video games or other forms interactive two-way participation between consumer and brand.
In this way, it will be possible to return to the original television scheme of being a space where the family or groups of people meet and share the same content, something that does not allow downloading content from a computer.
Even the rating measurement will be much more real, since now it will be possible to measure all connected devices and thus avoid speculation of audience numbers by programs and schedules.
This will make an important difference in the commercialization of spaces and the producers will know immediately if their content is being attractive and in this way make the necessary adjustments to optimize their communication effort.
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All the path traveled to date by digital media will be catapulted by the accessibility of users to interactivity.
However, this dream will not be a reality until we all have access to network connection services, with a quality that allows both users and producers and creatives to deploy all the capabilities offered by digital television.
The analog blackout or the mental switch-on?
All in all, the analog blackout translates into the ignition of new business platforms for marketers, advertisers and producers.
We hear a lot these days about the migration from the analog blackout and the migration to digital. This is not just a technical issue.
Marketers now have a great job to, little by little, change the mental switch of millions of viewers who are accustomed to receiving analog services, in a way that teaches them how to enter a world of interactivity that multiplies content and enter a transactional dimension that opens a new window of consumption.
