With the tv on change, "no one wants to be the avôzinho in the disco" and the traditional channels should "do exactly the opposite of what the taxi drivers are doing", illustrated this Tuesday Rogério Canhoto, group Impresa (SIC) and Gonçalo Reis, president of the RTP, respectively, in a seminar on the future of television. But if the technology changes the consumption habits and there are series, programs, niche, YouTubers, and Netflix, no one hits A Single Woman (TVI) or the football.
At the workshop The Future of Television and the new forms of consumption, the main players of the Portuguese market, two of the most animated were on a soap opera, and about the tv rights of football. And the accent common on the side of the general-interest channels and by subscription, was that "the traditional media should embrace the changes", as requested by Gonçalo Reis, "should not be aggressive in the face of the agents of change, must understand what the consumer wants and work in a civilized manner and constructive to maintain its relevance".
The meeting, promoted by the producer Dreamia (alia the Portuguese In the north american AMC Networks in various channels such as Panda or Hollywood), brought together officials from the generalists (the RTP, SIC and TVI), tv operators by subscription (Us, Meo, Nowo and Vodafone) and the measurement of audiences (FALL) at the Catholic University of Lisbon. There was a lot of numbers and data to paint the picture: in six years, the cable has made the open channels lost 25 points of market share, with RTP being the most impaired; there are 3.6 million subscribers of pay TV in Portugal, which amounts to almost 80% of the Portuguese homes.
"no other country in the world has that penetration of pay TV," said George Grace, administrator in. And this implies that "the amount of content available to the Portuguese" is much larger than in most of the countries, explains. Therefore, "begins to be very difficult" for an operator "differentiate by content", as admitted António Margato, marketing director consumer at Vodafone, because they "already saturámos the offer with the amount of channels and content", corroborates Jorge Free. Still, even with the panel of operators, more focused on set paths for the future – "an ecosystem between content, functionality and user interface", to Luís Birth, the administrator of the Meo – the phrase "content is king" echoed with strength among the general-interest channels and thematic of the cable.
In the background, all surrounding the ring in the fight of as a program today, to think in a grid linear in that people see in the direct but also thinking about who you will see later, the loose, deferred, or that neither are there, in the "TV", but are in other screens.
More numbers: the television and the digital have 70% of the advertising market, with 55% only for the TV; half of all young people between the ages of 25/34 years see TV on a deferred basis; the basic packages of the largest cable operators have more than 150 tv channels. But looking for the 40 most watched programs in Portugal this year, the picture that is painted becomes greater – or at least different. The top 40 is dominated by football games (for which negotiations recent rights were a "bleed", to José Henriques, head of marketing Nowo, old Cabovisão, and that some of his colleagues predict that in the future will be paid in the value chain or whether it will weigh on the consumer). Outside the football, only gives A Single Woman, the novel of TVI, which was a pioneer in its unfolding in three seasons. "What people like to see is the ball and the novel, there is that trick", clarified the director of programs of TVI to the audience fun.
Bruno Santos details that this "brilliant idea" has allowed to extend a format that "cause wear" – the idea that a soap opera will never end. "And this soap opera will never end up really", and joked, explaining after to the PUBLIC that this was only a "provocation" to his colleagues, present and not a confirmation of something speculated in the sector – that the blockbuster of TVI, channel, audience leader for 11 years, you may have the new season. But on A Single Woman he admitted: "we have adapted the language of the novel to a narrative much more pace-setting, plots are much more complex because [with] the offer brutal fiction on cable, people become more demanding and we also have to keep track of it."
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