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The Reality of Latin American TV


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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:

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The Reality of Latin American TV

  1. 1. The Reality of Latin American TV Marcello Coltro Senior Vice President of Sales & Chief Marketing Officer MGM Networks Latin America
  2. 2. The Consumer Today Technology “ I am sorry but you are not young anymore” So think and act like you are 30 years old.
  3. 3. What is Television? BACK TO THE BEGINNING - CONTENT Communications companies like radio station, television stations, movie studios, newspapers must change their core business. CONTENT
  4. 4. Content Providers Out-of-the-box ideas Multiplatform 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
  5. 5. 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)
  6. 6. Coke Simpsons Movie > Click to play
  7. 7. 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.
  8. 8. GEICO Cavemen > Click to play
  9. 9. Cavemen TV Series > Click to play
  10. 10. Cavemen “ The View” > Click to play
  11. 11. 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.
  12. 12. 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
  13. 13. Video Reality > Click to play
  14. 14. En Busca de la Nueva Diva creates up to 229% growth in ratings Source: AGB/Arianna First 5 Targets Period of las Divas Vs. last 2 Months Thursday 9:30 PM – 10:29 PM
  15. 15. Casa Club is the channel with the largest audience in its category Total Days of the Event Young Women X Competition 9:30 PM - 10:29 PM
  16. 17. THANK YOU! Marcello Coltro Senior Vice President of Sales & Chief Marketing Officer MGM Networks Latin America [email_address]