Jose Hernandez, Chief Digital Officer at America Televisión, explains how Peru’s leading TV network is aggregating services to bring audiences together across its platforms


The proliferation of digital platforms and devices has seen the television audience become increasingly fragmented. America Televisión’s objective is to reassemble those audience with its OTT platform – America TVGO.

“We compete not only with other TV networks, but with all other services that provide digital entertainment and news, such as streaming platforms,” explains Chief Digital Officer Jose Hernandez. “Time is the currency with which our audiences pay us, so we need to be constantly improving our offering both through content and user experiences. Users are in control today, not media like it used to be in the old TV days, and we are totally aware of that. They have innumerable options for where and how to consume content. Therefore, our role is to be there, in that specific device, platform or operating system, with the best possible experience, when they have those minutes or hours to spare…”

Jose Hernandez and his team at America Televisión

Building audience reach

America Televisión’s strategy is to build the largest reach across multiple platforms to meet the needs of that fragmented television audience…

“Live streaming and live events are the most important asset of TV broadcasters,” explains Hernandez. “Besides our own OTT platform, we are partnering with cable operators, streaming platforms and other OTT platforms to distribute our content – both live and VOD – broadening our reach and increasing our revenues through different business models, such as retransmission fees, content licensing, ad revenue sharing or subscription services.”

When it comes to its own live streaming service, America has the option to replace TV ads with digital ads. “The upside is that digital ads sell for higher CPMs than TV ads,” says Hernandez. “But the downside is that we won´t always fill 100% of the inventory available. So, we made the decision to keep TV ads in the digital live stream and aggregate our digital audience to our TV audience, reaching more users and monetising this extended audience through CPM based selling.”

Read the full story here!


Related Stories

Wells Fargo: personalising customer experience

Fleur Twohig, Executive Vice President for Personalisation & Experimentation across Wells Fargo’s Consumer Data & Engagement Platforms, talks about the strategy behind personalising customer experience at scale

Consolidating the IBM Ecosystem to drive value

Kate Woolley, General Manager of IBM Ecosystem, explains how the tech leader is making it easier for partners and clients to do business with IBM and succeed

PPS: levelling the playing field through technology

Tech leaders Derrick Brown and Don Wolff on modernising the classroom, dismantling systemic racism, and the power of teamwork at Portland Public Schools

City of Edmonton: A Supply Chain Transformation 

We speak to Thiago Braga, Director of Supply Chain Management at the City of Edmonton, Canada who discusses how improved operations are keeping the City healthy amid a range of challenges.

QSC: Supply chain excellence through agility & visibility 

SupplyChain Strategy speaks to Karon Evanoff, Vice President, Global Supply Chain at QSC, to discuss supply chain transformation at the audio manufacturer.

Stripe: increasing the GDP of the internet

Sarita Singh, Regional Head & Managing Director for Stripe in Southeast Asia, talks about how the fast-growing payments platform is driving financial inclusion across Asia and supporting SMEs with end-to-end services putting users first.

U.S. Dept of State: keeping diplomacy connected

Todd Cheng, Director of IT Customer Service at the U.S. Department of State, talks about the ever-evolving relationship between technology and diplomacy

Afni: security as a business enabler

Afni and its CISO Brent Deterding are breaking down the traditional and perceived barriers between security and the boardroom, transparently positioning cyber effectiveness as a critical enabler of improved business outcomes

AstraZeneca: An ethical procurement transformation

Procurement for good forms the discussion as CPOstrategy magazine talks to AstraZeneca’s Chief Procurement Officer John Dickson…

We believe in a personal approach

By working closely with our customers at every step of the way we ensure that we capture the dedication, enthusiasm and passion which has driven change within their organisations and inspire others with motivational real-life stories.