 BRAZIL | ABTA 2012 |
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State-of-the-art technologies were the main feature at ABTA, presented as part of models for other countries to build a digital, multi-screen future, with higher interactivity and competition through IPTV services.
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By SEBASTIÁN TORTEROLA, from São Paulo, Brazil.
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Much was said about Brazil's new pay TV law during the ABTA Tradeshow and Congress 2012. It's something that radically changes the scenario, shaking the foundation of those organizations that got caught off guard; and causing all players to make significant investments to adapt to the new regulation's demands and deadlines. Said deadlines were questioned by most, prompting Ancine to revise them in the near future; keeping in mind that, as its president-director Manoel Rangel said, "those who act fast will be given preference."
Other than this controversial topic, the event gave way to significant business discussions. Within the 215 companies from 10 countries and 115 stands present at the venue (15% larger than 2011), there were several in attendance for the first time; such as British company BBC Worldwide Channels Latin America, which recently premiered its BBC HD network in the country.
"We had been planning it for a long time, and this was the right time to take advantage of Brazil's economic boom," said Adriana Eckstein, the company's head of distribution for Latin America.
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STATE-OF-THE-ART
The event also included an array of companies providing technological solutions, among which the Chinese pavilion stood out, where Elemental Technologies made its debut at ABTA. "We see online video consumption is skyrocketing in Brazil, and we have a unique solution for operators to explore that reality," said Sam Blackman, CEO and co-founder at the company, currently providing support to NBC in the US; Terra, Globo.com and Casablanca Online in Brazil.
The amount of tech companies is directly proportional to how much multi-screen content was discussed at the event. In fact, most of the event's premieres and announcements were based on OTT services (Telecine Play, NOW Clube), social network integration (GVT) and connectivity, as well as Telefónica and Oi's intention to launch IPTV services to take advantage of the new regulatory framework and increase their penetration.
NON LINEAL
Digital services' motto is to provide added value, something very present in Brazil's pay TV industry; and the question remains: How can they be monetized? For the time being, companies are focusing on innovating, keeping up with new generations' demands and promoting the need for content to come "full circle."
"Operators know non-lineal services are a must, and that consumers demand them. They're important since they reduce the churn and increase subscriber loyalty," said Antonio Barreto, CEO at DLA. "The good news is they're already available and can be implemented fairly quickly."
In addition, Thierry Martin, executive director, Latin America at Nagra, said: "There's a very high level of enthusiasm and concern among operators who want to know what's next. But, on the other hand, technologies are still not defined. The OTT concept is still too wide and there are a lot of ways to roll it out. Providers come and present different technologies, and many of them are not complete."
All signs indicate Brazil will continue to be the most dynamic, thriving market in Latin America. On the one hand, its economy doesn't stop growing. On the other hand, the market's experience allows it to face the upcoming challenges; whether they're political, regulatory, technological or strategic.
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Where Everything Grows
