Colombia. For two weeks, 20 officials from Colombian entities related to the migration process from analogue television to digital DTT technology visited the facilities of their European counterparts where they received practical and theoretical training on the future of television.
The training days began with a week of training at the Catalan Corporation of Audiovisual Media, CCMA, based in the regional channel of Catalonia, TV3, in Barcelona, Spain, and later two days of training were held at the Persidera facilities in Rome, Italy and different locations in Madrid, Spain. In them, the attendees analyzed the challenges posed by the path to digital transformation in the different areas that concern content creators, operators and regulators of the television service.
At the CCMA, the professionals in charge of the digital strategy in the TV3 channel presented the main challenges faced by this media and its response to have an adequate and quality presence in the new multiplatform ecosystem. Thus, attendees learned the relevance of meaningful conversations over the accumulation of followers and the importance of managing exclusive content for each platform.
Next, the talks on hybrid television -Hbbtv-, as well as the exhibitions on video on demand services -VOD- and other multiplatform services provided by TV3, generated great interest among the attendees, particularly among the engineers who were part of the group of 20 officials attending the trainings, given that the HbbTV is emerging as the future of non-linear television and the development of these multiplaforma services promises to be the next step in the developments and advances that the digital ecosystem brings us in Colombia.
In the same way, they participated in discussions on transmedia and branded content, the new audiovisual distribution windows and the channel's transmedia projects, exhibitions that showed the need for television service operators to migrate to other media different from their own channels and to offer audiences new narrative models much more complex and attractive, as well as the growing interest of advertisers to integrate their messages with the content to achieve a "more natural" advertising communication; Additionally, attendees learned about innovative tools for audience analysis in all social networks and were able to show practical examples of tv3's use of these metrics.
Finally, closing the Barcelona chapter, they received practical training from the recommendation engine created by TV3 for the management of Big Data, that is, the platform that manages the immense amount of data on content consumption and services in digital content, while performing the analysis of audiences in real time, the detection of user profiles and their consumption patterns.
During the visit to Rome, the strategic ally was Persidera, the Italian company that manages the DTT network in the Italian peninsula; There, the attendees of the course were able to inquire about the transition process carried out in 2008, to know the current regulation for this type of services in Europe, to know how they are preparing for the imperative migration to the DBV T2 format and for the delivery of the frequency of 700Hs to cell phone services.
At the end of the course, they visited the offices of the National Commission of Markets and Competition of Spain – CNMC –, regulatory entity of the television service in Spain, among other services; the headquarters of the local channel Telemadrid, in which they presented their programming strategies highlighting the production of local and proximity content to keep the audience loyal; the studios of the Spanish Radio Television – RTVE – where they also shared the most recent commercial experiences with their public content that are now on OTT platforms such as Netflix; and the headquarters of the Carlos III University of Madrid in Leganés, which houses the offices of the Spanish Center for Subtitling and Audio Description -CESyA- where they develop technologies that allow the accessibility of the deaf and blind population to the television service.
In these talks, an introduction was made to the audiovisual scenario in Spain, the transition to DTT in the Iberian Peninsula according to the General State Administration, the CNMC as a convergent regulator and a complete presentation on 4K and other new technologies that will eventually be applicable in our country.
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