Colombia. The transformation process facing the television industry imposes challenges that become more significant when talking about public and educational television, said José Ignacio Yorio, who for several years was linked to Disney Channel and today is responsible for acquisitions of the Encuentro, Pakapaka and DeporTV Channels.
During his participation in the Bogotá Audiovisual Market, he said that public and educational channels must leave the logic of traditional TV, "they are other times, another language, a new dynamic that is still to be explored. The hypodermic model is extinct and audiences are becoming more active and looking to interact."
José Ignacio Yorio stressed that channels should allocate resources to social networks and should not underestimate the feedback they can deliver. In addition, maintain a clear brand identity in all dissemination channels.
He also commented that it is necessary to be attentive to the rating, and bring to public television some tools of commercial television, such as the strategic design of programming grids and critically interpret the audience.
Finally, he stressed that "cultural and educational television must be removed from the academy, from boring productions, without color and without humor. You should think of screens with beautiful, attractive and inspiring content. That the aesthetic is always a variable of weight in any decision of realization or acquisition".
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