Colombia. 20 channels on the air in Latin America and 20 years since its arrival in the region, have allowed the Turner company to have a deep knowledge of the regional market, which they have strengthened during the last years generating convergence with the viewer.
Vanesa Miranda, from Turner Broadcasting System, explained during the Bogotá Audiovisual Market, BAM, that the strategy is based on knowing the target audience of each channel and generating additional options that allow to gain more audience.
In the specific case of the film channel TNT, which broadcasts the Oscars, for two years they have allowed the viewer to choose the presenters they want to see. "Choose your Host", as the special was called, provides eight live presentation options through digital platforms, with renowned characters from different Latin American countries. In addition, it allows you to interact with them through social networks.
"In the case of the children's channel Cartoon, which is aimed at children, we have identified that 50% of viewers are over 18 years old and that to maintain the child audience we must meet the expectations of parents. Therefore, in Mexico and Colombia we have the Cartoon Race, a race in which parents must participate with their children and that has had a very large growth in the number of participants each year, "he said.
In addition, as part of that convergence with the viewer, Turner has other strategies, such as TV Everywhere, through which it provides access to the audience from other platforms and with adional content such as trailers, games about the programs, applications, contests, viral videos that attract on digital platforms.
Vanesa Miranda added that "all these services and developments Turner makes them outsourced taking advantage of the creativity of new talents. The convergence is aimed at gaining audience and with a larger audience more interest in Pay TV is motivated to have our channels and larger advertisers, generating an increase in revenue. Today we do not see social networks as profitable, they are evolution of the market, an extension of the product".
