Mexico. As a strategy to generate new commercial options and to maximize the dissemination of its contents, the Mexican television network Televisa is betting heavily on new digital transmission platforms.
This has been explained by the directors of the network, who stressed that this is a strategic vision of seeing the television business taking advantage of new technological developments in an intensive way. This is how they prepare for the future of the industry that will have the internet as the protagonist.
This new approach has been developing at Televisa for a year, through the vice presidency of Digital & New Media, which today is in charge of Manuel Gilardi.
One of the new approaches of televisa is to have its contents available for all types of platforms and thus also generate a new dynamic in the relationship with the advertising pattern, integrating advertisers to the new platforms.
In particular, within digital platforms, one of the items that generates the most interest in the Mexican chain is consumption from mobile devices, of which there is a greater growth than the industry expected to occur by 2012. That is why they have a website designed specifically to access from these devices.
This trend is also marked by a greater penetration of mobile devices such as smartphones and tablets, as well as by the increase in internet connection; both factors facilitate consumption from the new digital platforms.
