Latin America. The issue of improving the audio of digital transmissions should be just as important to broadcasters as the video itself. In countries like Mexico, even, this will be officially regulated by the telecommunications regulatory body, said Larry Deeds, senior director of Sales for the Americas at The Telos Alliance.
"One of the main challenges in Mexico is to monitor and improve loudness and Mexico does not yet have a standard for it. The Federal Telecommunications Institute is working in that direction and we hope to see something soon. This is a critical point for any broadcaster in the market. Our experience has been that even in markets where there is regulation or legal reasons to do so, adjusting the audio must be consistent from program to program, or program to commercial, and then do it again and again to keep the end user happy. Because if there are mismatches between programming and commercials, they will not be happy, whether in broadcast or over-the-top (OTT), or the content is delivered on phones or tablets, it is the same, customers must be kept happy, "he said during Expo Cine, Video and TV 2017.
The executive assured that this issue is of utmost importance in the countries of Latin America. "Certainly, I don't notice that it changes from country to country that people want to listen to their programs well and have good audio, whether it's an emerging economy like Mexico or Central or South America, they will all always be big problems. In Mexico, Argentina, Brazil, this really matters," he said during the exhibition held in Mexico City.
On the company's performance in the region, Deeds considered that with the opening of both television and radio signals, the industry has become dynamic: "Good for the radio landscape in Mexico the movement in this is very consistent. We sell more, the TV solutions, the division dedicated to all that is trying to bring more solutions to the market next September, that is our challenge. We want to make a thriving business for many years, and bring our best-known products to the U.S. market here. So the challenge is to bring our premium products to other countries where we are not strong like in the United States. We are successful, but we want to be more successful."
