In difficult times, sharing technology and content is the key

The importance of logistics in terms of the costs involved in each business development and the technological advances that electronics and communications allow are creating new specialization profiles and the possibility for companies with fewer resources to access a series of products and services that technology facilitates today.

Having just entered the 21st century, all business sectors will adapt to new operating standards, common in most of them, competition in each of the sectors, the assessment of commercial margins, new windows of access to information, new purchasing trends by end users, online marketing and traditional logistics costs. These and other aspects converge in a new playing field for companies, where only companies that know how to adapt will be able to be competitive and maintain or even grow, in each of the sectors where they usually operate.

The importance of logistics in terms of the costs involved in each business development and the technological advances that electronics and communications allow are creating new specialization profiles. We are seeing this in very specific cases such as transportation in recent years, with the appearance of what is called technological logistics.

Some traditional logistics operators have adapted their infrastructures and services to technological clients (manufacturers and telecommunications operators) offering a complete catalog of possibilities ranging from traditional transportation from the factory, deliveries and collections at points of sale to after-sales service of equipment, returns to the factory, attention to the sales channel (equipment, promotional materials, SAT...) and typical loyalty channels. All this information, thanks to communications, is accessible online for each of the clients, facilitating the consultation and supervision of each of the tasks entrusted to them from different departments. In this way, logistics operators offer broader, more personalized and more adjusted management in each of the projects.

This adaptation is being noticed in other sectors but specifically in the audiovisual field. This trend would make it easier for companies with fewer resources to access a series of products and services that technology facilitates today.

We have recently experienced the change in broadcast television over the air to a new map of concessions for broadcasting in digital format, which has been called DTT. This new technology has made it possible to reorganize the reception of multiple television channels, where previously only the public, regional, and local channels were received, now a new tenant has come to increase the audiovisual offer, the thematic channels. Now all these signals are fighting for a share, some with more and others with less economic and human resources, in most cases it is the already traditional local TDTL television stations, which have switched from broadcasting in analog during the last two decades, which now enjoy equality in terms of signal quality for the viewer. This fact, added to the agility and knowledge of each of its coverage areas, favors that local television stations continue to be a means of communication to take into account when the viewer wants to access what happened in their town or province, that is, in their closest location radius.

However, the pending issues on local television continue to be advertising revenue and the possibility of accessing a wide catalog of external production that helps to cancel the viewer's zapping and enhance the viewing of the broadcast advertising, in both cases and curiously the problem is similar.

For an advertising agency, dialogue with local television stations is difficult due to the lack of market studies that guarantee coverage and share, added to the impossibility in many cases of certifying the impact of spot broadcasting and the costs of shipping and collecting materials.

Regarding the offer of external content, there are very few providers that really serve this market, since logistics is also complicated and maintaining closed commercial operations means great dedication and high costs, which sometimes do not justify the commercial margins.

Added to this problem, these suppliers share the sector with distribution companies without legal support for the products they market, taking advantage of the inattention of the administration today, which leads to little variety and transparency in the current offer.

But if technology is increasing, how can we use it to solve this problem?

The answer is an online platform accessible from any Internet connection, for the sharing of content (contribution between television stations from different demarcations or territories), the management of purchases of external production through an extensive catalog made up of catalogs of production companies, advertising agencies, administrations and the television stations themselves that will be able to deposit their own production including news coverage, access to a powerful location search engine by format, theme and duration, and the use of unified billing control through a specific module from where each company You will be able to control the purchases and sales made at all times.

All these advantages, all these tools integrated into one, facilitate a balance of costs that will reinforce the daily schedule of televisions that, as we previously said, in terms of signal quality are already on par with their multiplex counterparts. Now, local prime time, and through agile and simple management, will be accompanied by provincial, regional, national and sports coverage with important access to audiovisual archives on this topic and the most varied selection of television formats, cinema, series, animation, documentaries or entertainment. All of this, classified by territory and always legally supported by a standard acquisition license. All of this integrated and accessible at the click of a button.

Welcome to the techno-logistics revolution in audiovisuals, welcome to Errequerre.tv.