The local and the use of the data, key to Spanish platforms

Emilio Sánchez Zaballos (Atresplayer), Alberto Fernández (RTVE PlayZ), Javier Pascual (Disney+), Purification González (Movistar Plus+) and Cristina Villà (3Cat) participated in a debate organized by the Television Academy and moderated by Olga Viza in Barcelona in which the impact of new consumption habits and the transformations of the audiovisual sector were reflected.

During the meeting the challenges faced by platforms to connect with new audiences, the rise of consumption on demand and the convergence between traditional television and the digital environment were addressed. Key issues such as public loyalty, content customization and strategies to attract younger generations, highlighting the relevance of authenticity and cultural diversity were also discussed.

Olga visa He opened the debate pointing out the goal of the meeting: "It is an opportunity to reflect, to learn and to analyze the role of platforms in this audiovisual world." Emilio Sánchez Zaballos, on the other hand, he stressed that the main challenge of Atresplayer is to balance the growth of open content with the subscription model: "We are born as an extension of the linear channels and we are in that balance between growing in free and payment content." He also stressed the importance of notoriety and scope: "The common objective is for our contents to reach the user." On the use of the data, he warned: "The challenge is how to interpret them, convert them and not end up being a slave." He also mentioned the difficulty of monetizing in an ecosystem in constant tension with third parties: "It is a love and hate market."

From the field of public service, Alberto Fernández He stressed that the great challenge of RTVE Playz is to attract the young public and combat generational fragmentation: "Our work is to offer a quality public radiotelevision for all citizens, adapted to all consumption." He stressed that beyond the visualizations, "the key data is the user's permanence time, because there is the real engagement." From Disney +'s perspective, Javier Pascual He explained the double challenge of the platform in Spain: to increase the production of local content and make it relevant to an adult audience within the framework of a global brand. "Our challenge was to make adult content and that the Disney brand understood that there would also be production in Spain," he said, highlighting that, although the data is of great relevance, "content is more important, and knowing how to analyze what has worked and what not."

González purification He emphasized the bet of Movistar Plus+ for the original and quality content, with an own narrative and rooted in the local: "That uniqueness that makes us unique, if we do not tell us, it will not be told the same." He affirmed that the main challenge is to expand the accessibility of the content: "We want it to be available for the entire market," and pointed to the need to adapt the narratives to "increasingly changing consumption habits."

At last Cristina Villà He presented the vision of 3CAT as an integrative platform of the Catalan audiovisual ecosystem: "Our great goal is to be the great gateway to the audiovisual entertainment of Catalonia, including both own and third -party content." He also warned about the risks of cultural standardization: "We must fight homogenization and guarantee the uniqueness of what is told from here." On the new consumption habits, he pointed out that the key is no longer only "wherever you want and when you want", but "whatever you want", in a context marked by hyperfragmentation and multitasking. He concluded by underlining the need to cure content in front of biased algorithms: "We must editorialize with a broad look on reality."

The day concluded with an idea shared by all speakers: the constant adaptation, the valuation of the local and the critical use of the data They are essential to face the future of the audiovisual sector.