Personalization will mark the future of audiovisual content

He Audiovisual Cluster of Catalonia brings together experts from Kantar Media, GfK, Barlovento Comunicación, Konodrac, 3cat, La 2, Betevé and

The conference held at the Disseny Hub Barcelona and organized by the Audiovisual Cluster of Catalonia, brought together professionals from Kantar Media, GfK, Barlovento Comunicación, Konodrac, 3cat, La 2, Betevé and XAL.

The director of the Audiovisual Cluster of Catalonia, Eduard Gil, has assured that “the algorithmic revolution not only transforms how the public accesses content, but also how the industry must understand it and relate to it.” Gil has stressed that this scenario "forces agents in the sector to work with more complex data and with a transversal view that includes television, platforms and digital environments." He has also pointed out that, despite the growing prominence of algorithms, they should not limit the quality of the content: "audiences must be entertained and, at the same time, provide them with references that feed the demand for new content."

The presentation of Regina Arenas, head of the 3Cat Citizenship Knowledge Hub, has delved into the behaviors of the Alpha generation, a group that already exceeds 2.1 billion people in the world. Arenas has described an audience that consumes content simultaneously on various channels and devices, combines entertainment and learning and has immediacy as a culture. Furthermore, Alphas need hybrid experiences where presence still plays an essential emotional role, and they integrate technology as a natural part of their daily lives. According to Arenas, in a hypersegmented environment, understanding the motivations of audiences is key to connecting with authenticity and developing content that meets their expectations.

At the round table From zapping to algorithm, con Maties Ramos (3Cat), Laura Folguera (La 2 Catalonia), Georgina Ferri (Betevé) and Miquel Herrada (XAL), a model focused on useful, rigorous and verified content has been defended, remembering that the great competitor is the public's time. Furthermore, it has been insisted that audiences are much more than share: they provide essential information to create relevant and transformative content.

From this people-focused perspective, the conference analyzed how audience measurement systems evolve in an increasingly fragmented ecosystem. Miguel Ángel Fontal, general director of the AIMC (Association for Media Research), has stressed that audiences can no longer be interpreted only from linear television. Fontal has pointed out that the consumer is increasingly complex and moves between multiple channels and devices, and that audience data has become more difficult to collect and analyze. For this reason, technology and collaboration are essential to move forward, and the trend must be data integration.

The round table Trends and developments in audience measurement has gathered Eduard Nafria (Kantar Media), Carles Manteca (Konodrac), Ricardo Vaca Berdayes (Barlovento Communication) and David Sanchez (GfK). The session has highlighted how technology is revolutionizing the way audiovisual consumption is measured and interpreted. Participants discussed the role of algorithms and artificial intelligence, audience measurement in real time and the need to integrate data from multiple channels.

This event is part of the Audiovisual Talent Week, which celebrates its eleventh edition from November 24 to 28 at the Disseny Hub Barcelona. Once again, the event consolidates its role as a meeting point between the industry and emerging talent, with diverse activities such as conversations with creators, specialized sessions and the University-Industry Audiovisual Pitching, which this year brings together 38 university projects selected from almost a hundred proposals.