Televisa Chief Discusses 'Brave New World' at IAA -
Emilio Azcárraga, CEO of Grupo Televisa, discussed multiplatform content and the use of social media, among other topics, at the IAA (International Advertising Association) World Congress in Moscow.
"Multiscreen is a brave new world," Azcárraga said in an interview posted on the IAA site. "Good quality content is the end game, it's where we need to focus, for television and for multiple screens." He continued: "We need to work with consumers to understand what they want and deliver that content to them.
Azcárraga, asked about social media, noted: "It has a lot of impact. Not only on voting for reality shows. We put a lot of attention on what people are chatting or tweeting or messaging about the programs that we do. It makes a lot of sense to understand that audience and what they want. It's a new world and social media is here to stay.
In his IAA keynote, meanwhile, Azcárraga discussed the challenges and opportunities faced by the media business today. He noted that the TV set is still the best medium for professional produced content. "The world is rectangular," he said. He went on to note that producing top-quality content is still essential, and that media companies and advertisers need to deliver targeted messages to audiences. He also issued a call to action focusing on: creating relevant advertainment, serving consumers across borders, and strengthening 360-degree, multiplatform strategies.
Later, speaking to Bloomberg, Azcárraga said that Televisa is looking to acquire program production or distribution companies. “We are definitely looking for opportunities because the financial situation of Televisa today is very good. Any opportunity in the business of the production of content or the distribution of content we would look at.”