Silvio González Moreno, CEO, Atresmedia, Spain
Transcript:
“It is undeniable that television is under a profound digital transformation. But we have to admit that probably TV is the media that has best adapted to the new situation. And this has always been in the past, and it will always be in the future.
Just a few years ago, when we talked about TV, we were talking about a device placed in the living room of different homes. Nowadays, tv is a 360-degree factory of premium content, that enables the connection between viewers and brands.
We are involved in great business transformation. In the very beginning, as a Free-to-Air TV we were focused on buying content, mixing it properly and selling advertising. Now we operate at multiple levels to maximize the value of that content, producing it for other players, launching SVOD platforms and everything under a coordinated distribution strategy to let us operate in several markets at once.
Digitalization has widened our opportunities. All broadcasters across Europe are pushing the development of Addressable TV and SVOD platforms in every market they operate. We are entering into new markets such as influencers, exporting our attributes of quality and brand safe to all the businesses in which we now operate.
But our main concern is not the challenge to adapt our businesses and organisation to the digital framework, but the legal asymmetry we are facing in our every day job. We demand a fair level playing field. We are far from having it. We are not asking for privilege, but a fair business framework. The later the regulators face that challenge, the worse it will be for the players.
So, the main challenge is not whether to transform, but how do we drive it, that has maintained our values which is brand safe, which is quality, which is premium content. And building together with all our stakeholders an environment friendly to our consumers and to our advertisers in order for them to find a reliable and safe environment in which they do business.”