Television is transformed, it adapts to new media, it makes contact with new audiences. Along these lines, and with a view to the analogue blackout on December 31, America TV seeks to take a key step in its process of diversification and expansion of content, responding to the current demands of the audience.
“América is the only one of the five open-signal television stations that does not have a name, but rather a symbol. That’s why we will always be close to people. This closeness has been the result of years of effort, dedication and innovation“, highlights Maki Miró Quesada, president of the channel’s board of directors, in relation to the signal’s new big bet: the ecosystem called América Multimedia.
What does it consist of? This is a digital transformation process that seeks to develop key supports to ensure the sustainability of the Peruvian channel over time. This project covers four pillars: the open signal channel, América Estudios, América Digital and Kapow.
“América TV is the undisputed leader in audience. The difference with the second and third place is abysmal, something that had not been seen in all of Latin America. Every time people look for information, they choose América TV. This strength as a means of mass communication allows us something very valuable: turning our characters into icons that reach homes. That is the power of television“, explained the general manager of América TV, Fernando Muñiz, during the official presentation of América Multimedia, and in which journalist Andrés Oppenheimer was also present, speaking on the most relevant topics of international politics.
Maki Miró Quesada, president of the channel’s board of directors, together with Andrés Oppenheimer. (Photo: América TV)
A ConcorTV study published in 2023 revealed that 96% of Peruvians watch television, compared to 85% who surf the Internet. On average, each Peruvian spends three hours a day in front of television, and 52% say they watch it every day.
“Although its reach and impact have been reduced in the last decade, television remains the main means of communication in Peru and in many countries around the world. It is the most consumed medium by far”explains Jacques Aragonés, Marketing Manager of América TV.
The center of action
At América Estudios, thanks to its infrastructure and installed capacity, production and content creation projects are developed both for third parties and for the channel itself. “That’s where all the magic happens. We produce some of the best content in Latin America, and that is why we will turn América Estudios into an international production hub. One of the programs that we will promote at this level will be ‘MasterChef‘”, highlights Muñiz.
This strategic restructuring strengthens América TV’s position in the multimedia entertainment sector and includes Kapow, the production company responsible for co-productions, series and films. Her projects include “Envidiosa”, for Netflix, and “Felices los 6”, for HBO Max.
Bet on the future
For its part, América Digital is structured around various platforms and services designed to maximize the company’s reach and strengthen its connection with the audience. Among the main new features are América Internacional, Boom and TVGO. The latter will have live broadcasts of highly relevant sporting events, such as the 2026 World Cup.
“América TVGO will be a completely renewed platform starting next year. Although it already reflects our DNA, now we are going to adapt it to different audiences. Users will find a more pleasant ecosystem, with exclusive content and previews of programs that will later be seen on open television”explains Muñiz. “There are also fast channels, the new way to watch open television through streaming on platforms like Pluto and Roku. We have already launched the ‘Al Fondo Hay Sitio’ channel, and on October 15 we launched América Internacional, which is our DNA with the best of our content internationally.”, he adds.
With América Internacional, the general manager of América TV highlights that the channel enters the big leagues, joining the select group of only seven channels with an international presence, along with giants such as Telemundo, TV Globo, TV Azteca, Caracol, Internacional and Las Stars.
“Today, we see how young people watch television while using their phones or tablets, and to respond to this trend, we are also going to create ‘second screen’ and ‘crossover’ content. In addition, starting next year we will launch the Boom application, aimed at generation Z”says Muñiz. This will have content such as bare-knuckle boxing, 3×3 soccer, Dota 2, surfing, slap and skateboarding.
General manager of América TV, Fernando Múñiz.
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The analogue blackout
On December 31, the government will carry out the so-called analog blackout. The analog signal transmitters located in Morro Solar will be turned off, an old and inefficient technology, which will be definitively replaced by digital terrestrial television (DTT), a superior option.
“It is a much more reliable signal, of better quality, in HD if you will. It arrives more easily than the old analog signal, with better image and sound, a greater quantity of signals offered, better video and transmission quality, and the use of the country’s radio frequency spectrum is much more efficient”said Jacques Aragonés on the subject.
“The benefits are enormous, but we don’t want to force you to disconnect the cable or change your favorite way of watching TV. What we want to say is, ‘Make sure you’re capturing your shows in a way that’s guaranteed after December 31.’”, he emphasizes.
Jacques Aragonés, Marketing Manager of América TV.
