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“We went through an atypical year, where the challenges were mutating. Our action plan for 2020 abruptly changed at the beginning of March. The main task was to mitigate the immediate effects of the problems related to COVID and the underfunding of our companies ”.
The speaker is Claudio Ipolitti, director of Institutional Relations of Telefé and president of the Asociación de Teleradiodifusoras Argentinas (ATA), the chamber that groups open signals from all over the country.
“The drop was tremendous, both in volume of content production and with volumes of ads. And the second half of the year made it appear one of the most difficult periods for the industry in recent decades ”, he said, in an analysis of a 2020 ineffable from every point of view.
However, he clarified, “with today’s newspaper we can make a relatively positive balance. Through the chamber, it was possible for all its affiliates to have access to the compensation and collaboration systems that the State implemented at different levels ”.
“We also imposed ourselves from the Chamber to collaborate with this powerful message that we had, which was“ Stay at home. Take care”. We participated in many campaigns with other chambers and we achieved a level of ties that privileged solidarity in delicate moments. We have taken a very step forward. In the interior channels that was also strongly seen ”, he acknowledged.
For Ipolitti, “as the year progressed and the most essential issues related to the activity were unlocking, we have achieved a level of dynamism that allows us to surf the year with a reasonable possibility of sustainability. Obviously, nothing is right because we come from a very complex year. But we have a challenge ahead that will be framed in caring for our people; Through agreement with the unions, to take care of the quality of life. We have had a great demand for content with local information. The audience needed to be informed, and in the same way the drop in sales has been extremely high ”.
When weighing up this last section, he said that “we are working on reconstruction and action plans to incorporate this new reality, where perhaps remote work, protocols and links with brands will have a more formatted” business partners’ and not direct sales as before. Today we realize, as never before, that we are interdependent between advertisers, agencies and the media ”.
“This year, specifically,” he acknowledged, “the composition of the Chamber gives great importance to the interior of the country, with the participation of Canal 9 de Mendoza in the first vice presidency. That strongly favors the interpretation of the problems of television in the interior, which, I understand, will require an action plan for 2021.
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“If one takes the pandemic as a global phenomenon, we were invaded by information that had an impact on our territory. That grew news programs, which were long the leaders. In the case of the interior, that closeness was felt. Mass media for local contacts ”, he reflected.
“Think global and act local. I think that is the trend that prevails; above all, in what has to do with this acceleration of convergence towards digital platforms. It would give the feeling that we are all going to be cross-sectionally crossed by platforms in which entertainment and content will occupy a large part of our time. But television, radio, the public thoroughfare will continue to have their segment and, perhaps, they will deepen their leadership in those places where modern media will not be able to reach ”.
In the immediate future, the head of ATA understands that the challenge is “for this information or big data strategy to feed into the content classifiers of traditional media such as open channels or radios. Precisely, today when you evaluate a person for a job, you must measure their capacity for ‘adaptability’ “
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