Cross TV

VOD struggles to enter Latin America

Within the framework of NexTV Latin America Summit 2009, DLA Director, David Guerra, stated that VOD is in its early stages in Latin America and that VOD, VOD; NVOD and PPV Push are products that generate loyalty because consumers are given what they want to see. During the "VOD strategies" panel, a company that represents Diba AG in Latin America: C+D made its debut.

"C+D is a company aimed at representing, commercializing and distributing VOD independent contents in three screens", Director Charley Rappaport explained. The company, which relies on a 3000 movies, series and documentals gallery available in SD and HD, operates in Latin America (except from Brazil). "We manage the whole income distribution network. We can carry out joint marketing actions for such launchings", Rappaport assured.

On the other hand, DLA, the specialist in VOD implementation, relies on 15 thousand available content hours. "Additionally, we offer independent producers' contents and on January 1st, an extreme sports channel will be launched", Guerra announced. The company renders services to 20 companies in Latin America. "The 95% of digital platforms in the region contain at least one of our products", Guerra assured.

DLA's executive explained that a VOD implementation requires the specification of content delivery, the analysis of how such contents would be adjusted in the interactive guide so that content access is friendly enough for users. Likewise, the promotion of the product plays a key role, since, in the region, VOD is a "new animal. It is very important that the operator is well aware of the product to be delivered", Guerra concluded. "We want to offer what we believe the market is looking for; the technology is available, the culture is being developed but there are no contents and that is what we have", Rappaport stated.