CANNES \u2013 U.S. television broadcasters can take solace in the fact that it\u2019s not just their world that is being upended by digital distribution. The same thing is happening in Latin America.<\/p>\n
\u201cEverybody\u2019s trying to reinvent themselves in one way or another,\u201d says Renato de Paula, CEO of MEC Latin America. \u201cWe are experiencing video on demand, we have OTT all over the region as well. There\u2019s a lot of growth.\u201d<\/p>\n
There are parallels for brands as well, as TV \u201ccontinues to be massively important, particularly when it comes to categories like fast-moving consumer goods,\u201d de Paula<\/a> says in this interview with Beet.TV at the Cannes Lions Festival of Creativity.<\/p>\n As in the States, LATAM channels have been improving the quality of their programming along with their audience targets, with more \u201ccontent-related programs that actually speak with niches,\u201d he adds.<\/p>\n This is due in large part to shifting consumer viewing habits that impact traditional broadcast ratings. \u201cEvery year there is a small decline. It varies by country and network, because of digital and because of everything that\u2019s going on.\u201d<\/p>\n Mexico has had a unique TV marketplace because two dominant players, Televisa and TV Azteca, \u201chave been there forever,\u201d says de Paula. \u201cThey are incredibly strong.\u201d<\/p>\n In the past two years, two new networks\u2014Grupo Radio Centro and Cadena Tres\u2014have added to the competition, as Variety reports<\/a>.<\/p>\n \u201cThey are fighting for space knowing that the market is tough, knowing that clients are looking for accountability, looking for ROI.\u201d<\/p>\n Mexico and Brazil are probably the most advanced TV markets in LATAM, according to de Paula.<\/p>\n Asked for his reflections on the Cannes Lions, he says he’s impressed by \u201cthe brain level of the youngsters nowadays.\u201d He recalls hearing presentations by two CEO\u2019s, one 22 the other 24, and was impressed by their \u201clevel of eloquency.\u201d<\/p>\n What also caught his attention is \u201cthe conversation about women leadership, which is a very important, serious topic that we should all pay very close attention.\u201d<\/p>\n