Post by account_disabled on Jan 9, 2024 4:09:41 GMT
A few days ago, Antena 3 launched "The Open Tele" , a campaign with which it reinforces its television model and its daily commitment to viewers. "The fundamental objective is to highlight the programming and content model that Antena 3 has been doing for more than 30 years ," Francisco Vaquero, marketing director at Atresmedia , tells us in a video interview. Antena 3 is the television network with which the most viewers connect every day (14.7M on average in October) and "Open TV" seeks to value "that connection that we make daily with the viewer who mostly chooses Antena 3 every day to inform and to be entertained. «We want to remind people that at Antena 3 what we seek is to connect them with the world in which they live and with the people around them. We believe that today more than ever, television not only has to broadcast free-to-air, but it has to be television open to society . Televisions that close themselves in on themselves and in meta-realities offer an experience that does not take full advantage of the world in which we live, an exciting, frenetic, accelerated world, with many negative news but also many opportunities, and we think that this world It must be told and it must be enjoyed. That's 'Open TV'. The entire strategic analysis and positioning part has been carried out internally by the group's marketing management, Vaquero tells us.
For the campaign, they have had the collaboration of the agency Publicis and the production company Only925 . It has been a "terrific" job that has been developed in record time in a time full of Email Data challenges arising from the pandemic. If you do not display the embedded video correctly, click here . At this time Atresmedia does not work with a specific agency. «I think that the models of collaboration with an agency on a recurring basis and with a fee are already obsolete. As open television that we are, we will be open to collaborating with any creative partner that helps us value our television model and tell the stories we want to tell Spanish society. The spot is directed by filmmaker Gracia Querejeta . "The producer proposed it to us and having her, a director who knows how to work very well with stories, the human part and directing actors, has been a luxury," says Francisco Vaquero. When we asked him about the channel's focus during these months marked by the pandemic, the marketing director remembers that at Antena 3 they are "obsessed" with building two strategic pillars: news programs with the Antena 3 Noticias brand and entertainment . And that work in which they have been investing for many years has been reflected during confinement, "when people have needed television the most."
Television was born with two universal functions: to serve as a window of connection with the world and as a social glue with the environment . Unfortunately, these two functions have become more necessary than ever at a global level and Antena 3 has been the channel that has best known how to respond, because the viewer in our country has demanded a lot of information and television in general - and Antena 3 in particular - is "has been revalidated as the best way to connect every day with what is happening in the world ." At the same time, at some times of the day people needed escape. “The entertainment was there,” Vaquero recalls about content such as contests or series. «In our model we put the content itself above the windows and distribution channels» "At Atresmedia we see our business as a large content factory and in our model we put the content itself above the windows and distribution channels ," explains Vaquero when we ask him about the era of digitalization in which television is immersed. «This has us prepared for new ways of consuming audiovisual content. We think more about those products with a life cycle that can be very different depending on the target », he adds. Its online platform Atresplayer Premium has more than 300,000 subscribers . "We are a platform that was born obsessed with the relevance of the local," says Vaquero, mentioning content such as the phenomenon "Veneno", which in its run on open television -Antena 3- has managed to be the most watched series of the season.
For the campaign, they have had the collaboration of the agency Publicis and the production company Only925 . It has been a "terrific" job that has been developed in record time in a time full of Email Data challenges arising from the pandemic. If you do not display the embedded video correctly, click here . At this time Atresmedia does not work with a specific agency. «I think that the models of collaboration with an agency on a recurring basis and with a fee are already obsolete. As open television that we are, we will be open to collaborating with any creative partner that helps us value our television model and tell the stories we want to tell Spanish society. The spot is directed by filmmaker Gracia Querejeta . "The producer proposed it to us and having her, a director who knows how to work very well with stories, the human part and directing actors, has been a luxury," says Francisco Vaquero. When we asked him about the channel's focus during these months marked by the pandemic, the marketing director remembers that at Antena 3 they are "obsessed" with building two strategic pillars: news programs with the Antena 3 Noticias brand and entertainment . And that work in which they have been investing for many years has been reflected during confinement, "when people have needed television the most."
Television was born with two universal functions: to serve as a window of connection with the world and as a social glue with the environment . Unfortunately, these two functions have become more necessary than ever at a global level and Antena 3 has been the channel that has best known how to respond, because the viewer in our country has demanded a lot of information and television in general - and Antena 3 in particular - is "has been revalidated as the best way to connect every day with what is happening in the world ." At the same time, at some times of the day people needed escape. “The entertainment was there,” Vaquero recalls about content such as contests or series. «In our model we put the content itself above the windows and distribution channels» "At Atresmedia we see our business as a large content factory and in our model we put the content itself above the windows and distribution channels ," explains Vaquero when we ask him about the era of digitalization in which television is immersed. «This has us prepared for new ways of consuming audiovisual content. We think more about those products with a life cycle that can be very different depending on the target », he adds. Its online platform Atresplayer Premium has more than 300,000 subscribers . "We are a platform that was born obsessed with the relevance of the local," says Vaquero, mentioning content such as the phenomenon "Veneno", which in its run on open television -Antena 3- has managed to be the most watched series of the season.