The director of Business Development at Vivaro Media spoke with ttvnews at Natpe Global about how Vivaro is the ideal partner to help video platforms produce and deliver live content, something that is in greater demand than ever in the streaming industry.
*By Luis Cabrera, from Miami
“Live video is now easier.” With this motto, Vivaro Media presents itself as an indispensable partner in this new era of entertainment, in which video platforms are increasingly betting on the transmission of live events as part of their content offerings.
“Each market is different and each platform is developing its technology and making its monetization. But live is king,” began Andrés Nieto Serpa, director of Business Development at Vivaro Media, in a conversation with ttvnews. “A match is meant to be watched live,” the executive summarized.
“We have to go out and look for those business opportunities with those platforms that have realized that live broadcasts are important, that sports are consumed live and perhaps they will even start betting on other broadcasts such as news,” he added.
Thus, in 2025, the group intends to find new alliances to continue expanding its presence and helping different market players to boost live broadcasts.
“It is a very challenging 2025, where we need to grow, like everyone else, look for many alliances and try to deliver content in the best way,” explained the executive. “Vivaro is a company that is dedicated to signal transport, but also dedicated to production for about six years. That is what is done today in Mexico with HBO Max, with the Premier League and the Champions League.”
“There is a huge diversification in rights acquisitions. The platforms are buying many rights but sometimes they are not ready to produce, and they need a reliable company with the capacity to bring the content, produce it and deliver it so that they can distribute it on their platform and to their clients. The platforms are used to doing SVOD, but not to doing live broadcasts. And doing a sports live broadcast is a different world,” he emphasized.
This is where Vivaro presents itself as an ideal partner, with years of experience in the field.
“We can bring that expertise of many years to the new video platforms,” said the executive. “The platform acquires a right. But how does it bring it? We bring it. We can provide the back-end and the experience.”
“A success story, for example, in Mexico this weekend we started with the distribution of the Invictus Games, games that are held in Canada. We have the worldwide distribution of them. We have another case in China to distribute events produced there for the world. And Vivaro has also brought soccer world championships, swimming competitions… Any type of live event that needs to bring a signal, that is what we do. And we integrate it with studios. Because before the channel itself produced it but today the platforms sometimes do not have the means to produce it.”
Looking to the future, the executive explained that they are trying to extend their presence in the international market. “Today we are looking for much more penetration in the world, in markets such as the Middle East, Europe, Canada,” he concluded.
