The executive spoke with ttvnews at Content Americas about the range of brands and platforms that Paramount manages in the region, and how they make it a unique ally for Latam players.

*By Luis Cabrera, Ana Carreira and Fernando Moreno, from Miami, USA

In an industry used to change, where trends in business models and content are constantly changing, Paramount stands out from the crowd by presenting a varied offer of brands and platforms for its Latam partners.

“At the end of the day, it is still an advantage to have a Paramount platform with all platforms included,” Eduardo Lebrija, EVP, Commercial Director and Regional Leader, Latam, at Paramount, began in a conversation with ttvnews. “Because we can offer broadcast TV in a couple of markets, closed TV throughout Latam. We have Pluto TV, which in Latam continues to be the leader and many people are already interested in FAST. We also have Paramount+ as an SVOD, and live events, which are still major for Paramount,” he explained.

In this way, clients and partners “see a strength in Paramount of being able to offer content to different audiences and on different platforms, to test different models and content,” said the executive. “This diversity helps a lot. There is a complexity in the industry that cannot be denied and in the face of this complexity of seeing where the audiences are, what is the best content, we sit down and open a range of brands and possibilities.”

“That makes us unique. Few companies have the diversity that we can offer,” he summarized.

Within this range, one of the strongest legs of Paramount’s offer is undoubtedly broadcast TV, with two channels such as Chilevision in Chile and Telefe in Argentina that are absolute leaders in their markets.

“In the Southern Cone, we are leaders in broadcast TV, competing very hard in Chile with Chilevision and of course Telefe in Argentina,” said the executive. “The commercial strategy is the same team and I think they have done wonders,” he said. “At the end of the day, being leaders in Argentina, there is also very strong commercial competition. One thing is to maintain leadership on the screen as Telefe does and another thing is commercial leadership. And I think they have gone hand in hand.”

Another very strong leg is also the FAST area, where Pluto TV was not only a pioneer in the region, but has also managed to maintain a leadership position in the market. “We decided some time ago to launch FAST, Pluto TV, which through alliances was able to reach the numbers we have reached much faster, with players like TV Azteca in Mexico, with UWOL in Brazil, or Canela TV for the rest of Latam.”

“It is important to clarify that Pluto TV was the first FAST service to enter Latam. And it has been difficult to evangelize. These alliances have given us the opportunity to strengthen revenues and ensure stable growth in advertising,” he explained.

Finally, the executive also highlighted the relevance of Paramount+. “We also have Paramount+, which has been important not only in terms of the number of subscribers, but also in offering in the region the very important content that the platform continues to create,” he concluded.

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