The CEO of DMD spoke to ttvnews about how the Cinde ecosystem works, its model for growth and its plans for international expansion.
*By Luis Cabrera, Ana Carreira and Fernando Moreno, from Miami, USA
Through an ecosystem where each platform coexists with the rest and promotes synergies between them, Cindie has been able to become a leading media group in the international market, offering quality content to platforms and services around the world.
“Our ecosystem is working very well”, said Tony Kelly, Founder and CEO of DMD, owners of Cindie, during the current edition of Content Americas. “We have a TVOD service called Cindie Premieres, where films go for a very short period. But actually the price of renting a movie on Cindie Premieres is the price of buying SVOD, so we promote it being available on our Cindie SVOD service”.
“Then our AVOD service, Cindie Español, goes onto a lot of platforms, where we share the first episode of a series and then we encourage viewers to watch more by subscribing to Cindie”.
“And then there’s our FAST channel, Cindie TV, which uses slightly older content but it’s titles we know have worked, and is pushing people to watch with more like that on Cindie. So that’s our ecosystem”, the executive explained.
The next step for further gowth for the company is expanding their presence on pay TV, where they believe they can be a profitable alternative to regular linear TV channels. “We’re trying to encourage more of those players to bundle Cindie as part of their pay TV offers. Because a lot of linear channels on pay TV don’t get viewing and cost money. And we want supply this in SVOD format, which is what people want”, the executive explained.
“It’s attractive and has millions of dollars worth of production value, with new content every month. That’s our game plan”, he added.
And when it comes to expansion and growth, Cindie has set its eyes on the US Hispanic market, where they are working towards expanding their footprint and adding quality content.
“And then in 2025 we want to take Cindie into the US Hispanic market. We’ve been clearing rights for that. We still have to clear a few more, but we’re excited about it. Relationships with a lot of the connected TVs represent a footprint and a global entry point for wherever we want to take the Cindie brand. Our brand works in every language”, he concluded.
