The empire of contents

Today more than ever producers around the world have understood what content glocalization is and, therefore, they are expanding into international markets. Since competition is not internal, as it is among local channels, they must choose an ambitious distributor with clear objectives of expansion and growth to enter the global market.

The time to redefine both contents and the producer-distributor relationship has come, as many channels over the world will be left valueless and will have to be delivered free of charge. New players with innovative formulas will emerge, and it is easy to appreciate today how contents increasingly turn into an added value and even an exclusive element in this new media. Today, most of the conventional TV channels in countries such as Spain, France, Portugal and Italy are uploading themselves on the net, like YouTube or You thand Gold. This is clear evidence of the fierce competition and war for audiences that will take place. However, how do you capture the audience? With great content. So let's talk about contents.

The return of the US series to the world programming schedules is redefining the likes, as much as telenovelas are influencing many markets around the world that used to be impossible to reach.

Series and telenovela formats airing on the prime time of important channels with impressive peaks of share and ratings, are not only satisfying local audiences but also facilitating the local production quota some countries impose on channels. Moreover, these products are good to compete in the international market.

Europe, with its entire sophisticated infrastructure, will have to compete against US strategies. The intention of several US companies of creating long-term on-line entertainment for the audiences of the 10 most important foreign languages in the US would represent a further step towards the shift in current production and distribution schemes.

These new players aim at global scale extension, since it is logical these audiences should be the same as in other parts of the world. The offers of content to the different cultures around the world at any time, free of charge or under payment, represent precisely content redefinition itself. In this redefinition, users play a leading role as they will increasingly migrate and choose only those contents that can seduce them and contribute to their own transformation. The reevaluation of important values like honesty, sensibility, love and family will be decisive among the countless offers in the race to capture the audiences.