Industry analyses and debate the evolution to new models and OTT services on television La primera mesa redonda de las jornadas Broadcast it! Experience ha dejado opiniones claras y contundentes en cuanto a la televisi n lineal y no lineal, los nuevos modelos y servicios OTT y sus implicaciones de negocio para broadcasters, operadores y distribuidores de contenidos.
Bajo el concepto Anycast, anywhere, anydevice ', la primera mesa redonda de las jornadas Broadcast it! Experience, organizadas por IFEMA en colaboraci n con Audiovisual panorama, que hoy han comenzado en el auditorio Norte de Feria de Madrid y que pueden seguirse en streaming, ha contado con un importante panel de expertos de la industria audiovisual, quienes han reflexionado y dado pautas claras de los nuevos modelos y servicios OTT, as como de las tendencias a seguir.
La evoluci n tecnol gica ha reconfigurado el ecosistema de la televisi n, tal y como se conoc a hasta ahora; lo que ha supuesto un cambio de comportamiento de los usuarios y el desarrollo de nuevos modelos de negocio en los que las empresas de telecomunicaciones juegan un papel importante para acercar los contenidos demandados por el consumidor en cualquier momento, lugar y dispositivo, y se sit an cada vez m s cerca de los broadcaster, al tiempo que estos ltimos aspiran a ser operadores.
Andr s Armas, miembro de la Academia de TV y pr ximo director de Uteca, cargo que se har efectivo en diciembre de 2013, tal y como se ha anunciado en el primer d a de jornadas, ha sido el moderador de la mesa redonda, compuesta por Alex Mextre, director de marketing estrat gico de Abertis Telecom; David Lecumberri, de TotalChannel; Nico Mu oz, director de desarrollo corporativo en Havas Media; Miguel Pingarr n, director de desarrollo de negocio de SES en Espa a; Fernando Soto, director de gesti n de clientes en Movistar TV; Gonzalo Guerra, account sales-media en Atos, y Jos Luis V zquez, presidente de la Asociaci n Espa ola de Empresas de TV Interactiva (AEDETI).
Ante un panorama de la industria audiovisual en evoluci n, que no de revoluci n , Armas ha planteado a la mesa que definieran los ejes de este proceso evolutivo y, principalmente qu impacto tendr en los h bitos de los consumidores, en el mercado y en las estrategias de operadores y distribuidores.
El director de marketing estrat gico en Abertis Telecom, Alex Mextre, ha sido el primero en pronunciarse y se alar que el sector goza de buena salud, pese a los mensajes pesimistas que a veces asustan, y as lo percib en IBC 2013 en msterdam. Con esta subida de la autoestima, tambi n es cierto que los radiodifusores tenemos que aprovechar las oportunidades que se nos presentan y prepararnos para el futuro, como facilitadores de tecnolog a y de desarrollo de la TV h brida .
M s contundente se muestra David Lecumberri, de TotalChannel, al subrayar que el panorama de distribuci n ha cambiado radicalmente, ya que era un mercado que estaba en muy pocas manos, en el que se invert a mucho y con amortizaciones caras, y eso ha cambiado gracias a la disponibilidad de un ancho de banda ubicuo que permite que todo el mundo disfrute de calidad audiovisual multicanal y multidispositivo, y ese es el gran motor de este cambio .
En cuanto a la adopci n de este modelo de negocio en televisi n, Lecumberri apunta que lo importante no vendr tanto por la novedad tecnol gica, pese al impulso de la tecnolog a h brida, sino por el contenido a trav s de las redes. En TotalChannel ya estamos ah , y ser cuesti n de uno o dos a os, cuanto toda la televisi n sea a trav s de la red .
El director de desarrollo corporativo en Havas Media, Nico Mu oz, aporta la voz del consumidor a la mesa redonda, y de su cambio de comportamiento en cuanto a la forma de ver y acceder a la televisi n, y nosotros tenemos que analizarlos y realizar la recomendaciones adecuadas a los anunciantes para que lleguen a m s consumidores. Estamos ante un fen meno evolutivo; con una constante adopci n de tecnolog a y uso de dispositivos m viles (con m s de 19 millones de pantallas a disposici n de los consumidores, que en Espa a supone un 39% del mercado). Creo que s es una revoluci n, desde el punto vista early adopters, sobre todo de j venes, y los anunciantes nos estamos adaptando a ellos y estamos saliendo del t nel, con un mercado que se est reactivando .
The power of the early adopters change
Otra perspectiva en el mercado de la distribuci n es la que aporta Miguel Pingarr n, de SES, al se alar que en la TV lineal hay dos tendencias: un escenario IP, donde hemos pasado de la radiofrecuencia al cable coaxial, para conectar todos los dispositivos del hogar, y que el p blico quiere mayor calidad, con pantallas de alta y ultra alta definici n .
Como representante de un operador completo, el director de gesti n de clientes en Movistar TV, Fernado Soto, subraya que llevamos a os hablando de la TV conectada por parte operadores, en un mercado que apuntaba a nuestra desaparici n. Unos siete a os despu s, han sido los clientes los que han puesto las cosas en su sitio, ya que lo que demandan es una una extensi n de la televisi n a otro tipo de pantalla. En la industria nos falta mucho recorrido para ofrecer al usuario un entorno multipantalla OTT .
En este sentido, las empresas de servicios tecnol gicos trabajan en esta evoluci n multipantalla, como explica Gonzalo Guerra, account sales-media en Atos, y son los nuevos h bitos de consumo y su facilidad de uso los que marcan la tecnolog a, la distribuci n .
Jos Luis Vazquez, presidente de AEDETI y CEO de Mirada, a ade otra reflexi n, como el concepto que se ten a hace doce a os del tel fono m vil y lo que supone hoy. Como dec a Negroponte, los ingenieros siempre se quedan cortos en imaginar cu ndo la tecnolog a va a tener impacto y adoptarse masivamente, y eso es lo que ocurrir con la TV conectada
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Industry analyses and debate the evolution to new models and OTT services on television La primera mesa redonda de las jornadas Broadcast it! Experience ha dejado opiniones claras y contundentes en cuanto a la televisi n lineal y no lineal, los nuevos modelos y servicios OTT y sus implicaciones de negocio para broadcasters, operadores y distribuidores de contenidos. 
