Pablo Romero shows the new paradigm of the television sector having as axis the user Pablo Romero, director de Contenidos de Yomvi, reflexiona en Broadcast IT Experience sobre el presente y futuro del sector televisivo. Un nuevo entorno donde convive la televisi n lineal y un modelo de negocio m s espec fico, centrado en los gustos del usuario, en la proliferaci n de los dispositivos m viles.
La plataforma de v deo online de Prisa, Yomvi, es un ejemplo de la transformaci n que est sufriendo el sector televisivo, donde el usuario es el centro del negocio, es el que decide que es lo que quiere ver y cuando lo quiere ver. As lo ha explicado Pablo Romero, director de contenidos de la cadena, en su intervenci n durante las jornadas Broadcast IT Experiencie. Hemos pasado de gestionar la televisi n a gestionar los gustos del usuario. De la televisi n por citas, en la que los directores marcaban cuando hab a que ver las cosas a la televisi n continua, de la televisi n por zapping al binge (atrac n) .
Este cambio de modelo econ mico que permite aprovechar las posibilidades que da la cercan a de la televisi n por Internet y los beneficios que ofrece a los usuarios es lo que dio pie a la creaci n de Yomvi. Es un cambio de modelo que ofrece un efecto multiplicador, que esperamos multiplique los consumos de los clientes de Canal+ . A finales de septiembre esta plataforma contaba con 436.000 usuarios nicos, m s de 500.000 dispositivos en acci n y 8 millones licencias servidas en televisi n. Para Romero su xito radica en que ofrecemos al usuario las herramientas para que consuman su propia programaci n y lo hacemos a trav s de diferentes dispositivos .
Seg n ha explicado el director de Contenidos de Yomvi, la penetraci n de los smartphones en los hogares ha crecido de forma exponencial y tambi n lo ha hecho su uso para ver televisi n.
El estudio de The Cocktail Analysis, Televidentes 2.0 revela que el equipamiento en el hogar se ha mantenido en los mismos ndices del pasado a o, sin embargo, destaca con fuerza el crecimiento de tablet y, sobre todo, de smarphones que ya est n en el 85% de los hogares.
Para Romero hay dos causas fundamentales para que se haya producido esta disrupci n. En primer lugar, el tama o de las pantallas que se han alargado siendo m s admisibles las visualizaciones televisivas, en segundo por las tarifas planas que permiten un consumo sin preocupaciones , y el tercero, por la irrupci n de la mensajer a instant nea que ha llevado a que sean los colegas los que prescriban los contenidos en estos nuevos dispositivos. El modelo de transmisi n de contenidos va a tener m s que ver con este circuito que con el tradicional. El sistema de distribuci n de contenidos ha cambiado, el prescriptor de contenidos ya no ser el editor sino el usuario .
Esta visualizaci n multiplataforma tambi n ha transformado el patr n de consumo ya que el uso de descargas es diferente. El tama o de pantalla tiene una relacion directa con la duraci n de los programas. En una televisi n es de unos 60 minutos, mientras que en cine es de una hora y media o dos horas, en el PC de 38 minutos, la tablet de 28 y en el smarphone de unos 16 minutos.
En cuanto al modelo de consumo tambi n ha variado. Mientas que en la televisi n lineal se producen picos de audiencia en las nuevas plataformas las descargas son constantes. Nos dirigimos hacia un modelo de estar siempre conectados. Se han generado nuevas estrategias de programaci n y Netflix es un claro ejemplo de un nuevo actor que nos ha hecho entender que hay otra manera de ofrecer los contenidos .
A first step towards the future
En su ponencia, Pablo Romero cree que esta nueva etapa a la que se enfrenta el sector televisivo no ha hecho m s que empezar. A la televisi n a n no han llegado las telcos, no hemos visto el despliegue de fibra ptica, el impacto de 4G Bajo el punto de gestion de Yomvi es un cambio radical respecto al modelo de trabajo que conoc amos .
Est n surgiendo nuevos modelos de consumo que se est n empezando a implantar y se posicionan como la televisi n del futuro pero esto no quiere decir que en este escenario vaya a desaparecer la televisi n l neal. Va a ver dos tipos de televisi n que van a convivir. Una televisi n que nos va a citar con grandes eventos, con shows, realities o no realities que centrar la atenci n de gran parte de la audiencia. Sin embargo, en el campo de la ficci n se va a producir una especializaci n con un publico m s especifico
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Pablo Romero shows the new paradigm of the television sector having as axis the user Pablo Romero, director de Contenidos de Yomvi, reflexiona en Broadcast IT Experience sobre el presente y futuro del sector televisivo. Un nuevo entorno donde convive la televisi n lineal y un modelo de negocio m s espec fico, centrado en los gustos del usuario, en la proliferaci n de los dispositivos m viles. 
