With convergence and new technologies, television channels now have multiple distribution options, each with its specific content and technique. And this is just the scenario that Canal Capital is taking advantage of to reach more and more publics and fulfill its mission to reflect the culture of Bogotá and contribute to education.
Dario Montenegro, general manager of Canal Capital, told TVyVideo + Radio that they are still using the traditional HD content channel and they are also on DTT. There are other distribution channels in which they have advanced, such as the Connection Capital platform, which will host all channel information, content and streaming during 24 hours that already operates. In addition, they will have another signal with news content focused on Bogotá.
Today Canal Capital is not seen as a television channel but as a generator of content, which requires more filmmakers than cameramen, more web journalists, mannager community. With this objective, he made the integration of an automation system that has options for different distribution channels.
"From the technological point of view, each distribution channel has special characteristics, in terms of recording, formats, with systems that allow transmitting from cell phones throughout the city. We are changing the creative process, we no longer do television programs, we create stories that expand to different distribution channels or platforms, which is known as transmedia content, "he explained.
He recalled that the change in the production process within the Canal was somewhat difficult because the processes had to be changed as they historically were. Going from having a giant camera with assistants, mobile unit, antenna and other things, to a cell phone, is an important cultural change, but they have advanced a lot.
Digital audiences grow
The digital renewal of the Canal began two years ago, in which it has been able to change the production processes that do not affect the quality of the products that are issued, but it does lower the costs in digital production, which makes it even quieter.
In Canal Capital, digital audiences are superior to those of the open signal. Today they have video reproductions with very interesting numbers with any story they publish. In digital they play with targeting specific audiences such as young people, women, adults, and being able to strengthen these niches.
Part of the innovation with these new platforms was the launch of a web series made only for digital networks, which has had a very interesting response. Explained Alejandro Escobar, transmedia manager of the Canal, that TDT without limits is a series for young people up to 25 years. It is the first series of this kind to be held in Colombia. It is interactive and users can choose the story from the vision of each of the three protagonists.
One of the successful cases of transmission on digital platforms made by Canal Capital is with the coverage of the Rock Al Parque music festival, which takes place every year in Bogotá. The Canal managed to transmit each of the three platforms at the same time live and during 8 daily hours in the three days of the festival. And its users could choose which scenario or band to watch.
With this experience they managed to optimize the resources, because when the transmission was done only for open signal, they always had three mobile units available but only one was operating. Today all three work at the same time and also allow the production of complementary contents.
Today one of the challenges that the Canal has is the monetization of digital content. The advantage of Canal Capital is that it obtains resources from the Fund for the development of ANTV television that gives an air while they find an optimal model. They are studying models of automatic monetization, from person to person, among others.
For the choice of teams and brands have had a discussion of where they should aim. Today they do not have a clear direction but they are investigating what is best for the production models they are applying.
"The technological issue today is uncertain, before it was much simpler and clearer. And we as a public channel can not be wrong in the choice of technology ", concluded Darío Montenegro.