With this trend, technology and communications are being decisive to leverage the speed of changes in an industry that traditionally was renewed more slowly.

Juan Pablo Morales S *

The great transformations of the media industries have been determined by technological changes since the beginning of time. The silent movies, phonograms, radio, press, and now, TV, have evolved their business and communication models thanks to transformative technologies.

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TV, OTT and edutainment
Education is, perhaps, within the industries based on knowledge and content, one of the most backward in terms of methodology, technologies and infrastructure and is not alien to the disruptive change in the media and in the methods to transmit information.

Just as the web redesigned the business models with newspapers and printed publications, Napster, with the record industry, Airbnb, with the hotel, Uber with transportation and Netflix with television; in education, Open English, Cousera, Udemy, Next U, etc., are some of the innumerable platforms that are scratching an important part of the knowledge and training market at all levels.

Teaching based on communications technology, today has the power to corrode the foundations of the traditional knowledge industry to make way for new study and learning methodologies. The tool to scale education business models to places geographically separated from the classrooms is, without doubt, the Internet.

At this point it is in which the video begins to play an important role. Being the medium that, due to its audiovisual and movement nature, allows to better capture attention and reach the central brain in an efficient way, its role in education occupies one of the first positions within the application areas of the transmission methodology of knowledge.

With the evolution of technology in the field of education, e-learning platforms have focused learning objects on interactive elements and the integration of increasingly sophisticated video systems.

This is how the implementation of eLearning systems are now commonly used in educational institutions, as well as in corporate environments and governmental institutions, where their penetration for training and training is much more effective.

But what was previously considered just a technological leap, is today a minimum standard. It is not possible to conceive a relevant educational institution, which within its academic scope does not have, either a video production and distribution system integrated into its environments for its communities, or at least, a plan to implement it either in-house or with third-party experts.

The so-called OTTs, for the acronym in English Over The Top (adducing the direct access of content producers to audiences jumping over traditional distribution channels), and of which Netflix and Amazon are the best known, inspire models of business for other industries outside of entertainment and education is no exception.

Just as the most important universities in the world already have their own MOOC's, an educational institution that wants to democratize knowledge, increase its coverage, improve the quality of learning and measure its results technically and in real time, you should think about having an academic OTT. For this three things are indispensable.

1 Technology. The integration of tools that allow to deploy the service in a comprehensive and responsive way. That is, in any device and without losing sight of usability, user experience and all the variables of the business model, from the payment systems to the support of the educational methodology.

2 Contents A scheme of production of virtual objects of learning and short video based on the neuroscience of the consumer, who teach in an entertaining way with methodologies based on experiences, stories, scenarios, simulations and gamification.

3 Coverage. The greater the coverage of the institution, both in terms of geography and academic offer, the greater the engagement of the platform with the user and the greater the penetration, resulting in a higher ROI.

According to Isabelle Bajeux-Besnainou, Dean of Administration at McGill University in Montreal, MBAs have begun to show a change of trend, and their online alternatives are taken as serious options by applicants.

With this trend, technology and communications are being decisive to leverage the speed of changes in an industry that traditionally was renewed more slowly.

The universities, schools, governmental educational institutions and all the large organizations that massively have within their object the formation and training of their community, should adopt models of OTT content distribution, if they want to give way to the true future of education.

* Juan Pablo Morales Sarmiento is the CEO of Nuevos Medios Entertainment. You can contact him through his Twitter account @JuanPMoralesS

Richard St.
Author: Richard St.
Journalist from the University of Antioquia (2010), with experience in technology and economics. Editor of the magazines TVyVideo + Radio and AVI Latin America. Academic Coordinator of TecnoTelevisión & Radio.



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