Variety makes for difficulties in LATAM pay-TV market

Iñaki Ferreras ©RapidTVNews | 28-06-2012

The differences between the pay-TV markets in Latin America and the need for better information about them, were the main themes of the LATAM Pay-TV Forum earlier this month.

The forum was organized by Business Bureau and Home and took place at the Fontainebleau Hotel in Miami Beach.

Horacio Gennari, president of Business Bureau, spoke about the different rates of industry growth recorded in various regions of Latin America, and in different social classes within those regions. “There is not a single Latin America, there are many Latin Americas; it is a cultural mosaic,” he was reported as saying by Prensario Internacional.

Gonzalo Ramos Otero, chief executive of CEOP Market Research, said that “today in the region there exists two sides of the same coin: on one hand, there are barriers related to the unevenness and differences that the region has, and also there is uneven development in the discipline of market research”.

John Kim, managing director of HIG Growth Partners, commented that “with respect to the investigation of the consumer market, as each country is different, you cannot get a sufficient scale in a panel or a methodology-based on questionnaires”.