Jorge Murillo Discovery 1
Jorge Murillo, Commercial VP at Discovery Networks, states they are different from other platforms because they are consolidated in the real-life segment. “We have real people, real stories, real brands, that is not the strength of other content platforms. We can say we are the leaders in the segment,” he expressed. The strategies in content and the creation of their platform, with which they hope to reach 20 million unique users by the end of the year, have helped them grow in the audience.
Additionally, a month ago they launched The Power of Influence, data research, and analysis they will use to back the development of advertising strategies for their advertisers. “According to other studies, Discovery was rated as the brand of greatest credibility in the entire pay-TV industry. That gives us a responsibility since we have 19 million people who, in Mexico alone tune in to Discovery,” he said after commenting that they are setting up the 2020 campaign, strengthening it with lifetime content and documentaries together with BBC for Discovery Home & Health.
He added that during 2019, their commercial performance has been a challenge. “I cannot say that it has been the biggest commercial success for Discovery, but we managed to be much higher than what the industry has reported today,” he said, after commenting that the digital businesses have maintained a good part of their sales growth. “I would rate the result of Discovery commercially in terms of advertising, as satisfactory. We are not talking about where we want to be, but we have many plans and a unique, aggressive, and efficient commercial strategy set up for 2020,” he highlighted.
