Carlos Escobedo, Director of Commercial Integration at TV Azteca
Following his participation in the “Strategic Collaboration: Strengthening the Industry Through Brand Alliances” panel at Advertising Week LatAm 2024, Carlos Escobedo, Director of Commercial Integration at TV Azteca, discussed how alliances have revolutionized the media industry in Mexico. He shared the panel with Laura Pérez, Senior VP CDM & General Manager Mexico and Colombia at Paramount, and Gerardo Adame, General Manager of Walmart Connect.
“Initially, many of our alliances focused solely on content sharing. However, the next step involves leveraging data to achieve deeper levels of segmentation. We’re moving beyond demographics to understand consumer behavior, including their purchasing habits, preferences, and entertainment interests,” he explained.
He further explained, “Today, we’re witnessing a blurring of traditional boundaries. For instance, we broadcast Paramount content on Azteca 7, they host our FAST channels on Pluto TV, and we handle media sales for Pluto TV in Mexico. The potential for strategic alliances is immense.”
These collaborations have become a crucial tool for TV Azteca to strengthen its offerings and expand its presence across various platforms. In light of this, Escobedo emphasized several key agreements that have significantly broadened the company’s reach: “We exclusively represent Pluto TV in Mexico and also represent several Grupo Prisa stations, including W Radio, La Que Buena, and los 40 Principales. Additionally, we have partnered with Claro to manage the commercial representation of Olympic content in Mexico this year.”
A year after rejoining TV Azteca, a company where he began his career, the executive expressed his enthusiasm for returning: “It’s fascinating to witness how consumption habits have evolved while television remains a powerful medium. The high level of production and the passion for creating content for the Mexican audience are truly admirable. Over the past three years, the company’s embrace of new partnerships has made the work even more exciting,” he said.
As we approach the end of 2024, TV Azteca is already planning new initiatives that, while still under wraps, align with the company’s strategy of growth and market adaptation. “We have several exciting surprises that we hope to announce later this year,” Escobedo revealed. “TV Azteca Media, our commercial division, remains dedicated to curating the best offerings and seeking partnerships that enhance value for both our audience and clients,” he concluded.
