In this second delivery of the interview with Alejandro Quintero, former Commercialization VP at Televisa and CEO of Grupo TVP, he talked to PRODU about the transformation in advertising and the strength Televisa has in this sense, thanks to its development in multimedia.Quintero considers Televisa has prepared very well for the new requirements of current advertising. He stated that Pepe Bastón, president of the company’s Television and Contents, correctly defined the TV station’s role as generator of contents and said the next step is to know how to deploy them on the multimedia platform they have. He felt that the same is not true for TV Azteca: When conceiving a ‘me too’, they generated cheaper productions which made its audience fall into a level where they no longer result. “This can strengthen Televisa if they know how to deploy contents in the media it already has, he stated.The executive also spoke about the importance working for Televisa for 17 years had in his life: Televisa remains in my heart.”A generational renewal is important everywhere, and in my case, the time had come. My role in the company was to build a bridge between generations, from the period of Emilio Azcárraga Milmo, Alejandro Quintero and Guillermo Cañedo to the generation of Emilio Azcárraga Jean and Pepe Bastón. I was in an intermediate period that allowed me to meet both stages and it was necessary to give way to the teams that had been formed, he stated.
