Diego Leonel de Cervantes, general director of Azteca Internet
Diego Leonel de Cervantes, general director of Azteca Internet and leader of the digital area of TV Azteca, explained that for four years, TV Azteca has been a pioneer in the industry by consolidating an alliance with YouTube. They recently signed a second phase of the collaboration agreement between the two companies that promises to take TV Azteca´s digital contents to another level.
“I recognize that YouTube has an audience I don´t and YouTube recognizes that I have content that they don´t have, so we benefit one another. The agreement was very good and this second stage will be very beneficial and is going to work out even better”, he assured.
The executive explained that they conducted a study that allowed them to determine that the audience preferred the YouTube platform to watch TV Azteca´s contents, therefore, this agreement includes the YouTube player on TV Azteca´s web platform, which will, additionally, lower costs generated by other technology providers.
The alliance also includes technical support and all the knowledge YouTube has on analysis of metrics of video consumption habits, which will enable them to further sharpen their web content strategies. For example, one of the findings was that TV Azteca telenovelas and series, contrary to what was thought, are the favorite shows on the Google platform.
