FONTEVECCHIA: “EL PROBLEMA CENTRAL ES QUE GOOGLE Y FACEBOOK SE LLEVAN EL 80% DE LA PUBLICIDAD MUNDIAL”

El CEO de Perfil Network, opinó acerca de las industrias creativas en la convegencia digital en el marco de la Convención Azul. “Todas las empresas de medios serán multiplataforma”, aseguró Jorge Fontevecchia.

Jorge Fontevecchia, CEO de Perfil Network, opinó acerca de las industrias creativas en la convergencia digital en el marco de La Convención Azul, el foro internacional de libre comercio y mercado digital que se realizó en el Centro Cultural Kirchner. “Es necesario que los Estados legislen para que haya fair play y ningún abuso de posiciones dominantes”, aseguró el periodista.

Entrevistado por el director de TELETIME Brasil, Samuel Possebon, y consultado sobre competencia entre los medios tradicionales y los digitales, Fontevecchia señaló: “Creo que debería hacerse un análisis ontológico de cuáles son los géneros cuando hablamos de medios. La primera diferenciación ordenadora que me parece útil hacer es entre aquellos que lo que brindan es conectividad y aquellos que lo que brindan es contenido”.

“Primero tenemos los proveedores de contenidos y luego los proveedores de conectividad. Obviamente esta calificación tiene que tener en cuenta que hay empresas de conectividad que también producen contenidos, pero el problema que tenemos central es que Google y Facebook se llevan el 80% de la publicidad mundial”, detalló el CEO de Perfil Network.

El empresario consideró que esta disparidad “es un problema para la democracia, y creo que progresivamente los distintos países van a ir tomando conciencia; como ya me parece que tomó conciencia la Unión Europea con la multa de casi tres mil millones de dólares que le colocó a Google por abuso de posición dominante”.

“Es innegable que el tiempo de la población para consumir información y entretenimiento tiene un límite: la gente tiene que dormir cierta cantidad de horas, comer, trabajar, viajar en algunos casos; algo que deja libre más o menos para la comunicación de información y conectividad de cuatro a siete horas. Dado que aparecen continuamente nuevos medios, es obvio que la lucha por la tensión hace que la fragmentación de las audiencias lleve a que cada medio tenga una menor cantidad de atención de la que tenía hace diez, veinte y treinta años”, manifestó Fontevecchia.

A su vez, el CEO de Perfil Network vaticinó: “Las empresas, frente a este desafío, tienen que desarrollar multiplataofrmas y multimarcas, para lo cual una empresa que a lo mejor en 1970 era una radio líder o un diario líder -y con eso solo era una de las mayores empresas- para poder lograr lo mismo tiene que tener radio, televisión, diarios, revistas, y obviamente todo esto con plataformas digitales”. “La visión que yo tengo es que así como no va a quedar un solo cine, un solo teatro, una sola sala y todos van a ser multisala, no va a quedar ninguna empresa de medios con un solo medio o de una sola plataforma y todos van a ser multiplataforma”, auguró.

Del foro participaron además, el ministro de Cultura de Brasil Sergio Sá Leitão; el titular del Sistema Federal de Medios y Contenidos Públicos de Argentina Hernán Lombardi; el senador nacional Esteban Bullrich y el miembro del Parlamento Europeo y presidente del Instituto de Libre de Comercio (IFT) de Reino Unido Daniel Hannan, entre otros.

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