(eeuu) El futuro de TV: Los titanes buscan la fórmula mágica

ces 2018
ces 2018

ces 2018
ces 2018

La feria de tecnología de consumo CES reúne a muchos obsesionados por ver nuevos y lujosos televisores, pero las figuras importantes de la industria están enfocados en la programación que se muestra en esos aparatos.

No te preocupes. Si asistes a la feria de electrónica CES la próxima semana y te pierdes de un panel sobre el “futuro de la televisión”, puedes asistir a otro panel sobre el mismo tema el día siguiente.

Y es que la convención de electrónica, año con año, a pesar de todos los avances tecnológicos, pareciera más como una gran expo de televisores. Desde enormes pantallas hasta tecnología que permite a las pantallas doblarse, los televisores constituyen una de las categorías más esperadas de la convención. Sin embargo, el interés en los televisores ha ido más allá de la pantalla y ahora se centra en la programación.

Las compañías de medios, las grandes marcas y los mercadólogos están enfocados en determinar cuál será el futuro de la programación televisiva y la distribución de los programas.

Y este diálogo llega en momentos cuando la línea entre la tecnología y los medios se vuelve cada vez más borrosa.

Los gigantes de la tecnología están decantando sus recursos para convertirse en titanes de los medios. Encontramos a Netflix, con su presupuesto de contenido que suma US$6,000 millones, como otras firmas que quieren adentrarse al mundo de la programación televisiva: Facebook está llenando su pestaña de Watch con producciones propias, YouTube ha lanzado su TV en vivo y Apple tiene un presupuesto de US$1,000 millones para producir video original.

En tanto, los veteranos de los medios se están alistando para defender su reino. El mes pasado, Disney acordó comprar la mayoría de 21st Century Fox. AT&T, por su parte, se está alistando para librar una batalla contra el Departamento de Justicia para poder adquirir a Time Warner, una acción que sigue a la compra de DirecTV por US$50,000 millones. Discovery y Scripps están considerando unir sus imperios de reality TV.

Durante CES de 2017, se reveló la suscripción de streaming de televisión en vivo de Hulu y, en 2016, Netflix reveló que se había lanzado a nivel mundial con excepción de China. Entonces, ¿qué nos depara el CES 2018? Aquí echamos un vistazo a la presencia de las empresas mediáticas en Las Vegas este año.

La vieja guardia

Disney y Fox son las compañías de medios tradicionales más activas y que estarán presentes en la expo. Aun cuando no hubiera una gran fusión de empresas en su agenda, Disney se enfrenta a un ajetreado año para alcanzar sus ambiciones en el mundo de la televisión digital. La empresa planea lanzar un servicio de streaming de partidos deportivos con la marca ESPN en 2018 y otro servicio de streaming para películas y programas propios el año siguiente.

Se puede esperar que los ejecutivos de Disney contesten preguntas sobre estos servicios de streaming en sus distintas apariciones en la feria.

Por otro lado, Fox Innovation Lab realizará un evento el miércoles. El Innovation Lab es una especie de incubadora que impulsa tecnología como la pantalla de televisor HDR y experiencias cinemáticas de realidad virtual como “The Martian” VR. La empresa no ha anunciado los detalles del evento, pero es muy posible que se enfoque tanto en la realidad virtual como en tecnologías de visualización.

Otras empresas mediáticas tradicionales son Starz, Turner y Scripps.
Los nuevos

YouTube, de Google, y Facebook siguen batallando para convertirse en el centro de video y ambas empresas estarán en CES este año, como también Hulu.

YouTube ha dominado el video en línea durante mucho tiempo. Con más de 1,000 millones de visitas al mes, YouTube puede presumir que un tercio de las personas conectadas a Internet en todo el mundo ven YouTube. Sin embargo, Facebook eclipsa esta cifra con sus 2,000 millones de usuarios al mes. Y en el último año y medio, la gigantesca red social ha impulsado agresivamente el video para que tenga prioridad en el News Feed.

La estrategia de video de Facebook ha ido de iniciativa en iniciativa, arrancando con ajustes algorítmicos que hacen emerger más clips en tu feed en un intento por impulsar la transmisión en vivo.

Su nuevo enfoque es la pestaña de Watch, la cual está abarrotada con transmisiones de partidos y programas televisivos.

Por su parte, el servicio de streaming Hulu también hará acto de presencia en CES. El servicio disfruta de los frutos de su trabajo, con el éxito de la serie original The Handmaid’s Tale (que ganó un Emmy como mejor drama) y el inicio el año pasado de la transmisión de la televisión en vivo. Sin embargo, Hulu podría tomar otra dirección. Comcast, que durante años ha sido un socio silencioso de Hulu, se ha hecho notar cada vez más en la estrategia de Hulu. Y el acuerdo de Disney de comprar la parte mayoritaria de Fox le podría conceder también la parte mayoritaria del servicio de streaming.

Oath, la división de Verizon que fusionó a Yahoo y AOL, también estará presente en CES.

Pero, uno de las empresas de streaming de video más reconocidas, Netflix, brillará por su ausencia. Una ausencia crucial para determinar el futuro de la televisión.

CNET en Español estará en Las Vegas en enero de 2018 para traerte todos los detalles sobre la feria de tecnología CES.

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