OTTera brings media companies, content creators, and broadcasters into the FAST channel space, providing technology, guidance, and help with distribution and advertising sales.

*By Luis Cabrera, Ana Carreira and Fernando Moreno, from Miami, USA

As part of Content Americas, we spoke with Stephen Hodge, CEO of OTTera, who shared with ttvnews his views on trends in the connected TV market, the growth of FAST channels and the importance of local content in Latin America.

Hodge said the biggest trend is aligning with the region’s major connected TV platforms. “Whether it’s Samsung, Philips, Philco, Hisense or Toshiba, it’s about working in tandem with what they’re doing. Each TV brand has its own virtual MVPD that delivers FAST channels to audiences. These brands and the operating systems that power them have strategies of their own focused on increasing their monetization and selling ads through the windows they control,” he said.

For OTTera, the goal is to source ideal content for these companies’ audiences. “We want to continue to support that ecosystem of FAST channels and bring local content. There needs to be more truly local content and for platforms to understand what local audiences are looking for. It’s a different culture, and every country in Latin America has a unique culture, from the clothes they wear to the drinks they consume.”

According to Hodge, international companies already have a presence in the United States, the United Kingdom and global rights are well positioned to distribute their content in Latin America. “But what audiences are looking for here is local content. That’s why we are in markets like this, and during the year, we plan to attend more events in the region to support, build, and evangelize this space for local content creators and local media companies,” he said.

OTTera’s CEO indicated that FAST channel platforms will not be successful if they are dominated solely by information or content from international companies that is simply dubbed for the region but not made for the region.

What is the monetization potential in the region for FAST channels?

In terms of monetization, we have seen great potential in countries such as Brazil and Mexico, and the same applies to Argentina, Colombia, Peru, Chile, and others. Although the FAST model is relatively new in this region, we are already seeing a significant level of interaction.

This indicates an engaged audience. Still, there is also a need to educate advertisers and brands more about what FAST is, its differences and similarities with traditional television.

What advice would you give to new publishers interested in venturing into this space?

We are always transparent about the state of the market and the challenges they will face. There are brands with huge audiences and established ad sales teams that can come in and have immediate success. But most new publishers don’t have that in place.

This is not an easy path to get rich quick. It’s an opportunity to build an audience quickly, but monetizing it is challenging. You can’t delegate everything to an external partner and expect them to handle everything for you. Every publisher needs a clear strategy to become an ad sales company. That’s how you monetize these channels, through advertising.

There must be an effort to build an advertising business model that supports the company. This doesn’t have to be just advertising; it could also include sponsorship or product placement. But there needs to be a strategic approach beyond what you get from advertisers or programmatic sales.

Finally, what is OTTera’s role in this ecosystem?

We fulfill our role by helping to bring media companies, content creators, and broadcasters into the FAST channel space. We provide technology, guidance, and help with distribution and ad sales. We also have established relationships with several global platforms, facilitating our partners’ distribution process.

We are here to support the growth of this model in the region, and frankly, it’s an exciting and fun experience. The audience is ready for this, and we are committed to helping them reach their full potential.

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