Antena 3 desembarca en tu móvil

Ameu8 - aplicaciones moviles - Antena 3Dentro del mundo de las aplicaciones móviles corporativas el caso de las cadenas de televisión suponen un aparte. Como grandes generadoras de contenido, su misión en los dispositivos móviles no es otra que encontrar un nuevo canal de difusión donde llegar a sus espectadores y generar un nuevo espacio donde insertar publicidad que les genere ingresos.

El pasado día 21 de noviembre Antena 3 lanzó su aplicación móvil y es una oportunidad excelente para echar un vistazo a la apuesta que ha hecho en este ámbito una de las grandes cadenas de televisión en nuestro país.

Un acuerdo imprescindible

Ameu8 - Antena 3  - Aplicaciones moviles

Para cualquier televisión la principal preocupación a la hora de llegar a un nuevo canal de difusión es conseguir que su contenido se pueda consumir con la calidad y fiabilidad suficiente, de acuerdo a la necesidad estratégica que se haya marcado para ese medio.

En este caso, Antena 3 ha tenido el acierto de lanzar su app una vez cerrados acuerdos con las tres principales operadoras españolas para que el coste de su servicio o la falta de cobertura no sea un impedimento para el usuario.

Por otra parte, al tratarse de una gran cadena, es obvio que no pretende ofrecer un contenido diferente al de su emisión normal, sino más bien ponerlo a la carta y ofrecer algún otro tipo de interactuación con el usuario alrededor de sus diversos formatos (series, programas, películas,…).

Así, por ejemplo, se pueden ver en directo los servicios informativos que se emiten a diario o en diferido de modo más ordenado por temas; o acceder a series completas ya emitidas o capítulos concretos de series en emisión si no hemos podido verlo.

La guinda del pastel es que tanto en el directo como en el diferido existe la posibilidad de insertar nueva publicidad, incluso diferente de la programada, ya que el dispositivo puede emitir anuncios en el momento de comenzar el streaming, por ejemplo. Y aquí es donde puede tropezarse con cierta reticencia del usuario que sabe el doble coste que esto supone para él: tráfico de datos y consumo de su tiempo.

Estrategia de movilidad en las cadenas de televisión

Hace muchos meses que se viene librando una dura batalla por parte de muchas compañías para ver quién se lleva el premio gordo de dar con el modo en que la televisión va a evolucionar por el uso masivo que ya se está haciendo de Internet.

Tanto la búsqueda de un reproductor que ofrezca multiconexión a todo tipo de formatos y dispositivos como el diseño de una plataforma desde la que ofrecerlos e integrarlos para un uso cómodo del usuario están siendo sometidos a continuas salidas de productos que no acaban de cuajar definitivamente.

Antena3 - Ameu8 - Aplicaciones moviles

En este caso, Antena 3 ha jugado una baza inteligente y prudente ya que ha puesto sus contenidos en la red (no sólo de la cadena generalista, sino también de los otros canales temáticos del grupo) y ha concebido esta aplicación móvil como una alternativa al visionado habitual a través de la opción Modo Salón, una suerte de reproductor dentro de la aplicación que, combinado con las posibilidades de conexión de los smartphones puede sustituir a la señal televisiva por la banda ancha.

Es evidente que lo innovador y rompedor sería ofrecer un contenido específico para dispositivos móviles o innovar un formato en el que alguna de sus capacidades (geolocalización, GPS) se integrara con la emisión. Todo un mundo de posibilidades que aún nadie se atreve a explorar, a la espera de ver cómo queda el estándar de consumo de contenido audiovisual en el salón de nuestra casa.

 

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