Strategy, Mkt & Comms
Resources provided
Documentation generated within the analyses developed by Telefónica Servicios Audiovisuales, as well as reports from relevant analysts to strengthen the start of the TFG/TFM project and throughout the execution of the TUTORIA challenge.
Are you interested?
If you are a professor or university student and you are interested in participating in the TUTORING program, register your information so that we can start the program.
To whom is it addressed?
Challenge proposed exclusively for CEU students.
Academic profiles with a degree in Mathematics and Statistics and/or Economics, with the ability and motivation to identify opportunities and trends in the Audiovisual market.
Creative profile, passionate about the audiovisual world, with knowledge of VoD (Video On Demand) platforms, and with interest and ability to process and analyse consumer data.
Challenge introduction
Telefónica Servicios Audiovisuales cuenta con un equipo dedicado 100% a la Dinamización de la plataforma Movistar TV para 3 países de Latinoamérica: Argentina, Chile y Colombia.
Realizamos un Plan de Gestión de dicha plataforma, a través de la centralización de las funciones a nivel regional, asegurando la buena experiencia del cliente, gestión de contenidos, análisis y reportes de los contenidos dinamizados.
Challenge Description
In recent years, users have found in OTT platforms their main source of entertainment, allowing them to consume content at any time and from any device.
The quantity and quality of the content, as well as the Dynamisation strategy established, are key to the growth of the video business.
Movistar TV is an aggregator platform for streaming services. The user can enjoy third-party content, having previously subscribed to it. It also offers the possibility, in many cases, of playing it directly from its interface.
The inclusion of new partners in the service (Netflix, Prime Video, Disney+, Star+, HBO, Paramount+...) obliges us to closely follow market trends, analysing in detail the new releases and relevant content of each of them, in order to define a Dynamisation strategy by country.
The objective is to achieve customer loyalty by showing them the content they want to find in an attractive way. This translates into an increase in hours of consumption (VOD and LIVE) and new subscriptions.
It is necessary to detect contents/events that, according to the consumption trends previously studied, could be successfully tractioned.
The student must carry out their TFG / TFM based on the strategy of Dynamisation of content on OTT platforms. To do so, they will have to study in depth:
Consumption trends / Consumption analysis / Impact of Dynamisation
Type of content most consumed (VOD + LIVE)
Dynamisation strategy based on upcoming releases and/or relevant dates in the calendar
Partners with the best performance
Once the analysis has been carried out, the objective of the project includes analysing this data and transforming it into Dynamisation ideas on OTT platforms for a better performance.
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