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Mexican TVolution (Spanish)

Date of publication: June 15, 2017

Catalogue: Latin America 2017: #IN

Author: Juan Carlos Sanchez

Abstract:

The present and future of TV is about deep understanding of the audiences. Big Data is enabling us to exploit this understanding in order to create more value. Television is the intersection of Content and Technology. Demographics do not explain audiences viewer behavior. Not all audiences are made equal. And demographics do not determine the way individuals watch TV. Psychographic differences determine habits as well as screens use. Different content for different audiences , huge targeting and segmentation weapon. Audiences evolve and become more sophisticated as time goes by…

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