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Televisión local: una oportunidad para crecer
Escrito el
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Martes, 18 Mayo 2010 · 3 comentarios
En enero de este año CONCORTV presentó un estudio sobre la Radio y Televisión en el Perú, una de las cifras que llamó la atención fue que en el Perú existen 1,083 estaciones de TV de las cuales 257 son del IRTP, 280 pertenecen a las cadenas nacionales comerciales y más de 80 son de entidades de carácter religioso. Pero un número significativo -más de 400 estaciones- son parte de emprendimientos locales, impulsados por broadcasters en distintas ciudades del país que poseen una señal televisiva con programación propia. Otro dato relevante es el número de estaciones por región, así podemos constatar que La Libertad, Ica, Junín, Cajamarca y Puno son las regiones con mayor número de empresas de TV luego de Lima.
Todas las cifras anteriores nos muestran que en el interior del país la televisión de señal abierta tiene más actores que las cadenas nacionales. Y no sólo es cuestión de números, pues estos canales son líderes de opinión pública, por ejemplo en Cusco se han organizado para realizar una Teletón que hizo que la población y las empresas apoyaran con víveres, ropa y otros artículos a los damnificados por los desastres climáticos, esta transmisión se hizo en vivo sumando a todos los canales de la Ciudad Imperial. Otro ejemplo son las toneladas de ropa y alimentos que se juntaron en Pisco para enviar a los damnificados de Haití, colecta organizada por un canal local.
Es indudable que el crecimiento económico de varias ciudades ha hecho que esta televisión local tenga la posibilidad de crecer y mejorar frente a la oferta de las cadenas nacionales. No es casualidad que varios de estos canales cuenten con emisiones en vivo gracias a los equipos de microondas que han adquirido, o que cuenten con un equipo de reporteros que cubren noticias locales para así obtener exclusivas que nunca van a ser vistas en las cadenas nacionales.
Este crecimiento reforzado por la aparición de la Asociación Nacional de Canales Locales Red TV -que une a muchos de estos canales- y que invierte en capacitación, fondos de desarrollo y programación de calidad, ha hecho que en pocos años los noticieros locales alcancen el segundo lugar de preferencias y que, según el último estudio que hemos realizado con la encuestadora IMASEN, crezca la necesidad de información local como se muestra en el gráfico de barras.
Todo lo anterior nos lleva a considerar que los anunciantes deben tener en cuenta que las pautas en provincias no pueden ser estimadas o sólo asumidas dentro de las pautas de las cadenas nacionales. Esto tiene que ver con un tema de fondo: los gustos y costumbres de los pobladores de las distintas regiones del Perú difieren de los de Lima, los hechos que en Lima cobran importancia pueden o no llamar la atención en las ciudades del interior del país. En términos de consumo de información, la tendencia en países como Estados Unidos es que las personas prefieran canales locales a las cadenas nacionales.
Este año, desde Red TV, tuvimos la experiencia de comercializar la publicidad de canales locales de TV y nos dimos con la realidad que a diferencia de lo que ha pasado en internet en donde las agencias han creado áreas específicas y buscan mejorar las herramientas de medición tratando de encontrar los perfiles del internauta, en el caso de la inversión en provincias muy pocas agencias y centrales cuentan con un departamento dedicado a analizar qué pasa con los medios en provincias. Se necesita un monitoreo de las pautas, algún tipo de medición periódica que nos muestre como van los distintos actores en las diferentes ciudades (aquí creo que encontraríamos muchas sorpresas) tanto en sintonía como en cobertura y, lo más importante, el valor para una marca de anunciar en un medio local mucho más cercano a ese público que un medio nacional.
Existen algunas empresas que de manera particular y en algunas ciudades sí tienen monitoreados a los medios, básicamente cervecerías, gaseosas y consumo masivo, pero no cuentan con estudios sistemáticos. Hay otros rubros que prácticamente no invierten en medios locales o lo hacen muy poco, por ejemplo en el caso de tecnología existen muchas compras que se realizan en Lima pero que son de empresas o personas que viven en el interior del país, lo mismo pasa en prendas de vestir, autopartes, etc.
Y para finalizar hay que destacar el hecho de que la calidad de los programas de canales regionales ha mejorado y mucho, un ejemplo de ello es lo que ocurrió en la última edición de los Premios ANDA. La Asociación Nacional de Canales Locales Red TV ganó el Premio ANDA a la Excelencia en Producción o Realización en televisión o radio por los programas Enlace Nacional, Enlace Deportivo y Napa, programas que se emiten por más de 50 canales asociados a Red TV, y que tienen la calidad suficiente como para enfrentar a los programas de las cadenas Nacionales y lograr premios en
el país y en el extranjero.
Desde Red TV tenemos el objetivo de lograr que la publicidad en señal abierta en provincias cuente con los soportes necesarios para que los anunciantes puedan tomar decisiones acertadas al determinar los medios, y esperamos que la inversión en señal abierta en provincias no sea considerada siempre como una inversión adicional. Esperamos que ahora que tenemos presencia permanente en Lima -representando a medios televisivos con presencia en todas las capitales de departamento y ciudades importantes-, la relación con agencias y anunciantes sea más fluida, canalizando la inversión en los canales locales, entregando valor agregado a las marcas y contribuyendo al desarrollo económico de las regiones.
Por Adolfo Montoya
Gerente General Asociación de Canales Locales de Televisión Red TV
Publicado en la revista ANDA News, pag. 52-53
Descargar el artículo en formato PDF.
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16 Septiembre, 2010 a las 7:56 am
como ingresar a esta asociacion nacional porque quisiera tener un canal local en el distrito de lambayeque me podrian guiar si lo pyedo aser espero su contestacion
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5 Agosto, 2011 a las 11:33 am
Muy interesante la información brindada, pero quisiera saber como puedo visualizar los gráficos de barras y/o cuadros que alli mencionan…esperando una respuesta pronto me despido cordialmente
saludos
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25 Marzo, 2012 a las 10:15 pm
interesante agardecere se sirva guiarnos para ingresar a esta asociacion yo tengo un canal local en señal de tV por cable en cerro de Pasco que coberturamos las 2 provincias de la region Pasco como es la Provincia de Daniel Carrion y sus centros poblados y mismo pasco que tambien coberturamos varios distrito de cerros de pasco