42nd IAA World Congress
The Journey
Emilio Azcárraga
C.E.O. Grupo Televisa

Emilio Azcárraga Jean, Chief Executive Officer of Grupo Televisa, participated in the 42nd IAA World Congress, "Change: Consequences", the most important event in the industry that took place in Moscu, Russia.

The Azcárraga Family has been in the media business since 1930 when Televisa was born as a radio station in México City. Since then, the company has grown to become a world leader in content production and broadcasting. In 1997 when Emilio Azcárraga took control, Televisa consolidated as a multiplatform content company producing more than 50,000 hours of television a year that are distributed through its network of open TV, cable, Publishing and digital platforms.

Mr. Azcárraga started outlining the main challenges facing the media and advertising industries in a world of colliding forces between technology, business models, consumer behavior and media platforms.

"The world is rectangular", said Mr. Azcárraga in stating that despite all of the predictions about the death of TV, it is still the best way to watch professional content, being professional content what consumers still crave in a world cluttered by user generated content. In a world of "Long Tail" prime content is even more prime, Mr. Azcárraga said.

The challenges and opportunities that a creative, on-demand, multi-platform, timeshifted and time split and target mediasphere present, where contextualized by Mr. Azcárraga as a potential opportunity for professional creators of advertising and content.

The money, said Mr. Azcárraga, is in managing three tremendous opportunities:

Prime content, an explosion of eyeballs and targeting.

Targeting means the possibility for advertisers and media to profit from mastering identity, behavior and context.

The last part of his presentation focused on emotion as the unifying force behind good content, good advertising and the consumer and closed with a call to action on 4 ideas:

1. Create relevant Advertainment
2. Serve consumers without borders
3. Position aggregators as the marketplace
4. Strengthen the 360-degree vision

Related documents:

• Complete speech
• Key points
• Abstract