playz, the rtve multiplatform channel - mediaroad€¦ · until now rtve red button was an easy way...
TRANSCRIPT
How to manage not to be
the oldest guy at the party
A g u s t í n A l o n s o @ a g u s a l o n s o g
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Playz, the RTVE multiplatform channel
Montecarlo, 19th June 2018
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A g u s t í n A l o n s o @ a g u s a l o n s o g
Y O U N G A D U L T S A R E B E C O M I N G M O B I L E F I R S T ( A N D N O N L I N E A R V I E W E R S )
Millenials watch TV
mostly through online
streaming services (Pew, 2017)
In USA, there already
are more millenials
consuming video in
smartphones than
linear TV (Nielsen, Q4 2016)
Spanish generalist
channels plummeted
to their all-time low
audience last year
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A g u s t í n A l o n s o @ a g u s a l o n s o g
Y O U N G A D U L T S A R E B E C O M I N G M O B I L E F I R S T ( A N D N O N L I N E A R V I E W E R S )
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(A videoclip from Playz’s musical comedy ‘Mambo’)
T H E C H A L L E N G E S O F P L A Y Z : W H A T W E W A N T T O B E W H E N W E G R O W U P
Who?
New creators
and original
content
How?
Transmedia
and interactive
Where?
Multidevice and
multiplatform
Why?
Young adults
have abandoned
TV
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A g u s t í n A l o n s o @ a g u s a l o n s o g
Who is in Playz?
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A g u s t í n A l o n s o @ a g u s a l o n s o g
P L A Y Z .
C R E A T O R S
A R E T H E
M E S S A G E
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A g u s t í n A l o n s o @ a g u s a l o n s o g
T H R E E P I L L A R S F O R C O N T E N T A T P L A Y Z N O W
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A g u s t í n A l o n s o @ a g u s a l o n s o g
Innovation
Looking new ways of
telling and distributing
stories and contents
Young Audiences
Topics and visual
style aimed to 18-34
y.o. audience
Social networks
Content created for
social networks. Using
them as channels
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A g u s t í n A l o n s o @ a g u s a l o n s o g
Si fueras tú (If I were you)
• Target: 18-24
• 8 12’-episodes digital
series
• Audience vote the next
choice of the main
character every week
• Becomes tv movie Inhibidos (Inhibited)
• 8 12’-episodes
• Possibility of watching it
with an interactive player
• Customized experience
with login: two
personalised phone calls
Playchez
• Target: 18-35
• Live cooking
• Live interaction through
INNOVATION
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A g u s t í n A l o n s o @ a g u s a l o n s o g
Mambo
• Target: 25-34
• 6 20’-episodes
• Musical comedy series
• His creator, director and
main actor is a succesful
digital creator
Cupido
• Target: 18-24
• 6 episodes / 85’ total
• Love
El punto frío / Limbo
• Terror series (18-34)
GRL PWR
• Documentary series
• 6 10’- episodes
• Spanish young women
who are making a
difference in their fields
OTvision
• Weekly live programme
following the ESC race of
Spanish representatives
• Taking advantage of a
success among 18-24
audience on linear TV
YOUNG AUDIENCES
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A g u s t í n A l o n s o @ a g u s a l o n s o g
Goyas Golfos
(Scoundrel Goyas)
• Two influencers covering
the Goya Awards’ red
carpet through Instagram
Stories
• One ‘Operación Triunfo ‘
contestant covering Goya
Awards’ red carpet
through Twitter and ESC
through IG Stories
SOCIAL NETWORKS
Playz Flash
• Instagram Stories as a
channel with a guide:
each day, one influencer.
Instagram Live
• Live interviews with
musicians, actors and
actresses
• Two person Live Video
between members of the
cast to present Playz
content
F O U R
C A T E G O R I E S
O F C O N T E N T
We are building up
our community of
creators and
influencers to make
relevant original
content in a highly
competitive digital
market
Esports
Competition and
news about gamers
Docs Non fiction videos about
relevant young people
Tube
Entertainment content by influencers
Web series
Original low-budget shows by new creators
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A g u s t í n A l o n s o @ a g u s a l o n s o g
Where is Playz?
A g u s t í n A l o n s o @ a g u s a l o n s o g
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Playz is a section inside
RTVE.es website but it has
its own domain
(www.playz.es) and a
different look & feel. Playz
has its own video player,
easier to share and with full
hd quality
2 million views in 9 months
RESPONSIVE WEBSITE
A g u s t í n A l o n s o @ a g u s a l o n s o g
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The social media
strategy is essential. We
think of Playz as a
channel/producer that
distributes its content
through different
platforms
YOUTUBE, FACEBOOK, INSTAGRAM
A g u s t í n A l o n s o @ a g u s a l o n s o g
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YouTube: 51.000 suscribers
10 million views
Facebook:
11.000 followers
6 million views
Intagram:
25.000 followers
Until now RTVE red button
was an easy way to
discover linear RTVE
content and enhanced
programs on connected TV.
Playz is an important step
forward for RTVE Red
Button because it brings
original content on your
Smart tv.
Three out of ten Playz
unique visitors (on rtve
platforms) are connected
TV viewers.
RTVE RED BUTTON
A g u s t í n A l o n s o @ a g u s a l o n s o g
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We just launched the
mobile app for iOS and
Android. A VOD app with all
Playz contents.
When we think of the
quality and features of our
series and videos, we are
mobile first.
MOBILE APP
A g u s t í n A l o n s o @ a g u s a l o n s o g
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Thanks.
38
A g u s t í n A l o n s o
A g u s t i n . a l o n s o @ r t v e . e s
@ a g u s a l o n s o g
P l a y z - R T V E
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