The association, run by Antonio Boaventura, is similar to Mexico s PCTV Association , run by Eduardo Ricalde Medina. One s a multi-national telephony giant with all but unlimited resources. Both see the value of content to the financial well-being of their platforms. The Latin Market Latin operators looking to develop their own content shoudl follow UPC's strategy of developing niche channels that have no competition in the market. In Latin America, as well as most other markets, that means operators should stay away from kids programming.
Shakeouts happen on a periodic basis.
New channels are going to have to be strongly branded to survive. New children's channels will have to launch against strong incumbents, such as Cartoon Network and Nickelodeon. Another strong brand, Disney, is planning a launch in the market soon. An example of a small niche channel that has good prospects in the Latin market is the Suez Lyonnaise channel Paris Premiere, which is carried on Brazil's TV Avril Group system. The channel will be about Parisian life.