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“You have to be where the audience is, and the audience still has an insatiable demand for content. That's not going away. Good content is good content and will continue to be consumed.”
— Romina Rosado
As the digital era continues to evolve, the way we consume media transforms significantly. To explore the complexities and opportunities within the streaming industry and get a glimpse into how companies are navigating these changes, we sat down with Romina Rosado, EVP and General Manager, Hispanic Streaming at NBCUniversal Telemundo Enterprises. She shares her expert insights on the subject, shedding light on the strategic moves being made to adapt and thrive in this dynamic environment.
Romina is an experienced global media and marketing executive with a proven track record in brand, content, and audience development. In her current role at Telemundo, Romina is responsible for managing all digital businesses, leads cross-company efforts, and collaborates with Peacock’s leadership in the development of Latino content to effectively target and connect with this growing demographic. Since joining the company in 2018, Romina has been instrumental in transforming Telemundo into the leading digital brand within NBCUniversal and across the U.S.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
- Diversification of Content Offering - As the media landscape becomes increasingly fragmented, Romina emphasizes the importance of diversifying content offerings to meet audiences where they are. For Telemundo, this means creating a blend of traditional and digital content that caters to both Spanish-speaking viewers and bilingual, bicultural Hispanic Americans. Brands should consider a multi-platform strategy to engage with their diverse audience segments effectively.
- Adapting to Younger Audience Preferences - With the shift toward digital consumption, Telemundo focuses on producing content that resonates with younger demographics, who prefer consuming media across various platforms. Romina discusses how understanding these preferences is crucial for creating relevant and engaging content. Brands should stay agile and responsive to changes in consumer behavior to maintain relevance and engagement.
- Monetization Strategies in the Streaming Era - Romina sheds light on the challenges of monetizing content in a streaming-dominated market. She highlights the need for creative and flexible monetization strategies that go beyond traditional advertising models. Brands should explore various revenue streams, including subscription services, sponsored content, and ecommerce integrations, to build a sustainable business model.
- Leveraging Data for Targeted Advertising - Utilizing data analytics to understand audience behaviors and preferences is key to delivering targeted advertising. Romina discusses NBC Universal's efforts to collect and leverage data for more effective ad placements. Brands should invest in data analytics capabilities to enhance advertising effectiveness and ROI.
- Engaging Multicultural Audiences - Recognizing the unique characteristics and needs of multicultural audiences is essential for media companies. Romina highlights the importance of creating content that reflects the diverse experiences of Hispanic Americans. Brands should prioritize inclusivity and authenticity in their content strategies to connect with multicultural consumers.
