Canal I Bets on Technology to Win Back Audiences

In Venezuela's challenging media environment, Canal I's strategic pivot towards technology and programming renewal, encapsulated in its "Impulso 2026" campaign, signals a vital effort to remain relevant. As the general manager of strategic communication and press, Harim Rodríguez D'Santiago, articulates, the television industry, both globally and within Venezuela, faces an existential challenge from the rise of on-demand streaming services. These platforms have fundamentally altered audience consumption patterns, allowing viewers to select content and viewing times with unprecedented precision. Canal I's response is to embrace this digital shift, integrating its broadcast offerings with a robust social media presence. This approach mirrors strategies employed by other broadcasters worldwide seeking to capture audience attention in an increasingly fragmented media market. From a Venezuelan perspective, this technological adaptation is not merely about staying competitive; it's about survival and redefining the role of traditional television in an era dominated by digital alternatives. The channel's efforts to understand its audience through social media engagement, a more agile method than traditional ratings, are crucial for navigating the economic and technological realities of the Venezuelan media industry.

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The situation of television, more than what you can say, specifically Canal I, is a difficult situation. Why? Because when you have on-demand television and you have the possibility through streaming platforms to choose the time and the content you want, from the point of view of television, the paradigm changes, even the consumption habits of information and the content you normally watch on television.