TV After Twitter, Facebook and Youtube

Argentinean TV producer, Marcos Gorban, talks about the impact of social network on the creation of contents, the way of understanding rating and the relationship with viewers

Por Redacción

“This is the end of TV,” sentenced Gorban, who was general producer of Big Brother Argentina, Factor X, Operación Triunfo, among others. However, he believes it is not the end of TV shows, but “the end of the broadcasting idea, of an antenna broadcasting a programme at a certain time and bunch people sitting down to watch it”. The show of the Argentinean comedian Peter Capusotto has more viewers in Youtube than in TV. According to the producer, there are people who only watch TV on social networks.

Gorban is currently the general producer of Mundo Leo, a programme about Lionel Messi on Deportv, a new state sports channel. He said that although the channel has around 5,000 “loyal viewers” because it is new, videos have greater resonance in Youtube, and, for instance, one of them had more than 1 million views.

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In his view, “there will always be programmes,” but “we can longer understand a success in TV in terms of rating”.

Social networks “have globalized communication” so “production is to be approached from another perspective, something we are not understanding yet”.

These days he is also working as general producer of Combate, a reality show with two teams that face in different challenges, on channel 9 in Argentina. The programme has more rating on social networks than on TV, he added.

That is why he hired a community manager. “Rating as a way of assessing the success of a show considers a way of watching TV that no longer exists”.

Reality Shows

In 2003, Telefónica representatives showed him the GSM technology, platform for text messages. “Why am I going to text you if I can call you?” he thought back then.

The first time GSM appeared on Argentinean TV was on Big Brother debate in 2003. By then, viewers could send a text message and it would appear live. “That day Telefónica phoned to congratulate us because 1500 sms were sent in Argentina thanks to the programme and four years later Marianela Mirra would win the Big Brother final voted through 12 million sms,” told us Gorban.

The Argentinean cannel Telefe is currently working on a reality show format in which contestants must obtain a million friends in social networks to win. Locked in a container with a computer, participants must convince the largest number of “friends” to face several challenges.

Lea la versión en español .

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