{"id":32931,"date":"2022-03-07T01:04:00","date_gmt":"2022-03-07T01:04:00","guid":{"rendered":"https:\/\/www.capgemini.com\/mx-es\/?p=32931"},"modified":"2025-04-03T18:19:16","modified_gmt":"2025-04-03T18:19:16","slug":"la-nueva-era-de-los-medios-de-comunicacion-como-el-paso-del-push-al-pull-cambia-el-juego","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/mx-es\/insights\/expert-perspectives\/la-nueva-era-de-los-medios-de-comunicacion-como-el-paso-del-push-al-pull-cambia-el-juego\/","title":{"rendered":"La nueva era de los medios de comunicaci\u00f3n: \u00bfc\u00f3mo el paso del push al pull cambia el juego?"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>La nueva era de los medios de comunicaci\u00f3n: \u00bfc\u00f3mo el paso del push al pull cambia el juego?<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"null?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\"><\/h5><h5 class=\"blog-date\">2022-03-07<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/mx-es\/?p=32931\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/mx-es\/?p=32931&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/mx-es\/?p=32931&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>La tecnolog\u00eda ha transformado radicalmente la industria de los medios de comunicaci\u00f3n en la \u00faltima d\u00e9cada. Servicios de streaming como Netflix, Hulu y Amazon han dado un giro de 180\u00ba al modelo tradicional de los medios de comunicaci\u00f3n; nuevas y emocionantes capacidades de realidad virtual y aumentada permiten al p\u00fablico interactuar con sus contenidos favoritos como nunca.<\/p>\n\n\n\n<p>A pesar de lo impresionante y r\u00e1pida que ha sido esta revoluci\u00f3n del streaming, con millones de espectadores que cada a\u00f1o cortan el cable tradicional, su \u00e9xito se reduce a una cosa: la experiencia del espectador.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-medios-de-comunicacion-push-vs-pull\"><strong>Medios de comunicaci\u00f3n push vs pull<\/strong><\/h3>\n\n\n\n<p>La gente quiere dictar la vida en sus propios t\u00e9rminos: hay algo liberador en hacer lo que uno quiere, cuando quiere. Esto est\u00e1 impulsando la migraci\u00f3n de los medios de comunicaci\u00f3n de masas que vemos hoy en d\u00eda. Sentarse, acceder a una amplia biblioteca de contenidos y encontrar el programa perfecto es una experiencia que da poder.<\/p>\n\n\n\n<p>En lugar de distribuir los contenidos en bloques predeterminados y obligar al p\u00fablico a sacar tiempo para verlos, estos nuevos titanes de los medios de comunicaci\u00f3n han invertido el gui\u00f3n, atrayendo a los espectadores con amplias bibliotecas a las que pueden acceder cuando quieran. Este concepto puede parecer b\u00e1sico, pero es el verdadero diferenciador en la era de los nuevos medios.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-compromiso-alimentado-por-los-datos\"><strong>Compromiso alimentado por los datos<\/strong><\/h3>\n\n\n\n<p>La transici\u00f3n del push al pull representa un profundo cambio en la industria de los medios de comunicaci\u00f3n, pero el verdadero valor para las empresas de comunicaci\u00f3n reside en algo mucho m\u00e1s sencillo: los datos.<\/p>\n\n\n\n<p>Cuando uno se inscribe, por ejemplo, en Netflix, obtiene acceso a un enorme cat\u00e1logo de contenidos. Al mismo tiempo, Netflix obtiene la capacidad de recopilar datos sobre usted. A medida que ve los programas, Netflix toma esos datos y, junto con la informaci\u00f3n demogr\u00e1fica que proporcion\u00f3 al registrarse, construye un complejo perfil suyo. Este perfil alimenta entonces las recomendaciones, ofertas y comunicaciones personalizadas.<\/p>\n\n\n\n<p>Estos conjuntos de datos ricos que permiten la personalizaci\u00f3n son el santo grial para la industria de los medios de comunicaci\u00f3n de hoy en d\u00eda. En los deportes, por ejemplo, nuestro galardonado Instituto de Investigaci\u00f3n ÎÚÑ»´«Ã½ descubri\u00f3 que m\u00e1s del 60% de los aficionados <a href=\"\/mx-es\/insights\/biblioteca-de-investigacion\/tecnologias-emergentes-en-el-deporte\/\">aumentar\u00e1n su compromiso con un equipo despu\u00e9s de tener una experiencia positiva y personalizada al ver un partido<\/a>. Con m\u00e1s puntos de contacto que nunca, las organizaciones de medios de comunicaci\u00f3n deben confiar en los datos de audiencia personalizados -no s\u00f3lo en la programaci\u00f3n- si quieren tener \u00e9xito en esta nueva era.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\" id=\"attachment_449475\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"427\" src=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2022\/03\/OTT-17.jpg?w=960\" alt=\"\" class=\"wp-image-35785\" srcset=\"https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2022\/03\/OTT-17.jpg 1024w, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2022\/03\/OTT-17.jpg?resize=300,125 300w, https:\/\/www.capgemini.com\/mx-es\/wp-content\/uploads\/sites\/28\/2022\/03\/OTT-17.jpg?resize=768,320 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-construir-una-plataforma-para-el-exito\"><strong>Construir una plataforma para el \u00e9xito<\/strong><\/h3>\n\n\n\n<p>Aunque los gigantes de la transmisi\u00f3n en tiempo real pueden haber tomado la delantera, en el actual panorama de los medios de comunicaci\u00f3n en evoluci\u00f3n sigue habiendo una gran oportunidad para que los actores se transformen en organizaciones personalizadas y centradas en los datos. En lugar de apostar por los muros de pago y las estrategias de ingresos que arruinan la experiencia, las empresas deben invertir en comprender a sus audiencias a nivel individual.<\/p>\n\n\n\n<p>No es una recomendaci\u00f3n f\u00e1cil de seguir, y ninguna empresa de medios de comunicaci\u00f3n ejecuta realmente este modelo de personalizaci\u00f3n a la perfecci\u00f3n, pero si se mira hacia el futuro y se identifican los principales retos e iniciativas, las organizaciones pueden empezar a hacer realidad sus objetivos de transformaci\u00f3n e interactuar con su audiencia como nunca.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.capgemini.com\/experts\/media-entertainment\/madan-sundararaju\/\">Madan Sundararaju<\/a> es vicepresidente y l\u00edder del segmento de medios de comunicaci\u00f3n en ÎÚÑ»´«Ã½. Durante los \u00faltimos 10 a\u00f1os, se ha especializado en las tendencias digitales y emergentes en los medios de comunicaci\u00f3n y en la implementaci\u00f3n de M&amp;E b\u00e1sicos para una serie de empresas de Fortune 500.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":32932,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[],"brand":[],"service":[107],"industry":[123],"partners":[],"blog-topic":[159],"content-group":[],"class_list":["post-32931","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","service-transformation-innovation","industry-telecoms","blog-topic-technology"],"yoast_head":"<!-- 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