By Christine Otto, Director of Sales, Latin America, TiVo
In an era defined by choice, it’s not content that’s scarce – it’s attention.
For Pay TV providers in Latin America navigating a complex media ecosystem of streaming platforms, social video and mobile-first audiences, the path forward isn’t simply more programming. It’s smarter access to content. More than ever, success hinges on how and where viewers discover what to watch. And that makes an interactive user experience more powerful than it’s often given credit for.
Many viewers remember scanning TV Guide or watching the guide channel, waiting as every other channel scrolled past before finally landing on what their favorite network was airing. As frustrating as this could be, the experience introduced viewers to new channels, shows, movies and even advertisements they wouldn’t have discovered otherwise. We could even see new content that was interesting to us that we didn’t know to look for.
While program guides have filled the void of these relics of the past, many people don’t use it as a source of discovery. Why? Because they are unaware of its full capabilities, and providers aren’t leveraging it to its full potential.
Traditionally viewed as a technical feature, interactive program guides (IPGs) today hold untapped strategic power. It can be a silent engine of discovery, a differentiator in crowded markets and a bridge between linear and digital experiences. However, to realize this potential, IPGs must evolve to meet users where they are going in lieu of program guides. And where is that? Their second screens.
Second screen behavior isn’t a problem, it’s a clue
Industry conversations often frame second-screen behavior as a distraction. And with 83% of Latin American households watching TV accompanied by a second screen, it’s a trend that isn’t going anywhere. But what if we looked at second screen usage as a signal for the information people want while watching TV instead of a distraction?
Viewers are searching, checking and comparing. They’re researching other films featuring the same actor, checking stats from simultaneous games, diving deeper into political coverage – all while tuned in to their movie, sports match or show. This behavior doesn’t reflect disengagement from television; it signals a hunger for context, additional information and relevance for the programs they’re watching.
Far from being a distraction, this behavior in fact unlocks an opportunity for providers: use program guides to capitalize on these interests and make it easier for them to access this information on their second screens through the viewing interface. The second screen doesn’t have to compete with the first. In fact, if we rethink the role of the IPG by adding in more information and capabilities that make it interactive, it can absorb and elevate those behaviors, creating richer and more connected experiences without ever leaving the TV screen for the second screen.
The user interface as a strategic point of engagement
Every Pay TV provider collects data: viewing habits, genre preferences and regional interests, to name a few. But data is just the start. The real question is: Where does that data translate into value for the viewer?
The answer is the user experience.
When designed as a responsive and adaptive interface, this component of the user experience can become a behavioral surface: one that adjusts in real time to what the audience cares about. An afternoon telenovela viewer in São Paulo who once loved Malhação will be served the most popular and relevant new novelas. An avid home baker in Buenos Aires watching a cooking show could be prompted with branded recipes via a QR code for making dulce de leche from scratch. A Club América fan might surface live match stats for the player from his hometown. Program guides that display real-time stats from your favorite sports leagues help keep viewers immersed, enhancing engagement without ever leaving the main screen.
This is not futuristic thinking. The technology exists. What’s missing is the mindset. We need to treat the viewing interface not as a leftover or nice-to-have, but as a lever for discovery and meaningful interaction as part of the TV experience.
Monetization is a byproduct of usefulness
For those seeking value when investing in this type of engagement, program guides don’t just retain viewers. They open new revenue streams.
When viewers explore content through enriched guides featuring recommendations, sponsored placements or interactive calls to action, they’re engaging with the platform itself. That engagement is monetizable, but only if it’s built on trust, utility and relevance.
This is where local Pay TV providers have a unique opportunity. Unlike global streamers, local providers throughout Latin America can embed regional relevance, language nuance and cultural cues directly into the discovery layer. That’s not just a good UX, it’s a competitive value-add to their offerings.
Latin American providers are well-positioned to act. While some markets chase emerging trends in order to claim they were there first, the opportunity in Latin America lies in adopting proven technologies in ways that are purposeful and locally relevant. With tools that can deliver on these promises, providers in the region can move decisively – not to catch up, but to leap ahead. Take TV 3.0, for example, its potential to unlock new levels of interactivity and personalization is precisely what key players in Latin America are beginning to explore, positioning them to redefine the viewing experience.
Closing the gap between potential and reality
The future of Pay TV is not one-size-fits-all. But across markets, one truth is emerging: attention is earned at the point of discovery. And that makes IPGs a key component for capturing and engaging viewers.
There’s no shortage of discussion in this industry about fragmentation and the future of television. But sometimes, the answer isn’t to build something new. It’s rethinking what we already have and reclaiming what worked in the past.
Program guides are still the first thing many viewers see. Let’s make it the most valuable thing they interact with. Because when discovery becomes locally relevant, intelligent, immersive and intuitive, it’s doing more than just serving content. It starts to shape consumer behavior. And that’s where the real opportunity lies.
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