Will the battle of telecommunications companies focus on the content they offer? Will consumers choose the service packages according to the schedule or based on the bandwidth they provide?After decades of hearing that "content is king", it was time to know if, indeed, his majesty will rise to the throne.The biggest players are already on the field: Telefónica, Telecom, Claro, Telecentro and DirecTV. Although their strategies are different, much of the competition will go through audiovisual proposals.The novelty of this year is that Claro and Telefónica entered the television business. The first took advantage of the furor of the World Cup in Russia to launch its first packages that combined live TV, Internet and telephony, which added, in turn, Clarovideo and Claromusica, as part of its comprehensive value plan.Telefónica, in turn, launched Movistar TV in October, which integrates live television, telephony and Internet plus Netflix. Movistar Series stands out among its exclusive offer, which promises to include a premiere per month.DirecTV also does not want to be left out: it will launch more aggressively with a new proposal. While the subscription TV provider has focused more heavily on its own productions over the past few years, it will now raise the ante.Beyond continuing with satellite technology and new fiber optic deployments for your pay TV business, your strategy will be to separate your content in OTT format, Netflix style. That is, a platform that does not depend on your network, but also works with any Internet provider. A risk, according to the view of some experts, but that has a strong conviction of the company. The sport will be another of DirecTV's bets that, without a doubt, will continue to focus on this type of emissions. But, like its competitors, part of its strategy will be based on the production of content.These three companies joined the proposal already offered by two other key players in the television business: Telecom / Cablevisión and Telecentro.Telecom / Cablevisión recently celebrated the two years of Flow, an application that allows access to all content in streaming format on demand and is subsidized for subscribers to HD subscription. It also proposes plans for those who are not clients of the firm.Your offer consists of the pay TV signals known to watch at any time and not only at the scheduled time. And for different screens.Finally, Telecentro was the first to add the Netflix service to its triple combo and led the industry to accelerate integration. But, until now, it has no exclusive content to offer. The hook offered by the American streaming system seems to have yielded enough, at least until now. The question is whether you can stay in this scheme.Pay TV strategiesWith more than 1.2 million users in Flow since its launch, two years ago, the company shows high levels of use in different devices. 81% prefer to look through smartphone, 31% from the computer and 20% via the tablet.It is a shared consumption: each user uses 2.4 computers on average to enter Flow, according to company data. But it is clear that the mobile monopolizes the preferences.Regarding the specific contents, the company already participated during this year of five co-productions that were issued under different formats, according to the partner with whom he addressed each project in particular."Cablevisión has reinforced its content strategy in 2018. In this framework, 'El Lobista' was launched in May together with eltrece, TNT and Polka", explained iProUP from the company.To this was added, in alliance with Telefé and Kuarzo, the series "Rizhoma Hotel", composed of 21 self-contained, much shorter chapters, about 20 minutes long, although with a dynamic based on a link between several of them.That is, they were independent, since each one told a story that began and ended. But, at the same time, it was linked to previous episodes or generated consequences in the following ones.In DirecTV the dynamics were similar: raise the bet in what refers to the original content, an added value that can make a difference in a market plagued by competition."Three years ago, we started the journey of original productions at the show level, with the Argentine miniseries 'La Casa del Mar', which, with two seasons, was the first complete and original production of the company in Latin America," they affirm. iProUP from the company.This meant the gateway to the world of content generation, in addition to having been a rating success in all the countries where it was issued, they say. At such point was its impact that it was nominated for the Emmy Internationals awards for best drama series."Alma de Potrero", in 2017, and "Todo por el Juego", in 2018, were two other shipments in which the pay TV company was concentrated. All this without forgetting that it has its own production channel, DirecTV Sports, which produces and broadcasts international sporting events and broadcasts programming 24 hours a day.As mentioned above, at Telecentro, for now, they do not plan to enter exclusive content.The telco offerFrom Movistar will also bet on differential content to add new customers within the framework of competition that will begin to deepen from next year with the arrival of convergence.As of January 1, more cities will be enabled so that all telecommunications providers can sell their packaged services.For its part, Movistar Series exclusively issues "Arde Madrid" since November 8. Earlier this month he also began offering the second season of "Shame" and "Felix," starring Leo Sbaraglia.While in December there were two premieres, the company seeks to meet a rhythm of a new series per month. There will sometimes be that amount that will double: everything will depend on how you manage to harmonize your strategy."In 2019, we will make the most of premieres simultaneously with Spain, although there will be exceptions, as in those cases where adjustments have to be made due to seasonality," Gustavo Castro, content manager of Movistar TV, explains to iProUP.The objective of the company is to add the largest amount of Latin American programming. In fact, within the framework of the Ventana Sur meeting that took place these days in Buenos Aires, the Spanish firm probed into which co-productions to advance."We have already been analyzing projects with some local producers, with regional identity, we are interested in having more content," the executive anticipates.One of the segments with which Movistar seeks to differentiate itself is that of e-Sports. It already has an exclusive channel for that growing market, focused for the moment on "League of Legends", the most box office game of all time."The project is to expand and show other leagues, we are convinced that our audience will be interested," Castro anticipates iProUP.Negotiating with signal providers is more difficult, since these firms cling to the commercialization scheme of traditional pay TV, in which the prices contemplate the area of ââinfluence and potential sum of clients. This prevents -for now- advancing in a "digital" strategy, but it is not ruled out in the future.To access the contents, Movistar Play can be used through the smartphone, but there is no need to contract a cellular subscription from the firm."We do not integrate mobile telephony here because we care that people know that we give television, mobile phones are not a service of the home and the content package proposal, yes," they explain from the company.For its part, Claro emphasizes that the programming of the platform is renewed every month, allowing you to enjoy movies a few weeks after its premiere in cinemas, as well as entire seasons of series, recitals, children's content and documentaries."As for the current offer, Latin American productions have a greater presence in the taste of users, and the contents produced by the big Hollywood studios are always available," they added.The video platform includes a rental system for 48 hours for the most recent premieres, more known as pay per event. This allows the user to pay for content when they are really willing to see it.These services can be accessed from Android and iOS devices, any computer that has a Web browser and Smart TV applications. But it has a cap of five devices simultaneously.This is how the different providers arm themselves in the face of a market that will become more competitive due to the changes in consumption exercised by users and the regulations that are applied.While the rules also condition certain movements, today the market is strongly motivated by the transformation of customer behavior. The content begins to occupy its throne.