Crackle, Starz, Noggin are just some of the content providers that will include the various telecommunications operators as part of new commercial proposals that will integrate less pay TV signals, at a lower cost and mounted on a broadband connection. And as an alternative, sometimes additional, to the proposal of Netflix and, even, of Amazon Prime Video.These names are not popular yet, but they belong to large companies. Crackle is from Sony, Starz today is independent (former Liberty Media) and Noggin (infantile) of Viacom, giants of the entertainment and entertainment industry wherever you look. Some of them are already present with some operators that operate in different areas of the country.Its popularity will be growing and will go hand in hand with the new business models that will be activated by the various telecommunication service providers at a time when competition will begin to deepen after 2019, basically with combo proposals.These are the so-called OTT hybrid models, that is, those that combine signals via streaming with on demand content plus add-on packages, that is, OTT alternatives that can be hired in an additional way. modality does not interest. It is an eco-friendly mode of distribution and corresponds to the new patterns of entertainment and television consumption that have been recorded in recent years. The advantage of these models of TOTs is that they are more expensive than a traditional TVTV alternative. It will be helpful for consumers, especially millennials, who are reluctant to hire conventional television services.In general, these are packages that offer only between 18 and 20 television channels - not the 300 of the most complete offers - with good broadband access and the chance to upload these content services, be pure OTT (the who were born only under this format) or those who added this possibility but who emerged from the world of traditional pay TV.In Argentina, there are already two companies that are venturing into this model: Claro and Gigared. But in the first two months of 2019 it is expected that there will be many more companies venturing into this initiative.Of course, for example, it offers its clients the packaged services the chance to hire Crackle and Noggin, for a monthly bonus of $ 120 the first and $ 90 the second. And cancel them if they do not satisfy the expectation.Currently, the company is proposing an Internet package plus telephony (for now it is not marketing the TV). This gives customers access to Clarovideo and Claromúsica. In this scheme, customers can add the Sony OTT and Viacom that, like Netflix, run on broadband.Gigared is the other one that is offering this possibility, although with a wider offer. In one of them, adds to the offer of broadband and television Crackle and Fox Premium for a specific monthly cost. And about it you have the chance to add other content.Another of the alternatives offered by this company, whose activity is concentrated mainly in the Argentine coast (Entre Ríos, Corrientes and Santa Fe) is to contract the triple play service and add the content providers that are wanted, from Sony to the Premium signals that are broadcasted over the internet, such as HBO or Golden Premier, among other alternatives.Although the cost of the monthly package increases because it is a connection with more bandwidth, it provides the value of adding that other signal that you want to incorporate into the package. It is a similar scheme to that, for example, applied to the hiring of football.Although Noggin is present only as an add on Clarovideo, it could be part of other streaming proposals starting next year. From Viacom they are in negotiations with several lenders to expand their universe of users.The companies that will add this alternative from 2019 in Argentina will be Movistar and DirecTV. And do not rule out that Telecom also do with Flow.Both Movistar and DirecTV have already activated these commercial strategies in Chile and Colombia. And, as iProUP could know, the decision is to apply in all countries where both firms have operations. In other words, both will lower this proposal in 2019.Movistar TV will include forward the possibility of hiring other OTTs outside of the offer that it already offers, and that combines telephony with broadband, television and Netflix. In the future, the aforementioned OTTs would be added in addition to Amazon Prime Video in a similar scheme.And the same will happen with DirecTV, which will launch DirecTV Go in Argentina in the first quarter of the year, as reported by iProUP. To the service the company offers, as it is seen in the subsidiaries of Chile and Colombia, some of the mentioned alternatives will be added.Flow, meanwhile, could also advance in a similar scheme. This does not mean that it abandons its current model but that it incorporates a new one as a way of responding to that audience that no longer wants to buy a package of 300 signals, but does want a good broadband service on which to consume what more interestedAt a time when Flow confirmed that it will incorporate Netflix to its commercial proposal before March, its grilal will appear a new channel that will allow to enter the most famous OTT. And it will also include additional features, such as placing the name of an actor in the general search engine and so that everything that is on it is displayed, both in the television proposal and Netflix.The company again expressed that they are in talks with Amazon Prime Video but until now they have not yet reached an agreement. And in the future, other OTTs of so-called cigars could be raised in a similar scheme.The new package marketing models that are explored by different telecommunications providers are directly related to the strong changes in consumer behavior exercised by users. In addition, with the growing demand for content that occurs outside of traditional circuits known until now.A report by FX Network Research showed that between 2014 and 2018 the distribution of original content fell by 17% in the basic subscription of pay TV, while it grew by 385% in this same period in the streaming platforms. A sample of how the content is moving.With an additional data not less: in 2018 there were 495 original series worldwide, in a rhythm that is similar to that recorded from 2014 onwards, although clearly the balance is tilted in favor of online services when it comes to producing series .In other words, while between 2014 and 2017 the basic cable service hoarded the content of original series, a period in which the option of online services had been growing steadily, the balance tilted in favor of the latter. decided in 2018.Hence, their participation in the distribution of content on the different platforms - basic cable, payment for premiere and broadcast - has reached 30% in this year that is going.The speed of changes in consumer behavior forces companies to act with high levels of agility. Those that are able to adapt to what users want will be able to better capitalize on the movements. It's time to focus services on those who, ultimately, pay for them.