¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS EN LAS WEB SERIES PARA YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

June 29, 2019 | Author: Enrique Aimone | Category: You Tube, Google Chrome, Internet, Facebook, Teléfonos móviles

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RESUMEN Las audiencias han modificado sus hábitos diarios de consumo de contenidos audiovisuales. Las redes sociales y ...

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PONTIFICIA UNIVERSIDAD CATÓLICA DE CHILE FACULTAD DE COMUNICACIONES DEPARTAMENTO DE CREACIÓN AUDIOVISUAL – CARRERA DE DIRECCIÓN AUDIOVISUAL TALLER DE REALIZACIÓN AVANZADA

TESINA:

EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS Profesor del Taller: Rodrigo Moreno del Canto Profesora Guía: Johanna Whittle Navarro

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

AGRADECIMIENTOS A los entrevistados: Sergio Godoy, profesor Pontificia Universidad Católica de Chile; Ramiro Iturregui, CBDO en Dos al Cubo, Argentina; Rosental Alves, profesor Universidad de Texas en Austin; Pedro Abreu, gerente general del Grupo Nación, Costa Rica; Matthew Sanders, gerente general de Deseret Digital Media, EE.UU; Jeremy Mims, cofundador de OwnLocal, EE.UU; Laura Montoya, gerente de Brandforge, EE.UU; Isabel Siklodi, profesional Industrias Creativas en CORFO, Chile; Chus del Rio, managing partner en Innovation Media, España; Franco Valsecchi, productor ejecutivo Valcine, Chile; Nikolas Rojas, director creativo Woki Toki, Chile; José Manuel Muñiz, consejero para otros formatos audiovisuales en el Consejo de las Artes y la Industria Audiovisual, Chile; Carlos Calderón, gerente general en Dataimágenes, Perú; Gonzalo Carracedo, gerente general Atómica, Chile; Luis Breull, profesor Pontificia Universidad Católica de Chile; Francesc Morales, creador de varias web series chilenas; y Susana Foxley, profesora Pontificia Universidad Católica de Chile, quienes ayudaron a desarrollar esta investigación desde experiencias concretas, respuestas específicas y conocimientos únicos. Pese a que no todos fueron citados en el texto, sus declaraciones -que se encuentran disponibles en Youtube- están presentes de forma implícita en el camino que se tomó para construir esta tesina. A los profesores Johanna Whittle y Rodrigo Moreno. Sus acertados comentarios y constante colaboración lograron que esta investigación llegue a buen puerto. Gracias por los análisis, reuniones, revisiones, sugerencias y sobre todo por la confianza que me dieron. A Matías Bobadilla, Felipe Leiva y Matías Coloma por sus connotados consejos y aportes en momentos propicios. Por último, a mi familia. Enrique, Gabriela B., Gabriela A., Xavier y Caterina, que me han apoyado no solo este semestre, sino que durante toda mi vida universitaria.

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

ÍNDICE Resumen

6

Introducción

7

Marco Teórico

9

Objetivos

11

PRIMERA PARTE 1.

2.

El panorama actual de la televisión y la transición hacia los nuevos formatos

12

1.1. Cambios en la televisión: cifras

12

1.2. El consumo desde los Smartphones.

17

1.3. La cultura de la gratuidad.

19

1.4. La publicidad nativa.

21

1.5. Diferentes tipos de contenidos audiovisuales para la web.

22

2.1. Breve reseña histórica.

23

2.2. ¿Qué es una web serie?

25

2.3. Web series chilenas.

30

Las web serie

SEGUNDA PARTE 1.

Levantamiento de fondos para las web series. 1.1. Costos de una web serie en Chile.

33

1.2. Financiamiento desde las empresas.

35

1.2.1.

Product Placement .

1.2.1.1. Product Placement en video virales.

39 40

1.2.3. ¿Cómo llegar a las marcas?

43 46

1.3.1. Fondo de Fomento Audiovisual

46

1.3.2. Corfo.

49

1.4. Otros. Distribución: ¿Facebook o Youtube?

Conclusiones

35

1.2.2. Branded Content . 1.3. Fondos estatales.

2.

33

50 52 57

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

RESUMEN Las audiencias han modificado sus hábitos diarios de consumo de contenidos audiovisuales. Las redes sociales y plataformas de video online entregan una mayor y más segmentada oferta que la televisión convencional. Uno de los contenidos que por definición se posiciona en estos nuevos canales son las web series que, a pesar de lograr un gran alcance, aún tienen un difuso modelo de negocios. En esta investigación se presenta un diagnóstico, estudio de casos y propuesta de estrategias para que productores chilenos puedan levantar financiamiento para la producción de sus web series. Palabras clave: web serie, nuevos formatos audiovisuales, product placement , branded content , fondos estatales.

ABSTRACT Audiences have significantly modified their daily habits of audiovisual content consumption. Social networks and online video platforms deliver a larger, yet more segmentated, offer than conventional television. One of the contents that, by definition, is positioned within these new channels are the web series. Although, despite having a wide reach, they still operate with a diffuse business model. In that regard, this research aims to present a diagnosis, case study and proposal of strategies so that Chilean producers can raise funds for the production of their web series. Key words: web series, new audiovisual formats, product placement, branded content, state funds.

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

INTRODUCCIÓN Desde mediados de la primera década de este siglo, se han abierto nuevas oportunidades para que productoras con poco presupuesto, a través de internet, tengan una ventana de exhibición en Chile y el mundo. Cortometrajes, sketches audiovisuales, web series, entre otros formatos de corta duración pensados para la web, son viralizados día a día por los usuarios de redes sociales. Sin embargo, los realizadores se enfrentan a un plan de negocios aún difuso. La televisión convencional tenía muy claro de dónde venían sus ingresos: publicidad, en el caso de la televisión abierta; pago de suscripción y publicidad en la televisión por cable; y subvenciones estatales en casos internacionales como la BBC. Pero con el surgimiento de nuevas plataformas en reemplazo de la televisión surge la pregunta de cómo lograr financiar contenido audiovisual en internet. Una interrogante aún mayor es cómo hacerlo antes de que se estrenen. Debido al extenso tipo de contenido que se puede encontrar en internet –cada uno con sus lenguajes y formas de levantar fondos distintas– en esta investigación nos acotaremos en las web series, un formato que por definición pertenece al mundo online y se ha masificado en los últimos años. Hay productoras dedicadas a su creación, donde se necesita un director, un productor, un guionista, director de fotografía, y muchos otros roles del audiovisual necesarios para la creación de este formato. Por lo mismo, dejaremos fuera otros tipos de contenido audiovisual también destinados a internet, como los youtubers y reviews –que dependen principalmente del rostro –, y los videoclips, donde muchas veces la canción es lo que principalmente atrae al espectador. Luego de un levantamiento de información de 57 web series chilenas entre 2011 y 2016 1, se han

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

ayudarlos a que tomen decisiones que afectan desde la concepción a la distribución de contenidos audiovisuales que tengan vocación masiva y formas mixtas de financiamiento. Debido a la novedad que implica este tipo de investigaciones, esta investigación tendrá un carácter exploratorio. El método utilizado en este estudio es cualitativo y basado principalmente en entrevistas presenciales, que se realizaron en Conferencia Hemisférica SipConnect 2016 de la Sociedad Interamericana de Prensa, llevada a cabo Miami, Estados Unidos, del 29 junio a 1 de julio del 2016. Además, contó con entrevistas presenciales en las oficinas de Atómica –realizadora de "Hola Sandra"–, en las dependencias de Corfo, en las oficinas de Woki Toki, además de conversaciones en oficinas particulares. Este trabajo se realizó desde el 29 de junio hasta el 8 de diciembre de 2016.

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

MARCO TEÓRICO Con el auge del internet y las redes sociales, la televisión ha ido perdiendo su lugar preponderante en la entretención de las personas. Poco a poco han surgido nuevos formatos audiovisuales destinados a públicos más específicos y con costos de producción muy inferiores a los tradicionales. La importancia de la internet en la sociedad actual permite una proliferación de diversos contenidos que hace algunos años hubiese sido imposible de replicar, con una diversificación de los generadores de contenidos, tal como señalan en su investigación "Desarrollo de series online producidas por el usuario final: el caso del videoblog de ficción" Patricia Diego-González y Mónica Herrero-Subías (2010) 2. Como medio de distribución, Internet es una red de redes con gran flexibilidad y la consiguiente repercusión en la estructura de costes. Además, la implantación no tiene vinculación con un territorio geográfico determinado, y la propia estructura de la red de redes la hace universal y accesible desde cualquier punto. De este modo, las barreras legales (reparto del espectro, concesiones, etc.) o geográficas son inexistentes; sólo las lingüísticas dificultan que los contenidos viajen indistintamente por cualquier lugar del globo. (...) En este sentido, la convergencia que supone Internet no hace referencia sólo a un proceso tecnológico, sino a un cambio cultural. (p. 330)

Enmarcado en este cambio cultural dentro de internet aparecen las web series. Si bien aún no existe una definición consensuada –en el desarrollo de esta investigación se dedica un apartado a este asunto– de la web serie, una más general y aceptada por la mayoría de los realizadores podría ser la que entrega Paula Hernández (2011) 3 en "Las Webseries: Evolución y características de la ficción española producida para Internet": "Se entiende como web serie todos aquellos seriales de ficción audiovisual creados para ser emitidos por Internet. Con una unidad argumental, continuidad (al menos temática) y más de tres capítulos".

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

más visitado en Chile y el mundo después de Google, y Facebook la segunda plataforma de videos más visitada4. Sumado a eso, hay que agregar que de las 57 web series chilenas producidas entre 2011 y 2016, 53 fueron estrenadas a través de Youtube, por lo que no se puede dejar de lado esa plataforma. Por otra parte, como veremos más adelante en la investigación, Facebook ha reprogramado sus algoritmos para que a sus usuarios les aparezcan más videos subidos desde la propia red social, restándole visibilidad a los links de videos de Youtube. Hay cifras que demuestran un boom en los videos de Facebook en desmedro de Youtube y que eventualmente podría ser una real amenaza en unos años 5. Una novedad de estas nuevas plataformas remite a la distinta manera de visualización de los productos. Tal como las redes sociales apuntan a mantenerse en los dispositivos móviles, los contenidos audiovisuales también se han debido modificar. Nolberto Murolo menciona: "De esta forma, el video de las nuevas pantallas también toma como primera premisa la corta duración. (En internet) la mayoría de la información que circula parece tener que ser concisa" (Murolo, 2012) 6.

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

OBJETIVOS OBJETIVO GENERAL •

Ser una guía para productores audiovisuales que quieran levantar financiamiento para sus web series en Chile.

OBJETIVOS ESPECÍFICOS •

Examinar formas de financiamiento privado y público para web series en Chile.

•

Definir y estudiar las principales características de las web series.

•

Analizar el panorama actual de la televisión, en medio de la arremetida de los contenidos online.

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

PRIMERA PARTE 1. EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS. 1.1. Cambios en la televisión: cifras. La industria televisiva está en crisis. En Chile y el mundo las cifras que muestran una fuga de audiencias son concluyentes. Desde 2005, el rating de la televisión nacional abierta ha tenido una curva descendente pasando de promediar 12.36 puntos a 9.31 en 2016 (ver gráfico 1) 7 , donde las generaciones más jóvenes son las que menos ven televisión (ver gráfico 2) 8. En 2015 los canales nacionales acumularon pérdidas por 48 millones de dólares, donde solo uno obtuvo utilidades 9. La inversión histórica de publicidad chilena muestra una disminución en el caso de la televisión y un aumento exponencial en internet (ver gráfico 3) 10. A nivel internacional, la participación publicitaria de

7

Cuadro confeccionado con información del Consejo Latinoamericano de Publicidad en Multicanales (LAMAC), asociación sin fines de

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

internet en 2015 está por igualar a la de la televisión (ver gráfico 4) 11 y en Estados Unidos ya la superó en 2013 (ver gráfico 5) 12. Gráfico 1: Rating por años TV Abierta y TV Paga en Chile 14% 12,36%

12%

11,79%

11,61% 11,04%

10,85%

10,84%

11,17% 10,65%

10,55%

10%

10,15%

9,59% 9,31%

8% TV Abierta 5,68%

6%

5,94%

5,9%

4,8% 3,57%

4% 2%

1,91%

2,26%

3,92%

3,89%

2,66% 2,06%

1,84%

0% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

TV Paga

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

Gráfico 2: Encendido promedio de televisión según grupos de edad 30

23,9

25

23,9

24,8

21,8 20

18,9 17,5 16,1

15

10

18,9

14,8 12,9 12,1 10,9 10,7

19,6 4-12

18

15,6

15,6

15,5

16,3

12,8 12,7 11,7

14,8 13,6 12,5

13,6 13,4 11,9

13,7 13,6 13,2

11

11

11,9

10,4

0 2010

2011

2012

18-24 25-34 35-49 50-64 65-99

5

2009

13-17

2013

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

Gráfico 4: Participación mundial publicitaria 0,6%

Cine 29,4%

7,2%

Televisión Diarios Revistas Radios Vía Pública

6,9%

Online 6,6% 6,5%

12,8% Fuente: Asociación Chilena de Agencias de Publicidad

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

Sin embargo, no es que las audiencias estén dejando de consumir audiovisual. En efecto, están consumiendo más que antes. Lo que ha cambiado es la forma y el medio. Según cifras de la Subtel, en 2016 los accesos a Internet en Chile llegaban a 13,1 millones y los accesos 4G alcanzaron los 2,2 millones de conexiones a diciembre de 2015, con un crecimiento anual de 307% 13. Esto debido en gran medida a la tendencia al alza de la penetración de los smathphones: si en 2012, sólo el 38% de los celulares era un teléfono inteligente, en 2015 la cifra llegaba al 61% 14, lo que cada año abre mayores posibilidades de distribución para contenido audiovisual. Desde luego, el aumento de dispositivos inteligentes con conexiones rápidas a internet y la tendencia de menor inversión publicitaria para la televisión tradicional, giran en torno al cambio del consumo del audiovisual de los espectadores de nuestro país: según Comscore15, los chilenos usan internet 10,2 hrs semanalmente, versus las 5,4 hrs en que ven televisión abierta tradicional 16. El smartphone –que tiene un alcance del 80% – es el principal dispositivo para consumir videos digitales. Por otro lado, el televisor conectado a internet alcanza el 57%. Si en 2013 solo el 25% del tráfico total generado por los smartphones de Latinoamérica correspondían a la visualización de videos online – siendo superado por las redes sociales y el uso del correo electrónico –, en 2017 se estima que el consumo de videos generará el mayor tráfico en la red por encima de cualquier otro tipo de contenido 17. El informe de ANATEL (2014)18 ya mostraba la tendencia:

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

acuerdo con sus propias preferencias, rompiendo la lógica lineal y “de uno a muchos” de la grilla de

programación convencional. Chile, según otra medición de Comscore (2013), se encuentra entre los tres países que consumen más video online en el mundo, con un 91,6% de usuarios de Internet que declaran recurrir a este tipo de contenidos. (p. 63)

1.2. El consumo desde los Smartphones. Para Carlos Calderón19, economista peruano especializado en telecomunicaciones, el consumo de contenidos está yendo directamente a los teléfonos móviles, lo que se traduce en la extrema personalización. Según él, la televisión en la actualidad es personal y es móvil. El concepto de televisión que predominaba hasta hace cinco años atrás era el de una pantalla grande acomodada en el living de la casa que era vista junto a otros miembros del hogar. Para Calderón, hoy en día eso se limita

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

Pese a lo anterior, hay que entender bien cómo los usuarios consumen "televisión" a través de los smartphones. El periodista español Chus del Río 21 explica que el teléfono telé fono móvil no n o es sólo s ólo un dispositivo, sino una extensión de la persona que llega a ser parte de su estilo de vida. Es lo último que las audiencias ven en la noche y lo primero en la mañana antes de poner un pie en el suelo. Eso provoca en los hábitos de consumo de los usuarios una serie de necesidades que los medios necesitan entender y conocer bien para ofrecer el contenido adecuado en el momento adecuado. Como indican Galán y del Pino (2011) 22 , gran parte de la ventaja para los usuarios de contar con el dispositivo móvil es calmar sus ansias de obtener lo que quieren lo más rápido posible independientemente de donde se encuentren: Las nuevas generaciones están acostumbradas a disponer de la información “ya, aquí y ahora”, por lo

que el surgimiento de las nuevas tecnologías les facilita el acceso y disminuye su ansiedad. Esto explica

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

buscar una noticia de última hora, o cualquier necesidad pasajera y puntual que pueda cubrir de forma inmediata gracias al celular. Los Me Moment son son los espacios donde el usuario tiene más de tiempo para sí mismo. Puede consumir otro tipo de contenidos en el smartphone pero con calma, como una serie de Netflix, un fragmento de un programa, o una web serie. Para tener una buena rentabilidad, es muy importante que en los Me Moment el usuario obtenga un contenido de calidad que lo haga volver al sitio web, aplicación, o web serie. Para explicar esto, Chus del Río acuña otro concepto: «Del Click al Clocks» . En un principio, los medios digitales incorporaron los modelos de medición y de venta publicitaria donde el valor se generaba al tener muchas páginas vistas. Son los clicks. Y realmente eso no es lo que busca un anunciante, si no que ellos quieren que el usuario emplee tiempo viendo el contenido y pueda percibir mucho mejor el mensaje en un entorno donde

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

Para Mims, Apple gana la mayor parte de su dinero vendiendo hardware, es decir iPhones, iPads y computadores. Para ellos, es más conveniente que la información que circula en internet sea gratis y no esté supeditada a la publicidad. Eso se traduce en una mejor experiencia para el usuario, las páginas se cargan más rápido y se usa menos tráfico móvil. Facebook cree que el futuro va ser en el móvil, por lo que están más focalizados en su aplicación para smartphones, donde los adblockers aun no han llegado. En su sitio web para escritorio, de todas formas se ven algunos tipos de publicidades pese a tener el adblocker instalado, debido a que lo presentan como videos de páginas de marcas que le gustan al usuario o a amigos del usuario. El cofundador de OwnLocal añade que Google no gana mucho dinero vendiendo teléfonos Android. Ellos sí apuestan más a la publicidad. El pensamiento de Google es que mientras más dispositivos

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

1.4. La publicidad nativa. Una de las formas con las que las marcas pueden combatir a los adblockers, es insertando publicidad nativa en el contenido. El sitio especializado en marketing online, Digital-Nature 27 la define de la siguiente forma: La publicidad nativa (Native Advertising ) es una técnica publicitaria que consiste en la inserción de mensajes publicitarios integrados visual y contextualmente en un medio digital eliminando al máximo las diferencias entre el contenido del medio y el mensaje publicitario (...) no sólo buscamos el mero hecho de insertar el mensaje en un espacio de gran impacto sino que además buscamos que no se perciba estrictamente como un mensaje comercial y que tenga cierta relación con el contexto en el que nos anunciamos.

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

2.- Centrarse en la audiencia. ¿Qué es lo que ellos quieren? ¿Cuál es el valor agregado que entrego para que ellos compartan mi contenido? 3.-Desarrollar el contenido pensando en los smartphones.

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

Dentro de las categorías enfocadas a la web que muestran profesionalismo al ser la principal fuente laboral de personas y productoras digitales abocadas a este tema, nos encontramos con los videoclips musicales, que tras la reformulación de la parrilla programática de MTV hace una década, se producen casi exclusivamente para Youtube; los video blogs, que en Chile han ganado gran popularidad por el

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

Según Jórda Marin & Polo Serrano (2009) 35: "El continuo desarrollo tecnológico no solo ha favorecido la aparición de nuevos estándares y formatos de compresión sino que también ha permitido la evolución de métodos más sofisticados para la trasmisión de video online". Al despuntar el nuevo milenio, aparece “Happy Tree Friends” (2000), web serie creada por Rhode Montijo, Ken Navarro y

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

En Chile entre 2011 y 2016 se han realizado 57 web series, en una tendencia que ha ido en aumento, llegando a generar 18 solo en 2016 40.

2.1. ¿Qué es una web serie?

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

Gráfico 6: Diferencias entre series web y televisivas

Menor

Mayor

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

Ruta Admisión Chico Reality

Documen tal Infomerci al / Documen tal Comedia/ Ficción

11 mins c/u

Sarmient o

8 caps 3 mins c/u

Inacap

Inacap

60 caps 40 mins c/u

Mega

Ítalo Galleani

Mega

https://goo. gl/d50bEM Youtube — https://goo. gl/yHy8zq Mega.cl — https://goo. gl/qrH9xQ Youtube — https://goo. gl/LzPoVP

Artesanos

Cultural/ Documen tal

7 caps 8 mins c/u

Aqua Ideas TV

Christian Pino

Hermanos

LGBT/ Ficción

5 caps 25 mins c/u

Cristian Riquelme

Mamones

LGBT/ Ficción

7 caps 7 mins c/u

F Produccion es Efecto Moral

Fondo Nacional de Desarrollo Cultural y las Artes FONDART REGINONAL, VI Región Fondos Personales

Francesc Morales

Fondos Personales

Dignidad

Comedia/ Ficción

9 caps 4 mins c/u

Depresión Intermedia

Cote Ventura

Fondos Personales

Psicóticas Inseguras

Comedia/ Ficción

3 caps 7 mins c/u

Psicóticas Inseguras

Fondos Personales

Superlike

Comedia/ Ficción

4 caps 5 mins c/u

Fast Films

Pamela Barboza Javiera Pinto Enrique Aimone

Gozadores, segunda temporada

Comidas/ Documen tal

2 caps 12 mins c/u

A un Click

Felipe Cuadrado

NIU Sushi*

Redemption, segunda temporada

LGBT/ Ficción

6 caps 80 mins c/u

DGO

Diego Mendoza

Fondos Personales

Youtube — https://goo. gl/dJkett

Tiempos Mozo

Comedia/ Ficción

1 cap (piloto) 10 mins

Pd

Lucas Espinoza

Fondos Personales

SuperHadas

Comedia/ Ficción

1 cap (piloto) 9 mins

SuperHadas

Marina Lande

Fondos Personales

Relatos del olvido

Fantástico / Ficción

9 caps 5 mins c/u

Invisibles Films

Varios. (Francisc o Braithwai te, piloto)

Fondos Personales

Youtube — https://goo. gl/NQmmE4 Youtube — https://goo. gl/TIGrKA Youtube — https://goo. gl/RB69Ne

Cerveza Escudo

Youtube — https://goo. gl/kRAQWB Youtube — https://goo. gl/sK4Qu0 Youtube — https://goo. gl/eFKt9x Youtube — https://goo. gl/nbhmKg Facebook— https://goo. gl/w54ZBV Youtube — https://goo. gl/9e3SQV

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

ENTREVISTADOS Sergio Godoy Profesor Pontificia Universidad Católica de Chile Link a entrevista en Youtube: https://goo.gl/9BKG7m

Ramiro Iturregui CBDO en Dos al Cubo, Argentina. Link a entrevista en Youtube: https://goo.gl/fs1FAl

Rosental Alves Profesor Universidad de Texas en Austin. Link a entrevista en Youtube: https://goo.gl/v62v5r

Pedro Abreu Gerente general del Grupo Nación, Costa Rica Link a entrevista en Youtube:

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

Matthew Sanders Gerente general de Deseret Digital Media, EE.UU. Link a entrevista en Youtube: https://goo.gl/G1jGla

Jeremy Mims Cofundador de OwnLocal, EE.UU. Link a entrevista en Youtube: https://goo.gl/N7AOKx

Laura Montoya Gerente de Brandforge, EE.UU. Link a entrevista en Youtube: https://goo.gl/PIYRvn

Isabel Siklodi Profesional Industrias Creativas en CORFO, Chile Link a entrevista en Youtube:

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

Chus del Rio Managing partner en Innovation Media, España Link a entrevista en Youtube: https://goo.gl/hlKikB

Franco Valsecchi Productor ejecutivo Valcine, Chile Link a entrevista en Youtube: https://goo.gl/GwhfDE

Nikolas Rojas Director creativo Woki Toki, Chile Link a entrevista en Youtube: https://goo.gl/oAnpQj

José Manuel Muñiz Consejero para otros formatos audiovisuales en el Consejo de las Artes y la Industria Audiovisual, Chile

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

Carlos Calderón Gerente general en Dataimágenes, Perú Link a entrevista en Youtube: https://goo.gl/vbXIga

Cristóbal Ross Creador "Gringolania", Chile Link a entrevista en Youtube: https://goo.gl/YFtEtq

Gonzalo Carracedo Gerente general Atómica, Chile Link a entrevista en Youtube: https://goo.gl/JjRYwZ

Luis Breull Profesor Pontificia Universidad Católica de Chile Link a entrevista en Youtube:

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

Francesc Morales Creador varias web series chilenas Link a entrevista en Youtube: https://goo.gl/ukTy0l

Susana Foxley Profesora Pontificia Universidad Católica de Chile Link a entrevista en Youtube: https://goo.gl/6hxDPg

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

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Herrero-Subías, M; Diego-González, P; (2010). Desarrollo de series online producidas por el usuario final: el caso del videoblog de ficción. Palabras Clave, vol 13, p 330 Obtenido 12, 2016, de http://www.scielo.org.co/pdf/pacla/v13n2/v13n2a07.pdf http://www.scielo.org.co/pdf/pacla/v13n2/v13n2a07.pdf Hernández, P. (2011, 09). Las Webseries: Evolución y características d e la ficción española producida para Internet . Revista Faro, vol 13 ,p 2 Obtenido 12, 2016, de http://www.revistafaro.cl/i http://www.revistafaro.cl/index.php/Faro/article/vi ndex.php/Faro/article/view/18/8 ew/18/8 (2015, 11). How Facebook is Stealing Billions of Views. Youtube. Obtenido 10, 2016, d e https://www.youtube.com/watch?v=t7tA3NNKF0Q Murolo, N. (2012, 08). Nuevas pantallas: un desarrollo conceptual . Razón y Palabra, vol 80, p 4 Obtenido 12, 2016, de http://www.razonypalabra.org.mx/N/N http://www.razonypalabra.org.mx/N/N80/V80/24_Murolo_V80. 80/V80/24_Murolo_V80.pdf pdf McBride, G. Rating por años TV Abierta y TV Paga en Chile. LAMAC. LA MAC. Obtenido 11, 2016, de http://www.lamac.org/chile/metricas/rating/ ANATEL. (2014, 11). Un servicio básico y hábito transversal. t ransversal. Televisión Chilena, II, p13. Obtenido 10, 2016, de http://www.anatel.cl/pdf/II-i http://www.anatel.cl/pdf/II-informe-anatel-2013.pdf nforme-anatel-2013.pdf (2015, 12). Canales acumulan pérdidas por US$ 48 millones: solo MEGA obtiene utilidades. Diario Financiero. Obtenido 11, 2016, de https://www.df.cl/noticias/em https://www.df.cl/noticias/empresas/actualidad/canalespresas/actualidad/canalesacumulan-perdidas-por-us-48-millones-solo-mega-obtiene/2 acumulan-perdidas-por-us-48-mil lones-solo-mega-obtiene/2015-12-01/220708.html 015-12-01/220708.html ACHAP (2016, 05). Inversión Publicitaria 2015. Inversión Histórica real en millones de p esos, p 15. Obtenido 10, 2016, de http://www.achap.cl/wpcontent/uploads/2016/05/Informe_Inversion_Publicitaria2015.pdf. Ministerio de Transportes y Telecomunicaciones Telecomunicaciones - Subsecretaría de Telecomunicaciones (2016, 03). Internet Móvil, Conexiones 4G. Sector Telecomunicaciones Cierre 2015, p 15. Obtenido 09, 2016, de http://www.subtel.gob.cl/wpcontent/uploads/2015/04/PPT_Series_DICIEMBRE_2015_V5.pdf

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

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Acuña y Caloguerea, (2012). Guía para la producción y distribución de contenidos transmedia para múltiples plataformas (Primera Edición Edición ed., p 212). Santiago, Pontificia Universidad Católica de Chile. Citado en Ayuso , L. (2011, 12). La webserie: ficción en píldoras . Actas – III Congreso Internacional Latina de Comunicación Social – III CILCS – Universidad de La Laguna, Nuevos modelos de producción y distribución distribución de ficción ficción por Internet p 4. Obtenido 09, 09, 2016, de http://www.revistalatinacs.org/11SLCS/actas_2011_IIICILCS/010_Ayuso.pdf O'Reilly, L. (2016, 04). 1 in 10 people in the US uses an ad blocker. Business Insider. Obtenido 10, 2016, de http://www.businessinsider.com/coms http://www.businessinsider.com/comscore-1-in-10-people-i core-1-in-10-people-in-the-us-uses-an-adn-the-us-uses-an-adblocker-2016-4 Publicidad Nativa: En busca de una publicidad p ublicidad eficaz. Digital Nature. Obtenido 10, 2016, de http://www.digital-nature.com/publicidad-nativa. Hallett , T. What is native advertising anyway?. The Guardian. Obtenido 10, 2016, de https://www.theguardian.com/media-network-outbrain-partner-zone/native-advertisingquality-scalability Awad, P. (2014, 05). History of Web Television. Obtenido 12, 2016, de https://prezi.com/knsf0kxoodf8/history-of-web-television/ Niqui, C. (2014). Los primeros 20 años de contenidos audiovisuales en Internet. 1000 obras y webs . Obtenido 12, 2016, de https://goo.gl/AgRWPX Jórda Marin & Polo Serrano 2009, (2009). Distribución Distribución de contenidos audiovisuales audiovisuales en internet. La expansión de la alta definición y la migración de flv a mp eg-4. Obtenido 12, 2016, de de http://www.razonypalabra.org.mx/N/N70/JODAR%20Y%20POLO_REVISADO.pdf (2005). The Kenn Commandments, Part 1. coldhardflash. Obtenido 12, 2016, de http://www.coldhardflash.com/2005/04/kenn-commandments-part-1.html (2005, 10). Estrenan primera serie web en Chile. Mardones. Obtenido 12, 2016, de https://mardones.wordpress.com/2007/10/23/estrenan-primera-serie-web-en-chile/

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

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López , D. (2010). Web Series: Nuevo fenómeno de experimentación audiovisual y entretenimiento, p 2. Obtenido 10, 2016, de https://issuu.com/diegodario/docs/webseries https://issuu.com/diegodario/docs/webseries Edgerton , K. (2013, 06). C Chapter hapter 2: Web Series Storytelling. Byte-Sized TV: Writing t he Web Series ARONIVES, p 44. Obtenido 11, 2016, de de https://dspace.mit.edu/bitstream/handle/1721.1/81078/857834617-MIT.pdf?sequence=2 https://dspace.mit.edu/bitstream/handle/1721.1 /81078/857834617-MIT.pdf?sequence=2 p 44 Citado en Gallego, B. (2011, 09). Chapter 2: Web Series Storytelling. De las series tradicionales t radicionales a las web series, p 24. Obtenido 11, 2016, de http://dehesa.unex.es/bitstream/handle/10662/2151/TFGUEX_2014_Gallego_Delgado.pdf?seque nce=1 (2012, 05). El costo de hacer una película p elícula en Hollywood. BBC. Obtenido 12, 2016, de http://www.bbc.com/mundo/noticias/2012/05/120508_peli http://www.bbc.com/mundo/notici as/2012/05/120508_peliculas_costo_hollywood_lp.shtml culas_costo_hollywood_lp.shtml Karrh, J. citado por Lozano, A. (2012). Brand Placement y series de televisión: el caso de Sex and the city. Universidad de Sevilla, p 20 Obtenido 12, 2016, de http://fama2.us.es/fco/tmaster/tmaster31.pdf (2013, 10). Qué es el product prod uct placement: definición y ejemplos. Brainstormer. Obtenido 11, 2016, de http://blog.brainstormer.es/que-es-el-produc http://blog.brainstormer.es/que-es-el-product-placement-definicion-ejem t-placement-definicion-ejemplos/ plos/ Lotz, A. (2014). The Television Will Be Revolutionized (Second Edition, p 190). New York, New York University Press. "The Television Will Be Revolutionized" (2013, 04). ¿Qué es el Branded Content C ontent y cómo dejar de confundirlo con el Product Placement?. Zenith. Obtenido 11, 2016, de http://blogginzenith.zenithmedia.es/que-es-el-branded-content-yhttp://blogginzenith.zenithmedia.es/que-es-el-branded-content-ycomo-dejar-de-confundirlo-con-el-product-placement-i/ Trucios, P. (2014, 03). Las empresas serán los futuros Medios de Comunicación. Pilar Trucios. Obtenido 11, 2016, de http://www.pilartrucios.co http://www.pilartrucios.com/2014/03/23/las-empresas-seran-los-futurosm/2014/03/23/las-empresas-seran-los-futurosmedios-de-comunicacion/ Rodda, B. (2014, 11). 7 Things to Consider Before Launching Your Web Series. IndieWire. Obtenido 11, 2016, de http://www.indiewire.com/2014 http://www.indiewire.com/2014/11/7-things-to-consider-before-la /11/7-things-to-consider-before-launching-yourunching-your-

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

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(2016, 07). Postulaciones abiertas a Concurso Corfo Series 2016. Corfo. Obtenido 11, 2016, de http://www.corfo.cl/sala-de-prensa/noticias/2016/junio-2016/postulaciones-abiertas-aconcurso-corfo-series-2016 (2016). Undécimo Concurso de Desarrollo de Series Audiovisuales CORFO 2016. Corfo. Obtenido 11, 2016, de http://www.corfo.cl/ htt p://www.corfo.cl/programas-y-concursos/programas/undecimo-c programas-y-concursos/programas/undecimo-concurso-deoncurso-dedesarrollo-de-series-audiovisuales-corfo-2016 Green, H. (2015, 08). Theft, Lies, L ies, and Facebook Video. Medium. Obtenido 10, 2016, de https://medium.com/@hankgreen/theft-lies-and-facebook-vide https://medium.com/@hankgreen/ theft-lies-and-facebook-video-656b0ffed369#.k1t0uqth6 o-656b0ffed369#.k1t0uqth6 Statistic Brain (2016, 09). YouTube Company Statistics. Obtenido 10, 2016, de http://www.statisticbrain.com/youtube-statistics/ MENZEL, L. (2015, 11). Facebook erreicht 8 Milliarden Videoaufrufe am Tag. Broadmark. Obtenido 10, 2016, de http://broadmark.de/allgemein/f http://broadmark.de/allgemein/facebook-erreicht-8-mill acebook-erreicht-8-milliarden-videoaufrufeiarden-videoaufrufetag/39256/? D'Onfro, J. (2016, 01). Facebook finally gave us a real idea how close it's getting to YouTube. Business Insider. Obtenido 10, 2016, de http://www.businessinsider.com/face ht tp://www.businessinsider.com/facebook-vs-youtubebook-vs-youtube2016-1

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¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS PARA L AS WEB SERIES EN YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

¿CÓMO GENERAR UN LEVANTAMIENTO INICIAL DE FONDOS EN LAS WEB SERIES PARA YOUTUBE Y FACEBOOK EN CHILE? EL PANORAMA ACTUAL DE LA TELEVISIÓN Y LA TRANSICIÓN HACIA LOS NUEVOS FORMATOS

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