Tell us a little about yourself. What does your job at Telefónica involve?
I currently work in the Communications Department, in the Sports and Corporate Communications Area. I have been in Communications for the platform for more than 10 years.
How important is communication in the world of sport?
I consider the importance of communication in sport to be vital. Nowadays, what is not communicated does not exist. And it is not only important to communicate, the most important thing is how to communicate it. We need to set the objective of the communication before launching it and be strategic in our approaches to achieve what we need in each case.
Sport is a weapon with incredible power, it is a unique loudspeaker for sharing messages with society.
No other subject in the world has the penetration of sport in the media in our country. The most widely read newspaper is Marca and that says it all.
How has the world of sports broadcasting evolved with the advancement of new technologies?
Broadcasts have evolved a lot over the years, so much so that today they offer possibilities that a few years ago were only possible in a video game.
From spidercam, augmented reality data reflected on the playing field, drones or cameras on players’ shirts, these are technological advances that enhance the way we consume sport.
On our platform we broadcast matches in 4K and we have even broadcast classics in 3D.
What changes can it bring in the future?
The changes that may occur in the future, in my opinion, are multi-camera, like in F1, where viewers can choose the POV camera they want to choose from each player at any time.
Television platforms are not oblivious to social networks. How do they influence the world of television?
Platforms have coexisted with social networks since their inception. They are a parallel world where we want to use our content to be the best showcase for sports fans who are not yet customers to get to know us. It is important to generate a community around our platform and also to have the best professionals in the networks.
We communicate 24/7 with the best experts in social media and ad-hoc content. Social media is transmedia content that has to reflect the same spirit as the broadcast on mobile devices using the language used in this environment.
Following on from this, how do the people in charge of sports broadcasts manage to ignore the possible noise on social networks when they accuse them of bias towards one team or another?
We have been living with the noise of social networks for many years and our faces have a lot of experience. We are aware that there are many comments on social networks like X of people who do not always respect the minimum codes for sharing an opinion with respect.
Even so, we also defend the fact that there are a large number of fans who follow us and applaud our work. We always listen to all the fans and, as a brand, we respect all positions and sensitivities.
What added value can being part of a television platform that is a benchmark in the world of sport bring to a user?
The added value of being part of the Movistar Plus+ team from the customer’s point of view is being part of a community that treats sport like no other. We have been committed for more than 35 years to the best way of communicating, broadcasting and promoting sport and all the disciplines we have in the Infinite Stadium. Being part of our platform means supporting this family of sports lovers.
Who do you nominate from among the people who work at Telefónica for this interview that you consider to be excellent in their work?
I nominate Noemí de Miguel, presenter of El Día Después, Informe Plus+ and a great reference in sports journalism.
