"THE ONLY WAY TO BE UNIVERSAL IS TO BE LOCAL", THE CONTENT ON NETFLIX-TYPE AUDIOVISUAL DISTRIBUTION PLATFORMS

Abstract

This work aims to identify if the migration of audiences to new television platforms limits or stimulates cultural diversity, according to the strategies of the main players in the Latin American market, present in Colombia. With this outlook, this work intends to identify how broadcast television is facing this new context; the approaches of television platforms in Latin America; as well as formats changes and which of them are the most welcomed both in broadcast television and in the new television platforms; to finally detect the cultural diversity trends in this new reality. The personalized television scheme is fracturing audiences and eroding shared civic culture, leading to concerns related to privacy, surveillance, and pluralism. In this context, a national-transnational dialectic emerges where productions should focus their strategy based on commonalities rather than differences; stimulating cultural, racial, linguistic and gender diversity; achieving product acceptance not only in the reference market, but in the transnational market; enabling cultural exchange and bringing together audiences across borders through diversity and common tastes