Prensario recently spoke with Guillermo Sierra, General Director of HITN Media—the non-profit, educational organization behind EDYE—who highlighted the accelerated growth of the service across multiple territories. ‘We are highly satisfied with the progress of EDYE’s distribution across all territories. In Latin America, thanks to Miguel Torres Bohl’s excellent leadership at Castalia, we have achieved significant penetration and foresee a very promising future’, stated Sierra. The executive also revealed advancements in the Brazilian market: ‘In Brazil, under the direction of Javier López Casella, we are already operating with Claro, Watch, and Sky, and we are noticing very positive growth in this market’.
Sierra highlighted the success in Mexican territory: ‘Mexico positions itself as the first country where we have achieved practically full distribution, backed by all major operators, including Claro, izzi, Megacable, MVS Hub, and others’.
The strategy continues expanding toward more diversified markets: ‘We are currently working to incorporate local operators that will allow us to reach smaller populations, where families have fewer options for children’s entertainment’.
‘The EDYE universe has experienced significant growth and already boasts more than 14 million subscribers across its various services throughout the continent. Additionally, we look forward to the significant reach of our upcoming FTA TV blocks, which are being led by César Díaz’s 7A Media. Our priority is focused on finalizing the integration of operators that do not yet offer EDYE, many of whom are already in the launching process. Simultaneously, we are driving brand recognition among the public, who are gradually getting to know EDYE and its excellent quality of service’, Sierra assured.
‘In Central America, we are moving forward with regional operators that will provide us with broad coverage’, the executive explained.
Since June 2, EDYE launched its first FTA television block in partnership with the family network UNIFE for Mexico and Central America. The block airs daily under the EDYE brand and features a selection of programs from its extensive catalog. And past May 29, izzi in Mexico added the linear channel EDYE TV for all its subscribers, strengthening the brand’s presence in the Mexican market. izzi plans to continue expanding the reach of EDYE’s services in the near future.
Additionally, EDYE finalized its launch with Liberty for the Puerto Rican market, where it is commercialized as an SVOD service.
In Colombia, the platform has been working hand-in-hand with Claro and has achieved significant sales results that have turned it into one of its most important markets in the region.
Sierra also highlighted DTC sales initiatives: ‘We continue to experiment with direct-to-consumer sales through retail. We are part of the Walmart Mexico benefits program, where members receive significant incentives and discounts. Furthermore, we maintain a very interesting alliance with the international company Sfera and its brands Mi Bebé y Yo and Niños más Inteligentes. We develop communications and activities aimed at their extensive database, which concentrates information from more than one million mothers in Mexico’.
‘Our programming is constantly growing. We have the most extensive catalog in the industry, including content from the world’s most prestigious distributors such as Sesame Workshop, Jim Henson, BBC, 9Story, WildBrain, Studio 100, Smurfs, and many more. We participate very actively in all content markets and are always looking for new titles. In terms of volume and programming quality, EDYE has no competition’, the executive emphasized.
Sierra also highlighted special educational initiatives: «EDYE regularly presents special programming blocks that spark children’s interest in educational topics. Every October, we participate in Space Week, where, in collaboration with the UN-created organization, we foster children’s interest in technology and space exploration. We recently celebrated the Earth Festival, focusing content on promoting the conservation of our planet. We will continue to add other programming events that we are sure will be highly attractive.»
