The world of broadcasting in Latin America is unique. While broadcasters in Europe emphasize efficiency and structure, in Latin America the human connection and flexibility are just as critical.
What are the upcoming challenges for this specific market? And how will the future of the local broadcasting look like in the following years? We discuss these questions with Sergio Amuchastegui, PROVYS Technologies Region Manager for Latin America.
Hi Sergio, tell us, what are your responsibilities at PROVYS?
My name is Sergio Amuchastegui, and I serve as the Regional Manager for Latin America and the Caribbean at PROVYS. My primary responsibility is to expand and strengthen our presence in the region by building long-term partnerships with broadcasters and media companies. I also act as a bridge between our clients and our headquarters, ensuring that we deliver tailored solutions that meet the specific needs of each market.
You have vast experience in broadcasting. Can you tell us what are the specifics of the LATAM market compared to the European one?
Latin America is a dynamic and diverse region where each country has its own regulatory environment, market maturity, and audience behavior. Compared to Europe, business processes tend to be less standardized, and building personal trust is often essential. While Europe may emphasize efficiency and structure, in Latin America the human connection and flexibility in negotiations are just as critical.
Do people in Latin America still watch linear TV? Or do they prefer non-linear streaming platforms?
Both linear and non-linear platforms are very much present. Linear TV remains strong, especially for live content such as sports, news, and entertainment shows that bring communities together. At the same time, streaming platforms are rapidly gaining ground, particularly among younger audiences, creating a hybrid ecosystem where both forms of consumption coexist.
Given the importance of sports in Latin America, at PROVYS we have developed AI innovations, automation, and end-to-end broadcast workflows, including our globally well-received sports data integration tool.
This solution helps broadcasters enhance live sports coverage, optimize workflows, and deliver a more engaging viewing experience for audiences.
Do you perceive any recent changes in the LATAM market?
Yes, in recent years we have seen a growing shift towards digital transformation. Broadcasters are exploring new business models, integrating streaming into their strategies, and adopting technologies that make their operations more efficient. At the same time, there is an increasing demand for flexibility and scalability, as media companies aim to reach wider audiences across multiple platforms.
What do you think about the influence of AI on broadcasting?
AI is already reshaping the broadcasting industry by improving efficiency in areas such as scheduling, content recommendation, and metadata management. In Latin America, AI also holds the potential to optimize resources and create more personalized viewing experiences.
At PROVYS, we are not only observing these trends but actively contributing to them through innovations such as PROVYS Sphere Sports planning, powered by AI, has been well received globally and demonstrates how advanced workflows can enhance live broadcasting and deliver greater value to both broadcasters and audiences.
According to your personal opinion, what development do you think we can expect in 2026 in the LATAM broadcasting sector? Will there be any new challenges?
By 2026, I expect Latin America to continue its rapid digital transformation, with AI, cloud-based workflows, and automation becoming standard practices across the industry. Solutions like our PROVYS Sphere for sport planning highlight the direction the sector is moving—towards smarter, more flexible, and more data-driven operations. The main challenge will be to adopt these advanced technologies quickly while still maintaining the strong local connections and cultural relevance that make Latin American broadcasting unique.
