Almost a month after Megavideo’s web portal closure, there’s been a lot of discussion in Spain about the alternatives to continue watching TV series and movies online, which has become the usual way of entertainment for many people over the country.

 
Spain is particularly interesting concerning this issue, as there is no “legal” alternative to illegal downloads beyond watching series on TV or buying DVD movies. Maybe if services similar to those provided by Netflix in the US or Canada were available there, everything would be quite different in that sense.

 
This represents a pointless situation, since we find that there’s a considerable part of the population asking for a service that no one is providing. Moreover, this means a missed opportunity for advertisers to do business, and for companies to target consumers with one-to-one marketing advertising campaigns, as well as to get more information about them.

Furthermore, TV companies are still reluctant to offer all of their contents online, since it seems that they are afraid of their viewers watching less TV shows, if they just watch on their laptops the content in which they are really interested.

 
On the other hand, there are a huge number of advertisers and companies complaining about the current scenario, in which young people are not watching TV anymore, and it’s so difficult to reach them with such an atomized media environment. And it is indeed way more difficult than before. In the 70’s when there was just one channel on our TV, Media Planning was an easy work. One just had to broadcast their ad there, and that was all, but there was no segmentation of the message. It reached everyone, no matter if they belonged to the communication target or not.

Now companies will need to get to know their consumers better to target their marketing campaigns, but if the work is well done, results should be far better than those got with traditional media so far.

 
Young people are still there, they just changed their entertainment platform, and the fact that media is nowadays more atomized represents a huge opportunity to target people more specifically, and to be able to interact with them, since technology allows it. But as long as there’s no similar legal alternative to Megavideo, this opportunity seems to be lost.