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INTERVJU INTERVIEW ALEKSANDRA MARTINOVIĆ Na polju igranog sadržaja „Telekom Srbija“ nema konkurenciju In the field of entertainment content, Telekom Srbija is unrivalled Tajna uspeha su sadržaj, distribucija i tehnologija, kaže direktorka Direkcije za multimediju „Telekoma Srbija“ / The secret to success is content, distribution and technology, says the director of Telekom Srbija’s multimedia division
„TELEKOM SRBIJA“ JE REGIONALNI IGRAČ KOJI PRODUKUJE NAJKVALITETNIJI SADR ŽAJ , a činjenica da se njihove serije gledaju na pet različitih kontinenata i da je ostvarena saradnja sa nekim od najvećih striming platformi dokaz su da je ono što „Telekom Srbija“ radi na polju igranog sa- držaja trenutno veoma zapazeno. Pitali smo Alek- sandru Martinović, direktorku Direkcije za multi- mediju „Telekoma Srbija“, koji je recept za kvalitet i uspeh igranog sadržaja. Napravili ste suštinsku promenu kreira- jući organski sadržaj koji holivudski blo- kbasteri ne mogu da repliciraju? – Lokalni, organski sadržaj jeste ono što nas de- niše i razdvaja od ostatka sveta kada je reč o pro- dukciji igranog sadržaja. Danas se na lestvici čitavog sveta vodi „kontent trka“, gde onaj ko ima da ponu- di najkvalitetnije i najoriginalnije, ono što okupira pažnju gledalaca, do koje je najteže doći, jeste igrač koji može da učestvuje u trci, pruži svoj maksimum i nada se što boljim rezultatima. Tendencija da bu- dete prvi i jedini na globalnom nivou u medijskom i kontent biznisu pomalo je naivna. Trendovi se me- njaju svakodnevno, klatno uticaja i dominacije ta- kođe, tako da je strategija „Telekoma Srbija“ usme- rena prevashodno na naše govorno područje, kao i dijasporu, odnosno na sadržaj koji okupira njihovu pažnju. Holivudski blokbasteri ne mogu da replici- raju emociju, potkontekst i supkulturu ovog regio- na. To može samo lokalno-regionalni igrač, odno-
TELEKOM SRBIJA IS A REGIONAL PLAYER THAT PRODUCES THE HIGHEST QUALITY CONTENT , and the fact that its series are watched on five different conti- nents and that it has established cooperation with some of the largest streaming platforms serve to prove that what Telekom Srbija does in the domain of feature entertain- ment content is currently very noticeable. We asked Alek- sandra Martinović, director of Telekom Srbija’s multime- dia division, to reveal the recipe for the high-quality and success of its entertainment content... You made a fundamental change by creating or- ganic content that simply can’t be replicated by Hollywood blockbusters? “Local, organic content is indeed that which defines us and distinguishes us from the rest of the world when it comes to the production of feature entertainment con- tent. A “content race” is today being run on a global scale, and someone who has the best and most original con- tent to offer, content that holds the attention of viewers, precisely the kind of attention that’s the most difficult to capture, is a player able to compete in that race, to give their all and hope for the best possible results. It is some- what naïve to have the intention of being the first and on- ly player at the global level in the media and content busi- ness. Trends change on a daily basis, as the pendulum of influence and dominance also swings, that’s why the Tele- kom Srbija strategy is oriented primarily towards the ter- ritory where our language is spoken and also the diaspo- ra, or rather towards content that can and does capture their attention. Hollywood blockbusters cannot replicate
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