A key event for the digital and telecommunications industry
This Wednesday and Thursday, the Sofitel Montevideo Casino Carrasco & SPA served as the hub of the Uruguay Media Show 2025, a leading event in the region’s digital and telecommunications sector.
Organized by Isos Media Group, the event brought together leading figures from the political, institutional, and business worlds to discuss the challenges and opportunities of today’s digital ecosystem.
Experts and panels on industry trends
The event featured international experts who discussed topics such as the synergy between technological innovation and new forms of content consumption.
As part of the celebration of Convergencia Mercosur’s 25th anniversary and the 21st edition of Punta Show, key strategies for the evolution of the media industry through technology, connectivity, and content protection were explored.
One of the highlights of the event was the Anti-Piracy Summit, where advanced technological solutions were presented to ensure the security and protection of content in an increasingly challenging digital environment.
The dean's role on the panel on cross-media trends
As part of the event’s program, the panel “Film and Audiences: New Cross-Media Trends” brought together Isabel Penelas, Commercial Director at Kantar IBOPE Media in Argentina and Uruguay, and Bárbara Herrera, Media Director at Grupo Punto, with Esteban Zunino, Dean of the School of Communication at Universidad ORT Uruguay, serving as moderator.
The discussion focused on the convergence of film, television, and digital platforms, highlighting the importance of data analysis in strategic decision-making.
During the panel discussion, key figures on media consumption in Uruguay were highlighted: television penetration in households stands at 95%, with an average of 4 hours of viewing per day.
In addition, 85% of households have internet access, while 82% of Uruguayans use at least two screens (TV and cell phone).
Among the emerging trends, the growth in video-on-demand consumption was highlighted, with YouTube and Netflix as the leading platforms.
In the words of the panelists: "TV is a convergent medium that incorporates multiple coexisting platforms," highlighting the evolution of traditional media within an increasingly fragmented digital ecosystem.
It was also noted that "podcasts are a format whose popularity is growing," with 21% of Uruguayans listening to podcasts regularly, preferring topics such as entertainment, interviews, and health.
The Impact of Artificial Intelligence on Advertising Spending
Another key focus of the event was the role of artificial intelligence in content creation and advertising.
"Synthetic media featuringhighly realisticartistic and advertising contentcreated by artificial intelligence is emerging," explained one of the speakers, highlightinghow technology is revolutionizing the audiovisual industry.
With regard to advertising spending, it was noted that "in 2024, total global advertising spending was 10% higher than expected, reaching one trillion dollars."
In Uruguay, television and digital media continue to lead the way in advertising spending, while outdoor advertising and radio remain significant players.
An event that fosters innovation in media
The Uruguay Media Show 2025 established itself as a key forum for analysis and discussion on the future of media and emerging technologies.
The dean of the School of Communication’s participation in a high-profile panel reaffirms the school’s academic commitment to studying trends in the sector.
As one of the experts noted: "It is important to closely monitor the actual progress of AI as a tool for collaboration and for enhancing content development."
With a program that combined discussions, technology, and strategies for the evolution of the digital industry, the event once again demonstrated its importance in the region and its role as a platform for connecting stakeholders in the future of media and communication.