[MUSIC] Oppa Gangnam Style! Ohh Do not worry, I will not sing, I'm not going to dance. Welcome to the segment on "Entertainment Marketing". Excuse me for looking crazy, but I wanted to show a way of entertainment. Welcome to the segment, "What is entertainment?" And this is going to be the agenda. I'm going to talk about what entertainment is, I'll talk about the essence of entertainment, what is entertainment marketing, what are the by-products and finally, we will finish with some key examples. Let's start Let's see, what is entertainment? Etymologically, entertainment comes from both Latin and French. From the Latin comes "inter", which in French or Spanish means between, and "tenir", which in Latin means to have. Then, entertainment literally means to entertain, entertain what or who. To entertain, or to have in between or to keep the attention, the interest, the fun and keep the attention. Keep these things from the audience, and this audience, that is increasing more and more, can be only one person thanks to the internet. A person with whom, through the internet, you can connect. Therefore, even if you are only connecting with one person, I say again, one person can turn out to be tens of thousands, if not millions of people. This means that the public is not only offline, but increasingly online. Keep this in mind when we talk about entertainment, the essence of entertainment is based on capturing the mind, but how do we do it? That's entertainment marketing. This is going to be very familiar to you, since it is like defining sports marketing, which is the marketing of sports and through sports. Well, it's the same here. Entertainment marketing is the marketing of entertainment and also marketing through entertainment. So, the entertainment industry is big by itself, but even the other industries can be marketed through entertainment and here there is also this symbiotic relationship, mutually beneficial between the two. Let's see, as for the by-products, these are very similar industries or by-products. This encompasses not only cinema and video, but also television, radio, press, games, sports are also, in part, entertainment, even tourism. Therefore, there are many industries or byproducts to talk about in entertainment. In entertainment, there is a saying that says content rules, content is king. Therefore, we want excellent content in entertainment, whether it is marketing of entertainment or marketing through entertainment. Therefore, the content is becoming a key, a key issue, not only online but, of course, offline. And through entertainment we are going to talk about product placement, which is when you try to market your content, and thanks to social networks, much of that content is generated by users. Well, let's talk about an example of entertainment marketing, and a recent trend is that content distributors are increasingly becoming content producers And the clearest case is Netflix, which so far distributed content offline, and now online, but now it's producing content like the series "House of Cards", with Kevin Spacey, who plays Francis Underwood [LAUGHTER]. And now it's revolutionizing they way it is distributed, such as releasing simultaneously an entire season of the series, and this is a form of Noon Nopi in the sense that many people, including myself, prefer to do the so-called Binge-viewing. This means that instead of watching one episode per week, for example, when watching "Game of Thrones", and having to wait another week for the next chapter, when the entire season is released, you can see it practically in half a day. Therefore, consumer behavior is changing, the dynamics and also, in some way, it stops the problem related to intellectual property of the pirate copies of these series. Let's see an example of marketing through entertainment and I think one of the best artists, one of the best showman in the business world was Apple's Steve Jobs, in the way he used to launch his products. And this is a clear example of the definition of entertainment. He could, without a doubt, maintain, grasp the attention of his audience, he knew what they wanted, he was a master of Noon Nopi, he entertained. So, we see again that entertainment is not limited only to the show business industries. It can actually be used in companies like Steve Jobs did, without having to dance [LAUGHTER]. This is another example related to social networks and user-generated content, content generated by people, ordinary people who uploads it to social networks like YouTube, Instagram and more. Two examples come to mind. The first is Happy by Pharrell Williams, who gave permission for people to do the so-called covers. So, there were dozens, if not hundreds of thousands of covers of people singing and dancing Happy by Pharrell Williams. And also Nissan had this social campaign through 7 second videos on the websites for searching for videos. Well, in summary, we have learned that the concept of entertainment is very old, it is not new. As we have defined, entertainment is like attracting attention. If you are able to do it, that is entertainment. But entertainment technology is constantly changing. So, the way of drawing attention is going to change, and the internet is a key example of this, and the internet is also a clear example that the entertainment market has two directions and can work in both directions, users can also entertain. We have learned that the content is king, and finally, we have learned that Noon Nopi corresponds to consumer trends in regard to the way content is distributed. And this was the case with Netflix and "House of Cards".