Comcast desafía a Murdoch y Disney y recrudece la guerra de los medios Agustín Monzón (El Independiente)

Contenidos y más contenidos. Este término engloba el que hoy por hoy es el gran objeto de deseo de la industria audiovisual. La amenazante irrupción de nuevos actores, con Netflix y Amazon a la cabeza, han sumido a los distintos operadores en una cruenta batalla por hacerse con el mejor surtido de contenidos con el que atraer a los clientes.

Televisiones convencionales, plataformas digitales y hasta productoras se ven inmersos en una lucha que tiene revolucionado al sector desde hace trimestres. En esta contienda se enmarca la frenética puja de las plataformas televisivas de Telefónica, Orange y Vodafone por los derechos del fútbol en España, que ha llevado los precios a cotas que ahora consideran desproporcionadas; también el acuerdo que Telefónica ultima con Netflix, para poder ofrecer sus contenidos; y, del mismo modo, la intensa actividad corporativa que se viene desarrollando en el sector, con continuos movimientos de compañías que tratan de ganar tamaño y complementar su abanico de contenidos.

Es en este contexto en el que Comcast ha abierto un nuevo frente de batalla. El conglomerado de medios, bajo el que se engloban Universal Studios, DreamWorks Animation o el canal de cable NBC, ha sorprendido al mercado con una oferta para hacerse con el control del grupo británico Sky por unos 22.000 millones de libras (25.000 millones de euros).

Comcast ha sorprendido al mercado con una oferta por Sky valorada en 25.000 millones

Este movimiento es algo más que una simple oferta de compra. Con él Comcast lanza un desafío a Twenty-First Century Fox y Walt Disney y amenaza con poner patas arriba el mapa de fusiones que empezaba a dibujarse en el sector.

Fox, el grupo de medios del magnate Rupert Murdoch, había alcanzado a finales de 2016 un acuerdo para adquirir el 61% que no posee de Sky por un monto de 18.500 millones de libras (21.037 millones de euros).

Mientras esta operación permanecía en suspenso, a falta de las autorizaciones necesarias, la propia Fox colgó el cartel de se vende. Tanto Comcast como Walt Disney se lanzaron a por el control del grupo de Murdoch en una puja de la que al final resultó vencedora Disney, en un acuerdo valorado en 44.000 millones de euros.

La fusión de Disney y Fox, una nueva amenaza para Netflix
Pero Comcast, lejos de quedarse de brazos cruzados, ha aprovechado que el acuerdo entre Fox y Sky sigue sin aprobarse para entrometerse en la operación. Para la matriz de los estudios Universal, Sky supone una pieza clave en su estrategia para reforzar su presencia internacional, donde obtiene actualmente el 9% de sus ingresos y aspira a alcanzar el 25%. El grupo británico cuenta con 23 millones de suscriptores en Reino Unido, Alemania e Italia.

Comcast, sabedora de que será difícil convencer a Murdoch de que le venda su 31%, se muestra incluso dispuesta a llevar adelante la operación sólo con que el 51% de las acciones acepten la oferta. Y este propósito, a día de hoy, no resulta nada descabellado, porque entre los accionistas de Sky había algunas voces que venían reclamando que Fox mejorara su oferta, después de que la plataforma de televisión por cable se hiciera a principios de este mes con los derechos de la liga de fútbol británica, la Premier League, para las temporadas entre 2019 y 2022.

El mercado teme que Fox y Disney respondan subiendo su puja y elevando el coste de Sky

Ahora la pelota queda en el tejado de Murdoch y Disney. Para esta última podría no resultar excesivamente interesante embarcarse en una guerra de precios por Sky, sobre todo teniendo en cuenta que la principal razón de su interés por Fox eran sus estudios cinematográficos, creadores de producciones cinematográficas como Avatar, X-Men y los Cuatro Fantásticos.

Pero la pérdida del negocio de Sky podría conllevar cambios en los términos de la oferta. Además, los expertos ven difícil que Murdoch asuma que le arrebaten Sky sin batallar. Especialmente porque el acuerdo con Disney tampoco cuenta todavía con las autorizaciones de los reguladores y se arriesgaría a quedarse descolgado en la guerra que se libra actualmente en la industria.

Así que la batalla parece servida. Y pocos más allá pueden aspirar a resultar vencedores si se desencadena una nueva guerra de precios. Así, al menos, parece percibirlo el mercado: este martes, mientras los títulos de Sky registraban una subida superior al 20%, Comcast se dejaba un 5,5% de su valor, Disney retrocedía un 4% y Fox, un 3%. Y la lucha solo acaba de empezar.

46 comentarios sobre “Comcast desafía a Murdoch y Disney y recrudece la guerra de los medios Agustín Monzón (El Independiente)

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