EDUARDO Fernández published on Friday in this newspaper a very important news about the communication sector in Spain: the alliance between a media company, Atresmedia, and a telecommunications operator, Telefónica , to create a company that will work on content development audiovisuals -series, films, documentaries ...- own and for third parties.

Atresmedia this interest is understood. It is its raison d'être and the response to the growing competition of streaming television, which increasingly takes away more market from traditional channels. But what does an operator like Telefónica do there? Well also look for business. It is one of the proofs of what the communication industry is changing thanks - or because of fault, depending on which side you get caught - on the internet.

Because before the World Wide Web, Telefónica's main source of revenue was the essential infrastructure for communications: networks . The operator - any operator - threw the cables and secured the channel - the pipeline - where any communication had to pass, and controlled the calls made through those pipes ... Until that business became a commodity: networks became a necessary condition for doing business and growing as a company, but not enough anymore.

Even the Internet, Telefónica did not care so much what was circulating in its pipes. Only there was a lot of volume. After the Internet, he had to start worrying about content as a way to differentiate himself from his competitors .

At first, these competitors were the other operators and televisions. Now they are also the platforms. And, for that what better than to become, first in a television network and for that he bought Canal Plus to Prisa and, now, to create that partnership with Atresmedia to be a Netflix or an HBO . From a strategic point of view, this move was needed to Telefónica - as well as the ERE in a workforce that needs specialized personnel in the contents and that has plenty of specialists in pipelines, or debt reduction operations - to revitalize the stock exchange .

Telefónica tries to adapt to the digital society because standing still means dying. British tour operator Thomas Cook has been tipped over by uncertainty over Brexit and the fall of the pound, but his decline began when he overlooked the effects that tourism has caused on digital society. That are so many.

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