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New Programas and Mi Flow experiences run on Flow’s content discovery platform, migrated to a fully managed cloud service on Amazon Web Services ahead of the 2026 World Cup, when a single match drove more than five million hours of viewing.
BUENOS AIRES – September 10, 2026 – Personal, Argentina’s leading telecommunications and digital services company and operator of the Flow pay-TV and streaming platform, today announced Programas, a new section in Flow dedicated to discovering programmes across its live channels and electronic programme guide. Programas follows Mi Flow, the platform’s personalized user space, which completed first rollout and brings each subscriber’s favorite contents into one place.
Both sections run on Flow’s content discovery platform, which Personal has migrated to a fully managed cloud-native service on Amazon Web Services (AWS). The platform is built on ContentWise UX Engine.
One architecture for live, catch-up, and on-demand
For the first time, Flow’s entire content discovery experience across Live TV, Catch-Up, and Video on Demand runs on a single cloud-native architecture.
Three things changed for Personal’s teams:
- Scale on demand: adapt to subscriber demand, from everyday usage to peak live events, so that Flow’s team can focus on product, content strategy and user engagement without infrastructure constraints
- Operational control without burden: ContentWise manages platform operations, scaling, and monitoring. Personal’s team retains full visibility and governance
- Faster experimentation: New discovery strategies and UX enhancements such as “Mi Flow” and “Programas,” can now be launched and iterated quickly, without any devops and infrastructure lead time.
Programas: a catalogue for linear TV
The new experience made a longer-standing problem solvable. Films and series already sit in catalogues subscribers browse on their own schedule, in Flow’s movies and series sections. Everything else that runs on a linear channel, the news, magazines, interviews, reality and contest programming that fills most of a broadcast day, has been reachable only by knowing when it was on. In a programme guide a returning show is scattered across days and channels with no episode structure and nothing connecting them.
Programas resolves those entries into browsable programmes and covers all three states of linear content: what is on now, what has already aired, and what is coming.
Most of the section’s content stripes are personalized to the individual viewer and served by ContentWise UX Engine, spanning live TV, catch-up TV and on-demand content originating from linear channels.
Combining AI algorithms with editorial expertise, an approach known as “algotorial personalization”, Programas dynamically surfaces the most relevant live events, channels, and related content for each subscriber. The experience also bridges Live TV and on-demand viewing, helping subscribers discover catch-up content and related programming based on what they watched and what is happening in real time.
Linear TV and live entertainment are the ultimate tests for personalization. Together with Personal, we are demonstrating how AI can transform content discovery from a static interface into an intelligent, adaptive experience. And to do it while carrying the largest audience Flow has ever had.
– Alessandro Vacca, COO, ContentWise
Proven at scale during and after the World Cup
The cloud migration finished ahead of the 2026 World Cup, which gave the new architecture the hardest test available in digital entertainment: millions of simultaneous viewers arriving at once, and no tolerance for a slow page.
World Cup viewing on Flow grew 85% vs. 2022, according to Personal. The Argentina vs. England semifinal alone generated 5M+ viewing hours, the platform’s peak consumption event, while ContentWise continuously delivered personalized recommendations for live TV and on-demand content, sustaining ~60% conversion before, during, and after the event.
A tournament of this scale brings a huge audience to the platform. The harder question is what they do next. Nobody needs recommendations to find the World Cup semifinal, so ContentWise focused on using the matches as a gateway to everything else on Flow.
Editorial promotion and personalized recommendations connected viewers to series, films, TV shows, and catch-up content during and after the event. Recommended content converted at nearly double the rate of non-recommended content, with engagement per user holding steady interactions regardless of the traffic swings around it.
The impact outlasted the tournament. Consumption of non-sports content driven by personalized recommendations continued to grow after the final — interactions rose 39%, and its share of total engagement climbed 6.3% above pre-tournament levels while generic non-recommended content permanently lost ground. That’s the clearest signal subscribers who came for the World Cup stayed for the rest of the catalog, turning a major event into a real retention opportunity.
We are not buying technology, we are building experiences. Mi Flow gives each subscriber a space that is theirs, and Programas makes everything on our channels as findable as the next episode of a series. The World Cup proved it: millions came for football, and personalization is what kept them on Flow. This is our next step in AI — not just recommending what to watch, but shaping a product that adapts around each subscriber’s interests, habits and moment.
– Marina Magariños, Head of Product and UX, Personal
ContentWise is at IBC 2026 in Amsterdam, 11 to 14 September. To book a demo, visit https://contentwise.com/event/ibc-show-2026/.
About Personal
We are Personal, the services brand of Telecom Argentina S.A. We integrate an ecosystem of services that expands access to and use of technology.
We provide fixed and mobile connectivity across the country through Personal Fibra and Personal Móvil, with fiber optic, 4G, and 5G networks that support the digital lives of individuals, households, and organizations. Through Personal Flow, we deliver TV and streaming services; with Personal Pay, digital financial solutions; with Personal Tech, technology and digital transformation services for companies and public sector organizations; and with Personal Smarthome and Tienda Personal, solutions for connected homes and access to devices.
We operate in Argentina and Paraguay, and also provide pay TV services in Uruguay and digital services in Chile. https://institucional.telecom.com.ar/
About ContentWise
ContentWise is the AI-powered customer experience company that transforms how leading video operators, publishers, and digital brands engage audiences.
ContentWise enriches content and metadata, analyzes user behavior, and delivers advanced recommendations, personalization, and discovery capabilities that maximize audience monetization. Through UX Engine 11, its production-ready agentic AI platform, editorial and marketing teams automate content workflows and deliver hyper-personalized experiences that drive conversions, loyalty, and retention.
Managing the digital experience of 100+ million global users each day, ContentWise powers personalization and discovery for leading media brands including ITV, Telefonica, Allente, Telenor, RAI, Dish and Telecom Argentina.
As part of Moviri, ContentWise brings and extends its proven AI capabilities with Moviri AI Labs, delivering enterprise-grade solutions including process automation, content and vision intelligence, curated generation, custom model development using multi-agent architectures and graph RAG technology.
With offices in Milan, Boston and Los Angeles, ContentWise combines deep technical expertise with industry knowledge to help customers create intelligent, personalized customer experiences that drive business growth. https://contentwise.com