LUZU TV and SHURE are breaking the mold in Argentina! The evolution of radio is reinvented on this platform that blends the best of streaming with high-quality sound. By authentically connecting with the young audience, they are taking entertainment to the next level.
In 2021, Nicolás Occhiato, a young radio and TV host, was convinced that the media market needed an innovative proposal, and he took the initiative to create LUZU TV, his own multiplatform audiovisual content production company.
Since then, LUZU TV has continued to grow, positioning itself as a pioneer in Argentina in this disruptive format that fuses the best of traditional television with the immediacy and interactivity of streaming.
The Future is Already Here
With a presence on YouTube, Spotify, and Twitch, it has managed to build a space that authentically connects with an audience seeking fresh and unconventional formats.
At the heart of this media revolution is Agustín Gorriti, a 24-year-old who serves as the Director of Technical Operations at the production company.
From this key position, Agustín has been instrumental in the platform’s technical development: “LUZU TV is much more than just entertainment; it’s a place where technique meets creativity to offer something truly unique,” he says, reflecting his passion and commitment to the project.
A key factor in the success of this revolution has been the role sound plays in the viewer’s experience. The clarity and quality of audio are essential in this format, and without a doubt, SHURE has been a fundamental partner, from clear voices to live sounds of guest bands.
“LUZU TV is neither radio nor TV; it’s a hybrid. It’s live streaming with production working at the level of a television channel,” Agustín explains.
With daily production of various programs, it reflects a forward-thinking vision. LUZU TV stands out from other traditional media and digital platforms with its informal and close style. “We aim to connect directly with a young audience,” Agustín comments, adding, “the content is more relaxed and less structured than conventional media. We seek emotional connection because our audience is mostly young, which is why real-time interaction and participation via social media are crucial for us.”
The LUZU TV team is made up of over 120 people spanning various areas such as production, commercial, artistic, technical, marketing, and administration. “We are a multidisciplinary team working together to make each broadcast possible,” Agustín emphasizes.
LUZU TV has positioned itself as a daily entertainment destination, broadcasting a variety of programs from 8 a.m. to 9 p.m., and on some days until 11 p.m. With a diverse team of hosts, including figures like Nico, Diego Leuco, and Chino Leunis, the channel offers engaging and relatable content.
Gorriti highlights that his “dream team” combines current events and humor, while the inclusion of YouTubers and influencers like Marti Benza and Lucas Spadafora strengthens the connection with young audiences.
Quite the leap for a format that just four years ago started with USB cameras and a podcast console.
A Format That Demands Quality
This transformation has been driven by public demand, increasingly requiring higher quality productions. “I aim to minimize the margin of error,” says Agustín, who joined LUZU just a few months ago. “My goal is to take the channel to a professional broadcasting structure. The decision to go with SHURE to equip the studios is based on the competitive advantages the brand offers compared to other options on the market.”
“When it comes to investing in equipment, I weigh the durability and scalability of the system we’re acquiring,” Agustín states confidently.
Trusting SHURE not only strengthens the technical structure of the production company but also enhances the overall viewer experience. And Agustín recognizes that the audience notices: “They appreciate the investment, and we see it in the messages they leave us on social media. They pay close attention to every improvement we apply on-air.”
There is no doubt about the success of SHURE in products for streamers and content creators: “It’s a fact. The new models that include USB do a great job for those who need good audio quality but may not have much technical knowledge. The MV7+ is ideal as it incorporates audio processing, allowing the streamer to focus less on audio.”
But it’s not just the audience who notices the sound improvements. The LUZU hosts also enjoy working with SHURE equipment: “They undoubtedly enjoy the equipment and its ease of use. They were eagerly awaiting the incorporation of these tools. Many of them come from live sound operations, so SHURE is already familiar in the settings where they work. Those from radio or television appreciate that we are moving closer to that form of work.”
Agustín Gorriti enthusiastically shares his expectations for future collaborations with SHURE: “My project for LUZU points to one word: AXIENT. The idea is to apply it in shows like the ones we’ve done live at Luna Park, Gran Rex, and Antel Arena in Uruguay. Having AXIENT will allow us to be prepared for any environment we face.”
Agustín highlights the importance of SHURE in the evolution of LUZU TV within the competitive digital market. The need to improve audio quality became crucial as the channel positioned itself as a streaming pioneer. “The emergence of other channels pushed us to raise our standards.”
A Strategic Partner that Supports
The planning and execution of SHURE equipment installation at LUZU TV was a joint effort that included the collaboration of TEVELAM, the brand’s importer and distributor in Argentina.
“At this stage, we made a significant investment to address some things left pending from the beginning of the year. With a studio that only rests from midnight until 7:00 a.m., changes are very well planned not to disrupt the daily use of the studio,” he assures and expands: “That’s why TEVELAM’s role was crucial in this process. The ease of handling the purchase and the support we’ve had was critical for us. The immediate stock of all the equipment was also important because the channel needed certain tools urgently.”
The relationship between LUZU and TEVELAM has solidified as a fundamental pillar. In this sense, Agustín reflects: “We feel valued as a customer, which makes me very happy. I highly appreciate the personalized technical support, and I thank Pablo Siboldi, PRO Division Manager at TEVELAM, for driving the growth of LUZU’s technical staff. I have a very trusting relationship with him for all the projects I’m involved in.”
He also highlights Siboldi’s enthusiasm and experience: “It’s great to work side by side in developing the new infrastructures of this new technological era with someone who is eager to contribute and has years of experience as a technology facilitator for audio. Building a solid project is essential for scalability, and Pablo is excellent at it.”
The after-sales support provided by TEVELAM has been fundamental for LUZU, especially in the ongoing training of operators. Agustín emphasizes: “The training we are doing, especially in RF and configuring our wireless systems, is important since it’s directly from SHURE. TEVELAM is sacred to my team of technicians.”
Furthermore, the new SHURE distributor has been present in resolving technical problems and maintenance needs. “I have always communicated with Pablo Siboldi and TEVELAM to share our progress. It’s great to share the day-to-day with them. It’s amazing that they are aware of what’s happening at the channel.”
New Paths Ahead
LUZU TV’s vision for the future is marked by two clear pillars: scalability and sustainability.
Agustín affirms, “We know SHURE will accompany us in our broadcast area but also in our Experience sector where we produce live shows. I can’t reveal too much, but big projects are coming. We are very excited about what we are achieving with our own resources and investment. We recently premiered our first series, ‘PRIVIER,’ on our YouTube channel and hosted the first edition of the ‘ÍDOLO Awards,’ all under the framework of LuzuProduce, the new business division that starts producing its own content and events.”
Undoubtedly, this new way of communicating stands out in the dynamism and youthfulness of LUZU TV, which not only adapts to current demands but also leads the way towards a future full of innovation.
Long ago, radio was born, starting as a medium that connected people. But today, the evolution of platforms like LUZU TV goes beyond, integrating audio with visuals and interaction in ways that enrich the viewer’s experience. Audio remains, without a doubt, the thread that ties communication together, and SHURE continues to stay relevant, resonating worldwide for nearly 100 years,
