U.S. HISPANIC
Álvaro Garnica of Plural: Miami is an affordable production center
Maribel Ramos-Weiner| 17 de abril de 2011
(Maribel Ramos-Weiner). Plural Entertainment is carrying out several projects in its Miami studios; in addition to the ones it already produces for Hispanic network Vme. One of the new projects is a fiction-centered production series adapted for the U.S. Hispanic market, for which they acquired content rights from Corín Tellado.The company is also producing an interactive fiction in association with Container Group, which has already implemented this format for other networks. But their largest projects by far are the realities Angels at Miami, with E! Entertainment Networks Latinoamérica, and the search of the new Menudo boy band.Álvaro Garnica, general manager of Production and Content of Plural Entertainment, said to PRODU that several years ago the company realized that Miami was the nerve center both for U.S. Hispanic and Latin America. We understood there was an opportunity in Miami due to the infrastructure and content generation, because Miami is a very Latino market, costs are affordable, it does not compare with the rest of the U.S., and there is a mosaic of cultures and accents that allows us to reach every market, he added.Garnica also pointed out the importance of branding for producers. Branding is a great tool for todays producers. Branding often generates original content or content in itself. Thinking about an advertiser and generating formulas allows us to create generic products that work well, he said.
