Mar Martinez-Raposo de Atresmedia Internacional
For Mar Martínez-Raposo, director of Atresmedia Internacional, the last five years have been the most complex in the industry. “It hasn’t been easy to grow our reach. Even so, in addition to traditional operators, we’ve added others like YouTube TV, which allows us to grow in other segments,” she said.
Regarding Antena 3 Internacional, the group’s channel with the longest history in the Hispanic U.S., the strategy “has always been to offer our best content. Antena 3 Internacional has been present in the Hispanic market for more than twenty years, and since then, its presence has grown to become part of the offering of the main cable operators.”
She highlights that the advantage of Antena 3 Internacional is that it’s a channel that attracts viewers from a variety of backgrounds, not just Spanish, who, besides the language, share a broad cultural heritage that includes a taste for a particular way of understanding entertainment, major shows, series, and current news. “That’s why formats like Tu Cara Me Suena and La Voz España are popular, as are El Hormiguero, which features international guests and major Hispanic stars, or game shows like Pasapalabra and La Ruleta de la Suerte. Not to mention series like Velvet, Gran Hotel, and Aquí No Nay Quien Viva, as well as Vis a Vis, which have had a strong following,” she mentions.
She believes that Antena 3 Internacional has “a very good position, as confirmed by the data from the operators we have access to. It’s not easy to compete with channels that have large populations in the U.S., such as the Mexican and Puerto Rican channels. However, I think we’ve earned a place and a reputation.”
Martínez also referenced ¡HOLA! TV, whose offering is unlike any other. “It’s a unique channel, with a proposition that includes content on current events, royalty, fashion, or wellness in an extraordinary and high-quality mix,” she pointed out.
Martínez mentioned among the most recent agreements the one with TuVes for Atreseries, and also with Uruguayan operators for ATRESplayer. “This is where we see great growth potential for our OTT platform through the pay-TV industry itself,” she noted.
She added that ATRESplayer, has reached agreements with the main Uruguayan operators, and the platform has a strong presence in that country. “Additionally, it’s also available on VTR Chile and soon on other platforms,” she added.
The executive highlighted the daily soap opera Sueños de Libertad, which is gaining a strong following in all territories, and the premiere of Las Noches de Tefía, an exclusive Atresmedia production that will be an exclusive premiere on Atreseries for all territories.
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