U.S. HISPANIC
GECA and Scenic Rights teamed up to produce the first report on the performance of productions with literary adaptations
Aliana González| 2 de febrero de 2024
Sydney Borjas, CEO of Scenic Rights and Gloria Saló, director of Content and Production Consulting at GECA during the presentation at Content Americas
GECA and Scenic Rights announced an alliance to deliver the first annual report on the performance of productions with literary adaptations in Latin America. The objective is to offer the industry access to data that allows measuring the impact of these productions on audiences, genres, and themes, therefore assessing the efficiency of investing in this type of IP. A first review will be introduced at Iberseries, and the presentation of the full report will be at Content Americas 2025.
Gloria Saló, director of Content and Production Consulting at GECA, and Sydney Borjas, CEO of Scenic Rights, reported on the alliance within the framework of Content Americas in the talk “IPS literaria, el valor diferencial en el mercado audiovisual.” “The report will analyze the relationship between the original works and its adaptations to compare both types of productions thanks to audience analysis,” explained Borjas, pointing out that the study will include 47 countries.
A free summary of the report will be available to the industry. Access to more in-depth information will have a cost. Saló and Borjas commented that this is a first-in-its-kind study in the Ibero-American market.
The report will study the impact of literary adaptations from Spain, US Hispanic, Mexico, Colombia, and Argentina, using Social Intelligence (SI), which measures social demand data by analyzing the user’s behavior on the Internet, in addition to analysis of social networks regarding the most relevant titles compared to series of the same genre, both original and adapted. It also includes an interesting analysis of launches of campaigns and an executive summary of opportunities, conclusions, and recommendations.
“The SI tool allows us to observe the evolution of the work over time and the feeling among the public, in addition to other elements,” said Saló. He explained the data allows a more complete vision of the social conversation about the works to make informed decisions regarding acquisitions, distribution, and content production. The tool measures acceptance, interaction, the level of success, makes comparisons and evolutions, the possibilities of traveling and becoming a franchise, sentiment, and its behavior from the premiere to the present.
In addition to the SI tool, GECA uses the OTT Barometer (analyzes the audiences of OTT platforms, forms of access, preferences, and habits), Teleformat (international observatory of the audiovisual sector with all the keys on trends), and LinkTV (analysis of programming and audiences on linear channels in Spain).
Scenic Rights is a marketing agency specializing in IP adaptation rights for audiovisuals, and GECA is a strategic consultancy for the audiovisual market.
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