U.S. HISPANIC Versión en español

Endemol: Non-scripted television is experiencing increased appeal

Maribel Ramos-Weiner| 25 de septiembre de 2024

Hortensia Quadreny, VP for US Hispanic Programming and Planning for Lifestyle and Factual Latin America at Warner Bros. Discovery, believes one of the advantages of the new WBD is its larger portfolio of channels with more experience in streaming. “We’re finally reaching that segment. There are still many decisions to make, depending on where trends lead. Humans are finding it harder to concentrate, and we need to create more short-form content like TikTok.”

Quadreny was on a panel of programming and promotion executives and content creators who discussed recent examples of how Latino talent and cultural references have been successfully integrated into new original programming. These examples demonstrate the strong appeal that Latino talent has in attracting the Hispanic audience.

The panel, titled Reflecting Latinos in Original Productions, also included Oswald Méndez, CMO of Canela Media; Marc Pérez, president of Sirk Productions; Frank Scheuermann, Chief Content Officer of Unscripted at Endemol Shine Boomdog; and was moderated by Adriana Waterston, Executive VP and Head of Insights & Strategy at Horowitz Research.

GOOD CONTENT TRANSCENDS ANY PLATFORM

For Scheuermann, the best stories and characters remain key. “What has changed for us is that clients and platforms want more for less. That’s the challenge,” he said. He noted that with La Casa de los Famosos, they started with fewer weeks and hours, but now they have more weeks and three hours per broadcast. ‘Non-scripted is becoming more attractive and timely because it produces quickly. The challenge is how to present the content, thinking digitally first.'”

For Scheuermann, the best stories and characters continue to be key. “What has changed for us is that clients and platforms need more for less. That is the challenge,” she said. She indicated that with La Casa de los Famosos they started with fewer weeks and hours, and now they have more weeks and three hours per broadcast. “Non-scripted is becoming sexier and timely because it is quick to make. The challenge is how to present the content, think digital first.”

He emphasized that in 2023, they produced over a thousand hours of content, including La Casa de los Famosos, Masterchef, and Quién es la Máscara.

Scheuermann noted that ‘Quién es la máscara’ is a popular show in its seventh season, while La Casa de los Famosos is currently in the spotlight. ‘It’s a show that appeals not only to Hispanics but also attracts new audiences. It’s a multiplatform show.'”

Méndez believes that good content ‘transcends any platform.’ He emphasized that the star power and storytelling associated with the content are crucial. Regarding delivery, he indicated that it’s essential to prioritize the content and then consider how it adapts to the delivery system and the audience’s preferences, ‘to stand out from the clutter.'”

Quadreny mentioned the case of the unscripted program “Juntos en Acción,” hosted by Carlos Ponce and Karina Banda, which “was a successful collaboration with the Advertising Sales team.”

Pérez from Sirk Productions highlighted the documentary about a transgender fighter they made for ViX and FUSE, titled Unfightable.

Méndez of Canela Media pointed to the upcoming debut of the third season of Secretos de Villanas on Canela.TV, airing October 10th. This is one of their platform’s shows that has sparked conversation, which Méndez believes is a mark of good storytelling. “When a story starts conversations and goes viral, it’s a sign of its impact,” he said.

THE GATEKEEPERS HAVE CHANGED

Another point they raised is that the decision-makers, or gatekeepers, may have changed, but the answer remains “no.” For Pérez, who owns his own production company, the solution has been to create his own stories. “As owners and creators, we control our destiny and our team.”

Méndez believes it’s essential to have more diverse leadership in these studios. “Typically, those making decisions at the studio level don’t fully understand these stories. They may not find them authentic, but rather see them as items on a checklist.”

Quadreny emphasized the importance of continuing to inform people about who Latinos are and what they represent. Pérez agreed, adding that it’s crucial to cast the right characters and have Hispanic crews. In his company, he’s promoted crews that are 70% Hispanic or female.

Méndez stressed the importance of giving a voice to storytellers who haven’t been heard. “We want to infuse these stories with authenticity,” he said.

Diario de Hoy

viernes, 27 de septiembre de 2024

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Comenzó la décima edición de SMARTFILMS con más de 1.200 cortometrajes hechos con celulares

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VIPS

• José Luis Sánchez de Natpe Global: Venimos a México a explicar qué es RealScreen Summit y las ventajas de participar en ambos eventos

• César Sabroso de A+E: Producir Huellas para celebrar 70 años de VW en México es ejemplo de unir esfuerzos con marcas para causar mayor impacto

• Productora Nidian Abella: SMARTFILMS me dio la posibilidad de difundir mensajes que resuenen con todos los públicos

PERSONAJE DE LA SEMANA

Roberto Stopello, showrunner y series developer de Netflix

Roberto Stopello es personaje de la semana en PRODU, tras la entrevista exclusiva ofrecida a Ríchard Izarra en #PRODUprimetime, donde reveló detalles de su nueva etapa profesional, después de dejar su cargo en enero de este año como VP de Desarrollo para México en Netflix. Ahora sigue trabajando en exclusiva para la plataforma, pero con mayor libertad y con la posibilidad de pasar tiempo de calidad con su familia. Además, puede vivir en Orlando, EE UU, donde están sus afectos.

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ACTUALIDAD

• Globo presenta al mercado internacional telenovela Manía de ti de João Emanuel Carneiro

• Shooting in Spain intensifica su presencia internacional para atraer rodajes a España

• Festival Internacional de Cine de Cartagena de Indias abrió convocatoria para la selección oficial de su edición 64

• ICEX España lanza la campaña Spain, Where Talent Ignites para potenciar la imagen internacional de la marca Audiovisual from Spain

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FIC Monterrey celebra vigésima edición con foco a reforzar su internacionalización

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Arturo Sampson de Exile: Estrenaremos en Telemundo miniserie documental con J. Balvin que abordará temas mentales

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CONTENIDOS

• Mi pequeña princesa del catálogo de Latin Media lidera la audiencia en República Dominicana

• Netflix lanza documental argentino María Soledad: El fin del silencio el próximo 10 de octubre

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VIPS
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Natpe fortalece su propuesta como mercado con la incorporación de RealScreen Summit, dos mercados en uno, ambos a realizarse en la semana del 3 al 7 de febrero en el Hotel InterContinental de Miami. De esta manera, incrementa su propuesta de valor, al ofrecer un mayor acceso a distribuidores y compradores de EE UU y global, con el atractivo de nuevos contactos y negocios para el mercado latinoamericano. Otra ventana es que se distancia de Content Americas en el espacio de tiempo. Sobre estos temas habló en México José Luis Sánchez, gerente para Latinoamérica, EE UU y Global de Natpe Global, quien viajó a este país junto a César Díaz, en una cruzada de ventas y promoción del evento.

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ACTUALIDAD
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Gabz, Agatha Moreira, Chay Suede y Nicolas Prattes son los protagonistas de Manía de ti
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CONTENIDOS
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Mi pequeña princesa
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Netflix estrena el próximo 10 de octubre en todo el mundo María Soledad: El fin del silencio, documental argentino de Red Creek y Néctar Films sobre el femicidio de María Soledad Morales, a 30 años de su asesinato.

PRODU
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