Elena Antonini

VP, Sales, Dori Media Distribution Argentina

— What are your main novela titles for DISCOP?
We are taking some of our late releases to DISCOP, telenovelas, daily dramas, weekly series and our late and new reality game show. Among the Telenovelas we are bringing with us, which one of them is the romantic comedy CIEGA A CITAS (Date Blind), which has finished its broadcast in Argentina with great success and awarded the Best Comedy of the year and the best leading actress on the Martin Fierro last May.  MONEY TIME, a daily drama about soccer, friendship, rival and revenge. We will also introduce our upcoming productions: LADRONAS which is a comedy action series and MIA MI AMIGA INVISIBLE, the most lovable story for the young audience target. After the big success in Western Europe (sold to Italy, Spain, Portugal, Turkey and Greece) we are now presenting our teen telenovela CHAMPS 12 to the eastern European territories. Last, after the incredible feedback on our first reality, UMAN (sold to 14 countires in 7 months) will also be presenting it during the market. Last but defiantly not list is our teen vampire daily drama Split that was sold to 35 countries in less than a year and which second season is already in production

— What have been some of your biggest successes in Central & Eastern Europe in the past year?
During the last years, one of our most successful titles has been LALOLA. Sold to more than 80 countriesworldwide as a finished program as well as a format; proving our unique and universal way of conceiving a project. CIEGA A CITAS (Date Blind) follows the same pattern and is actually landing in the different territories. Due to its great production value, and the way it is written, it is an attractive alternative as a lata; and for those territories who invest in local adaptations seems an excellent opportunity for a romantic comedy series. Also, the results of one of our latest series, SPLIT, has surpassed any expectation. Recently sold to Turner Latin America, the vampire trend is still on going and it’s one of the most attractive plots for the young audience. In addition, our revolutionary interactive reality UMAN has become one of our most demanded titles. For the first time on TV a reality show where the audience takes control on the participants by making all kind of decisions for them.

— What are your biggest markets in the region, and where do you see new opportunities for growth?
The biggest markets in the region in terms of format sales are Russia, Poland, Turkey and Greece. However, in terms of opportunities, we foresee some changes within the market generated mainly by the macroeconomic situation. After the crisis few years ago, format sales decreased while the finished product sales increased. While the market was re-establishing, format opportunities were back on the table, but this time with new and different negotiation terms which stressed the flexibility in many aspects, plus an increased competition, this time from local productions of the region. Such elements makes us improve ourselves for making better quality productions, presenting original ideas which could be easily adapted and be appealing over the world.

— Are you focusing on completed novela sales, or format/script sales?
Our main focus while distributing our titles is understanding the client’s need and try to find the most suitable title for them, at a certain period. And this is the advantage of having such an extensive and varied catalogue. Within the telenovela genre have dramatic style, epic, modern styled, with comic elements; besides covering the entire audience target: children, teens and adult. So we always try to better understand our client and offer them the most suitable title.

— What kinds of novelas are in demand here?
For the last years, Eastern Europe used to broadcast more classic style telenovelas, also known as “Culebrones”. However, this is changing, and programmers and producers are now starting to look for new tenders. Even though the classic stories are still the most requested titles as finished programs, producers are more open to new tendencies and more unique stories. They are willing to consider different ideas by making local adaptations of proven formats which were successful in other territories. By doing so they reduce the risk of the “new tender”.

— What are your overall expectations for DISCOP this year?
We see in Discop 2010 a great opportunity to introduce Dori Media Group’s new titles to the European buyers, as well as already successful titles. We expect that the representatives who will arrive to Discop 2010 will be anxious to buy universal products that are cost effective. Dori Media Group’s varied catalogue enables them to fulfill this exact need, meaning, find telenovelas and daily dramas which have the ability to generate high ratings in relatively low cost.