Floricienta

TV Kids Weekly, June 19, 2007

ORIGIN: The series is based on an original idea by Cris Morena.

CREATORS: Cris Morena Group/RGB Entertainment in a co-production
with Dori Media Group.

TV SHOW: Floricienta is a
live-action youth-oriented telenovela that has entertained children as well as
adults with its humor, romance, imagination, adventure and elaborate musical
segments. The first season of 170 1-hour episodes aired in Argentina in 2004,
and the second season of 185 episodes aired in 2005.

The series is a modern-day version
of the classic Cinderella fairy tale about a young girl with a pure soul who is
looking for her Prince Charming. It tells the story of Flor, a 20-year-old girl
from a very modest background who goes out into the world looking for the kind
of work that will fulfill all her dreams. She is hired as a nanny by an
important German family consisting of six children, ranging in age from 8 to
26. She proves to be a very special caretaker. Just as the prince in Cinderella
finds the glass slipper that leads to happiness, the children in Floricienta discover their happiness through the music and joie de
vivre that Flor brings to their lives.

MAIN BROADCASTER: Floricienta was
initially broadcast by Artear (Canal 13) in Argentina and reached a
40.4-percent audience share, a record for its time slot.

TV SALES: The original version of the series has sold in more than
35 countries, including Albania, Bolivia, Costa Rica, Ecuador, Spain, Greece,
Guatemala, Indonesia, Israel, Peru, Romania, Serbia and Montenegro, Turkey,
Ukraine and Venezuela. The format has been sold to RCN in Colombia, Televisa in
Mexico, SIC in Portugal, TVN in Chile, Bandeirantes in Brazil and CTC in
Russia.

Telefe International holds the
international rights for all territories worldwide, except for Eastern Europe,
which is held by Dori Media.

MAJOR LICENSEES: Cris Morena Group, together with RGB Entertainment, holds
the worldwide rights to license consumer products connected to its own series.
In Argentina, there are already some 400 products. Major licensees include
Movistar for cell phone cards, Sony Ericsson for cell phones, Cadbury for candy
and chewing gum, Panini for action figures, Editorial Atlántida for a magazine,
and EMI Music for CDs.

OTHER PRODUCTS: Floricienta has
evolved into a whole world of its own beyond the small screen. A theatrical
tour has staged more than 180 performances throughout Uruguay, Peru, Bolivia,
Israel, Guatemala, El Salvador, the Dominican Republic, Panama, Venezuela, Ecuador
and Mexico, attracting more than a million spectators. Four very successful CDs
were released, selling more than 600,000 units and achieving Gold and Platinum
status. The magazine was the top-selling one in the children’s category in
Argentina and has sold some 60,000 copies each month. And more than a million
SMS messages were received in the first month after the show’s premiere.

STRATEGY FOR ROLL OUT: The strategy for rolling out products starts with having
the show on the air in each market. The company will then visit the major
manufacturers, distributors and importers in each country and, in general, will
start rolling out products two to three months after the television debut.
Licensees are selected based on their experience, sales plans, manufacturing
and distribution capacity, and the possibility of extending licenses in each
category into neighboring markets.