Belinda Menendez

Between the new dramas and comedies produced for NBC’s re-vamped prime-time schedule, classic shows and some of the hottest hits in the U.S. cable market, Belinda Menendez, the president of NBC Universal International Television Distribution, has a wide variety of shows to offer buyers at MIPCOM. She talks about the international appeal of this diverse slate.

WS: During the economic downturn, did broadcasters show a greater willingness to acquire high-quality finished U.S. shows that had already worked well around the world, rather than produce homegrown shows?
MENENDEZ: In a tough economic climate, buyers are absolutely challenged to be creative and smart with their acquisitions budgets. They understand that, in order to reach the broadest audience possible, they need to strike a balance between local and acquired shows. How a series has performed in the U.S. is certainly taken under consideration, but it is ultimately the quality of the series and its potential local appeal that drive the final decision. Series produced in the U.S. can offer state-of-the-art production values, high-profile talent, innovative and action-packed storytelling, all of which are appealing to both buyers and audiences abroad.

WS: What new opportunities are you seeing in the international market?
MENENDEZ: DTT absolutely provides robust opportunities to license a significant amount of programming overseas, [because] there is a growing appetite for U.S. titles as these outlets continue to mature. The evolution of the new-media space is also affording burgeoning opportunities to drive sales, as we’re seeing a shift in the types of product being pursued. For example, new-media outlets have traditionally been more focused on feature films, but are increasingly embracing both scripted and non-scripted programming, as well.

WS: Which have been some of your best-selling shows over the past few years?
MENENDEZ: We are in a very fortunate position to have amazing talent behind and in front of the cameras on our shows, so it’s difficult to single out just a few. However, while we’ve had many global successes over the years, some notable scripted titles include House, Heroes, Monk and the series that make up the Law & Order brand.

WS: NBCU is in a unique position this season—given the prime-time programming changes at NBC—to have quite a number of new shows. Which ones have already created a buzz among buyers?
MENENDEZ: This year’s L.A. Screenings was one of our best ever, in terms of the amount of programming we have to offer, as well as client response. What also puts us in a unique position is the breadth of our portfolio, which includes scripted network series, cable series and reality series, in addition to news, specials and locally produced programming.  Again, it’s difficult to single out shows when we have such a rich mix of product, but I can tell you we have had tremendous response to series including The Event, Love Bites, Covert Affairs and Outlaw. As our new series begin to premiere in the U.S., we anticipate even more interest across the board.

WS: Not much is said about library product, but aren’t there some shows that continue to sell well over and over again?
MENENDEZ: You’re absolutely right, not much is really said about library programming, but it remains an evergreen overseas. The popularity of library product abroad speaks volumes to the quality of U.S. series and their enduring appeal. Most people who are not familiar with our business would be surprised to know that shows including Kojak, Magnum, P.I., Murder, She Wrote, Quincy and, of course, Columbo, have slots on TV schedules all over the world and continue to perform well. 

WS: What kind of after-sale promotional support do you offer your clients?
MENENDEZ: We have invested in utilizing the latest technologies to provide our clients with immediate access to extensive and innovative digital promotional assets. Additionally, we have a marketing and communications team based in Los Angeles and London that takes a very customized approach to post-sale promotional support. They work very closely with their client counterparts to brainstorm ideas and offer guidance, including a review of U.S. promotional campaigns to identify how they can potentially be adapted for a local audience. Of course, talent access plays an enormous role in our support efforts, including bespoke promos, set visits and personal appearance tours abroad. While our team offers myriad ideas and support materials, we ultimately leave it to the local experts to determine the best strategies for their markets.