Cris Morena

April 2008

Starting out as a teen model and actress in Argentina, Cris Morena went on to become a full-time creator, and in 2002 became the first woman to establish a TV production company in Argentina. She is the creator, producer, director and songwriter of the hit telenovelas Rebelde way, Floricienta, Alma pirata and Chiquititas, which have lured teen and young-adult viewers around the world.

WS: What was your first great success and what were the circumstances surrounding it?

MORENA: My first success was Jugate conmigo, which was, is, and always will be important to me because it was my first work as a creator, producer and director of a whole project. I had the chance to work with teens and with my daughter, who was 15 at the time, not to mention the daily company of 10,000 kids of all ages. It was a great learning experience for me and I remember it dearly; it was the beginning of my creative career.

WS: What attracted you to the world of telenovelas and motivated you to create them?

MORENA: After Jugate conmigo, I decided to dedicate all my time to creating and producing, and that’s how the children’s hit show Chiquititas began, starring my daughter Romina [Yan]. Then came shows like Floricienta, Rebelde way, Alma pirata, Amor mío and Casi ángeles, which became very successful in Argentina and the rest of the world. We came up with a new way to tell stories. I would call what we do comedies or series with lots of rhythm. Series with characters that young people can relate to more easily, and with music as part of the script.

WS: To what do you attribute the popularity of your telenovelas?

MORENA: Our productions have become truly successful because they offer something more. I don’t think there’s a specific key to why they are so successful, but I do believe they capture the audience’s attention because we tell stories with universal themes that transcend any language, cultural and social barriers. That’s why they are so easily adapted to other markets. What’s more, we make them with great production values, musical clips and choreography, special details in the costumes and set design, and an impeccable cast that is very appealing to kids and teens.

WS: Do you try to convey current social issues to your audience?

MORENA: Basically, what we try to convey is that life is wonderful, that it’s worth living even if you have to take risks figuring out who you are. We all have a mission in life and we must be able to choose our own destiny, taking responsibility for our actions so we can learn and be surprised constantly. Together with a team of professionals and psychologists, we explore the concerns of today’s youth and analyze all the stories and the symbols we use in the programs.

WS: Why is it important to do that?

MORENA: My experience has shown me that you must have a very good understanding of this very special audience’s interests, and with this I feel that they relate to the characters and understand what they are going through. We treat these topics with great care and respect, and the response has been incredible.

WS: In your career, have you ever felt that women are treated differently from men or have fewer opportunities than they do?

MORENA: Personally, it wasn’t easy being a woman in this industry. The truth is I would like to see more women running the media because with the intuition, strength and faith we have, I believe we can help make this world a much better and more peaceful place.

WS: What new projects are you working on?

MORENA: We recently launched B&B, the first Argentinean musical sitcom, on Telefe. It stars Damien de Santo and Romina Yan, who are joined by an incredible cast and six kids who create quite a stir. It’s the story of two neighbors, Bella and her three boys, and Benny and his three girls, whose lives intertwine by accident, and destiny unites them through music, love and comedy. Bella is a ballerina, Benny is a rock musician, and together they build a performing-arts school. The characters sing and dance a different routine in every episode, which is an innovative way of recreating their everyday lives.

The first season of Casi angeles can be seen on the main broadcasters and cable channels like Nickelodeon and Jetix in [Latin America]. We began shooting the second season in December 2007 and it will air very soon on Telefe in Argentina.

We are also in advanced conversations with Televisa to adapt these productions in Mexico. They’re following in the footsteps of Rebelde way, Floricienta and Amor mio, which have become a phenomenal success in that country.