TV Globo, TV Azteca Align for Mad Love Adaptation

MEXICO CITY/SÃO PAULO: TV Globo and TV Azteca have firmed up a partnership to co-produce a telenovela from Globo’s catalogue, Mad Love, from Gilberto Braga, the author of hit novelas such as Dancin’ Days and Tropical Paradise.

TV Globo will participate with the original synopsis, creative ‘know-how’, artistic design, preproduction process and production supervision, while TV Azteca will be responsible for the adaptation of Mad Love. The telenovela will be shot at TV Azteca studios in Mexico, with a local cast strongly identified with the Mexican company. The new version will respect the original synopsis and maintain the creative premises of the original production. It will be adapted with regard to the number of chapters, the setting and some characters. Braga will have an important role during the preproduction process, supporting the conception and adaptation of the story.

The preproduction step is slated to start at the second quarter and the production itself should run throughout this period. The premiere is set for January 2010. The co-production will be broadcast on TV Azteca, with the intention of exploring strategic markets like the U.S. Hispanic market through Azteca América. The deal also guarantees the broadcast rights on TV Azteca’s international channel and on Azteca Novelas. TV Azteca and Globo TV International will handle the distribution on the international market.

"What’s important is that the new version is carried out by respecting the peculiarities of the Mexican market aiming the local perspective," said Ricardo Scalamandré, the head of international businesses at TV Globo.

"We are convinced that the co-production partnership with TV Globo will result in an amazing brand-new version that will conquer Mexican audience; the joint of creativity and effort of the two companies, will guarantee a high-quality production," commented Mario San Román, the CEO of TV Azteca.

"Co-production brings us the opportunity to use our main strategic asset, our extensive experience in the creation and production of original high-quality stories, to several countries in the world," added Scalamandré. "Always associated with strategic partners and respecting the reality of each territory and the characteristics of each audience."