Canal 13-Chile’s David Belmar on Chilean Innovation

NEW YORK: Under the executive direction of David Belmar, Canal 13-Chile has made huge leaps forward; Belmar speaks with TV Latina about this success.

TV LATINA: In the last year, Canal 13-Chile has led the local market in prime time. What has led to that success?
BELMAR: Canal 13-Chile works with a very clear objective that translates into all of its programming: being an open medium that listens and gives space to the different groups in today’s society. This is reflected in the programs that aren’t for prime time, such as the morning show Bienvenidos and the magazine Alfombra roja, as well as the prime-time programs such as reality shows, entertainment, fiction series and docu-realities.

As well, [we are] permanently looking to be close to the audience; Canal 13-Chile stands apart in the industry for its high-quality production, which is valued by the audience and has helped us lead the local industry in 2012.

TV LATINA: With the local grid, Canal 13-Chile has garnered success with realities like Mundos opuestos and Pareja perfecta, and you’ve also announced the production of Mundos opuestos 2. What has been the secret to success? What business opportunities do you see from producing these realities?
BELMAR: Canal 13-Chile was a pioneer in making realities in Chile and has built very specialized teams in the genre. We developed the first experiences with international formats and we’ve progressively added formats made here at home. We can’t talk about only one determining factor, but we can speak [about] the success resulting from teamwork from people with experience and knowledge of the genre, that work creatively in key [areas] such as casting, dramatic progression, design and perfecting the competition trials.

Business opportunities with reality shows have expanded as the landscape has opened up to the genre. Currently in a reality show, a brand can be showcased traditionally or through special activities created for that brand within the program, a process that requires the audience’s attention to detail and is very attractive to advertisers.

WS: Although the international sales department at Canal 13-Chile is fairly new, it has been fruitful. You sold the rights for Mundos opuestos to NBCUniversal. What are the division’s future projects? What markets are Canal 13-Chile interested in in terms of distribution?
BELMAR: The division looks to important markets with a presence at NATPE, L.A. Screenings and MIPCOM, to be able to get massive exposure of our content. At MIPCOM 2012, our products were received by a great number of clients that attend the market.

Canal 13-Chile’s market interests have no frontiers in territories or platforms. As an example, we’ve placed our novela Primera Dama in Ghana and Nigeria.