Leading LatAm Execs Talk Programming Trends

CANCUN: World Screen’s Anna Carugati moderated the View from the Top superpanel at MIP Cancun this morning, with Endemol Shine’s Laurens Drillich, BBC Worldwide’s Anna Gordon, Viacom’s Eduardo Lebrija, TV Azteca’s Joshua Mintz and Telefe’s Darío Turovelzky weighing in on the trends reshaping the Latin American television market.

Mintz, deputy to the president at TV Azteca, stressed the importance of fiction content to the Mexican broadcaster, particularly in prime time. Its drama strategy has been evolving, with novelas now shorter and more reflective of people’s real lives. “The storytelling is changing,” he said. The broadcaster has started airing some co-productions made with Sony Pictures Television and those have been very successful, he said.

Drillich, the president of Endemol Shine Latino, discussed some of the company’s shows that have been particularly successful in the region, among them “the crown jewels” Big Brother and MasterChef,  as well as Your Face Sounds Familiar and My Name Is. “These formats all adapt very well to the Latin American market.”

Gordon, executive VP and managing director for Latin America at BBC Worldwide, said the region is “critical” to the company. “It’s growing so quickly. We’ve seen double-digit growth the last few years. We’re set to do that again this year. We’re really seeing growing engagement with BBC content here in Latin America and we’re excited about what we can do.”

Lebrija is Viacom International Media Networks’ senior VP and general director for Mexico and Central America. Latin America is Viacom’s second-largest international market after the U.K., Lebrija said. The company is producing in several markets in the region and has been stepping up its output out of Miami, where it has a new studio.

Turovelzky heads up programming, acquisitions and promotions at Argentina’s Telefe (which Viacom confirmed it was acquiring this week). “We consider ourselves a multiplatform content production company that also has a channel,” he said. While Argentina is its primary market, “our focus is global, the market is the world. We assume this strategy because we know that in Argentina in terms of advertising income we have a small [and fragmented] pie. And we are a family-oriented broadcaster, so we have a development team creating other types of content, not only for our channel but for other territories, screens and platforms.” Telefe has served as the production hub for Big Brother in the region and recently executed a Sony format for Uruguay, Peru and the U.K. On the scripted side, Telefe recently co-produced The Return of Lucas with Peru’s America TV.

Asked what he is looking for at present, Mintz said that TV Azteca “is open for business…. Those days where you own everything and produce everything yourself are over. We’re really open to good ideas.”

Drillich said that Endemol Shine will continue to exploit its deep catalog across the region, but is also looking at content creation for the LatAm market. El Vato for NBC Universo is an example. “The fact that broadcasters are looking at different models is extremely good news.”

Gordon said that for BBC Worldwide, big shows at present include Doctor Who, Planet Earth II and the Bake Off format, as well as the distributor’s high-end dramas. “Particularly in Latin America, we’re in a real golden age of content. You can see the quality of homegrown and international drama coming in. Formats are looking fantastic. As a content company that’s a really good place to be. We’re in a good place to sell to a market that is hungry for good content.”

Lebrija from VIMN said that all of that company’s offices in Latin America are seeking out new content locally, in addition to exploiting the global catalog. “The future is, be flexible, hear everyone’s ideas. If they match with the values you have for your brands, you can go ahead and co-produce.” He also said he’s excited about Viacom’s takeover of Telefe. “It’s about gaining scale for us. And it’s about content. It’s one of the best broadcasters in Latin America. We think our brands and their content are very much alike.”

Telefe’s Turovelzky said that he’s eager for the company to enter into more international alliances. “We work in alliances in entertainment, fiction, with the best players in the world. We are looking for high-impact entertainment shows, game shows, talent, reality and factual; fiction wise, comedy is an important genre in the Latin American market, and drama fiction focused on women, with action and thriller elements.”

Carugati asked the panelists about co-production models. TV Azteca’s Mintz noted the importance of co-pros both creatively and financially and added, “this is the most exciting moment for independent producers. There is an explosion of creativity and openness of the market that is going to lead to great products and great business models.”

Gordon said she’d love to see more Latin American co-pros for BBC Worldwide’s big titles. “As I look at the shows I’d like to make in the Latin American market, I’d love to make scripted shows, I’d love to make Top Gear, those kinds of shows can only be achieved if you get people collaborating. It’s nice to see that happening.”