Programmer Profile: Discovery’s Maria Badillo

PREMIUM: Maria Badillo has a broad remit at Discovery Networks U.S. Hispanic Group, where she serves as director of programming and acquisitions, handling originals and acquired fare for Discovery en Español and Discovery Familia.

WS: What are some of the channels’ most successful series?
BADILLO: During Q1 2012, Discovery en Español dominated among 18-34, 18-49 and 25-54 at 10 p.m. thanks to top-performing series including Crímenes Millonarios and Pesadilla en la Ciudad, which attracted 2.4 million viewers during this quarter. Similarly, the 11 p.m. hour delivered a number one standing among [adults, men and women] 18-34 and [adults and males] 18-49 and 25-54, driven by such popular shows as Aficionados a las Armas and Armas del Futuro. Also notable, Discovery en Español topped the quarter with its popular Discovery Presenta block, capturing large audiences on Sunday nights with strong programs and specials, including the top-performing original production Deportados.

For its part, Discovery Familia experienced a record-breaking year of double-digit growth. The network is currently the number one Hispanic pay-TV channel 6 a.m. to 7 p.m. among preschoolers aged 2–5 and number one in the 2–11 group. It has also seen a significant jump in women 18-34 and 18-49 during prime time. Top-rated shows included Princesitas, No Sabía que Estaba Embarazada and Detectives de Salud, as well as Justo a Tiempo in the Discovery Kids block.

WS: What new shows do you have coming down the pipeline?
BADILLO:  The network [has debuted] Mermaids, an incredible drama-documentary that enters the secret world of mermaids. In October, Discovery en Español will air One Car Too Far, where two adventure-hungry hosts and their car are dropped each week into a different wilderness. Finally, also this year the network will be premiering the original productions Hard Kicks and Batalla de Ingenios.

At Discovery Familia, we will be premiering Word World, the first preschool series where words are truly the stars of the show.

WS: What is the original to acquired ratio for the two networks?
BADILLO: Discovery en Español is primarily comprised of a selection of the best content from our global portfolio of networks, mixed with local co-productions and commissions, in addition to programming from our joint venture with BBC. We also incorporate a small percentage of acquisitions.

For Discovery Familia, our kids and lifestyle network, the mix is different. We acquire a high percentage of content with fewer co-productions and commissions.

WS: How do you schedule the channels throughout the day?
BADILLO: Discovery en Español has morning, afternoon, fringe and prime-time blocks. Weekends follow the same structure but the type of content is different from what we offer on weekdays.

Discovery Familia runs preschool programming from 6 a.m. to 9:00 p.m. focusing on preparing children for the world around them by sparking curiosity and encouraging independent thinking while preserving the Spanish language. At night, Discovery Familia is programmed for moms, spanning relevant topics ranging from cooking and home improvement to parenting and relationships, beauty and health.

WS: What kinds of content are you acquiring from the international market?
BADILLO: We are constantly on the lookout for the best content, whether from well-known program distributors or small production companies, that fits our profile and has the production and quality values we seek. Some of the genres we look for are human adventure, real-life drama, current-affair specials, parenting, home, transformation and medical.

WS: What kinds of content are you commissioning?
BADILLO: We have quite a few series and specials in different phases of production at this time. For Discovery en Español we are working on Hard Kicks (working title), an hour-long series that will follow the story of the Mexican soccer team Pumas as it fights for the championship. We are also producing Batalla de Ingenios. Discovery en Español’s first-ever reality game show is a fast-paced, engineering competition series that will put 12 highly skilled individuals in an eight-stage elimination challenge to compete for the ultimate prize: a full year off to do as they please. The teams must follow a series of clues that lead them to lockers strategically located in the towns and/or cities where the competition takes place. Inside the lockers they find new clues and cash for completing the next leg of the competition.

In addition, we are developing Vivir para Contarlo, a docudrama about ordinary people caught in accidents, disasters or natural catastrophes that force them to search inside themselves for the strength to overcome extreme conditions and experiences that will change their lives forever. Discovery en Español will also feature the second season of 2111, a futuristic series that looks ahead to the changes Latin America’s cities will experience in the next century.

For Discovery Familia, we are working on 10 Años Menos (10 Years Younger), a custom-made original makeover program transforming the lives of women who are either style-challenged or have simply let themselves go under the stress of juggling work and family demands. 

WS: What is your multiplatform strategy?
BADILLO: We have a robust VOD and TV Everywhere offering for authenticated Discovery en Español and Discovery Familia’s viewers offered by the majority of our distribution partners. On these platforms we offer complementary content to the current month’s linear lineup. On Discovery en Espanol’s website we offer short-form video, sneak peek teasers, photo galleries, games, news, blogs and a wide array of cutting-edge interactive experiences that serve to keep viewers engaged with their favorite programming as well as allow them to explore topics of interest even further. Discovery Familia’s site provides digital content designed to create more quality parent-child time. Parents can visit the parenting section and learn about the educational value of our block programming. For moms specifically we have informative blogs, articles and information on health, beauty, parenting and design. The robust kids’ section includes games, downloadable activities, music videos from their favorite shows and much more. Both networks also interact with viewers on Facebook.