{"id":3448,"date":"2017-10-17T03:41:43","date_gmt":"2017-10-17T07:41:43","guid":{"rendered":"http:\/\/worldscreen.com\/tvlatina\/tv-azteca-chief-talks-transformation\/"},"modified":"2017-10-17T03:50:58","modified_gmt":"2017-10-17T07:50:58","slug":"tv-azteca-chief-talks-transformation","status":"publish","type":"post","link":"https:\/\/worldscreen.com\/tvlatina\/tv-azteca-chief-talks-transformation\/","title":{"rendered":"TV Azteca Chief Talks Transformation"},"content":{"rendered":"

Benjamin Salinas Sada, CEO of TV Azteca, shared his strategy for the Mexican broadcaster in conversation with World Screen<\/em>\u2019s Anna Carugati during his MIPCOM Media Mastermind keynote.<\/p>\n

Salinas has been the CEO of TV Azteca, which is marking its 25th anniversary, for the last two years. He inherited an organization that needed a transformation from within. \u201cThe culture was a mess. There was no teamwork, no creative ideas. We had to start to change from the inside by producing better and start reconnecting with audiences.\u201d<\/p>\n

Salinas put in place a strategy to change the culture at TV Azteca, fostering a spirit of collaboration. \u201cThe culture is completely different now. It\u2019s still a work in progress. I\u2019m really happy with the results. When I arrived we had 28 percent share in prime time. Now we have well over 35.\u201d<\/p>\n

He noted that when he took over at the company, \u201cWe had no owned telenovelas. We bought internationally and aired them. So we had a big lag in the pipeline.\u201d Now it\u2019s making nine to ten, including, with Sony Pictures Television, Rosario Tijeras<\/em>. \u201cIt\u2019s the first time we beat Televisa in the ratings.\u201d<\/p>\n

Salinas is excited about the prospect of international collaborations to deliver shows with bigger budgets and greater scale and ambition. \u201cThe audience is very demanding. That\u2019s why we\u2019re making big changes for the future.\u201d<\/p>\n

TV Azteca, which operates two free-TV networks, launched two new channels this year, including a 24-hour over-the-air news service. Free to air remains strong in Mexico, Salinas noted. He added that sports is a key driver for TV Azteca. \u201cEvery year we have the number one show in ratings and it\u2019s usually a boxing match.\u201d<\/p>\n

Carugati asked Salinas about how TV Azteca is responding to the shifting media landscape. Outlining his vision for the next few years, Salinas said, \u201cAudiences are demanding. There are multiple distribution platforms, so the ecosystem is growing. The number of productions is growing. We see opportunities. There is an imbalance between supply and demand. There is more demand than there is supply. That\u2019s a clear opportunity for us. We should seize it.\u201d<\/p>\n

Part of that strategy has involved the launch of an independent production company, Dopamine, to make \u201ctop-tier original content.\u201d On why the company has taken this route, Salinas said, \u201cWe\u2019re a local player. We cannot compete with content worldwide that\u2019s being done with much larger budgets than ours. With Dopamine we\u2019ll be able to do that.\u201d The venture will begin in Spanish-language content but could expand to English. It will have its own sales arm to distribute shows around the world. \u201cWe need to be producing for different platforms,\u201d Salinas said.<\/p>\n

Dopamine projects in the works include a collaboration with Sony Pictures Television about Mary Magadalene. \u201cWe could not have done that with TV Azteca. It would not be profitable. If by any chance TV Azteca can [afford to] buy it, great. It not, they\u2019ll sell it to anyone who\u2019s here!\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Benjamin Salinas Sada, CEO of TV Azteca, shared his strategy for the Mexican broadcaster in conversation with World Screen\u2019s Anna Carugati during his MIPCOM Media Mastermind keynote.<\/p>\n","protected":false},"author":290,"featured_media":3449,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[69],"tags":[544,168],"class_list":["post-3448","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-top-stories","tag-benjamin-salinas-sada","tag-tv-azteca"],"yoast_head":"\nTV Azteca Chief Talks Transformation - TVLATINA<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/worldscreen.com\/tvlatina\/tv-azteca-chief-talks-transformation\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"TV Azteca Chief Talks Transformation - TVLATINA\" \/>\n<meta property=\"og:description\" content=\"Benjamin Salinas Sada, CEO of TV Azteca, shared his strategy for the Mexican broadcaster in conversation with World Screen\u2019s Anna Carugati during his MIPCOM Media Mastermind keynote.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/worldscreen.com\/tvlatina\/tv-azteca-chief-talks-transformation\/\" \/>\n<meta property=\"og:site_name\" content=\"TVLATINA\" \/>\n<meta property=\"article:published_time\" content=\"2017-10-17T07:41:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2017-10-17T07:50:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/worldscreen.com\/tvlatina\/wp-content\/uploads\/sites\/15\/2017\/07\/Salinas-MIPCOM-1017.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"348\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mansha Daswani\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mansha Daswani\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/tv-azteca-chief-talks-transformation\/\",\"url\":\"https:\/\/worldscreen.com\/tvlatina\/tv-azteca-chief-talks-transformation\/\",\"name\":\"TV Azteca Chief Talks Transformation - TVLATINA\",\"isPartOf\":{\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/#website\"},\"datePublished\":\"2017-10-17T07:41:43+00:00\",\"dateModified\":\"2017-10-17T07:50:58+00:00\",\"author\":{\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\"},\"breadcrumb\":{\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/tv-azteca-chief-talks-transformation\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/worldscreen.com\/tvlatina\/tv-azteca-chief-talks-transformation\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/tv-azteca-chief-talks-transformation\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/worldscreen.com\/tvlatina\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"TV Azteca Chief Talks Transformation\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/#website\",\"url\":\"https:\/\/worldscreen.com\/tvlatina\/\",\"name\":\"TVLATINA\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/worldscreen.com\/tvlatina\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/worldscreen.com\/tvlatina\/#\/schema\/person\/83da304c8bad8bfdb3edd7eb47cfe5ad\",\"name\":\"Mansha Daswani\",\"description\":\"Mansha Daswani is the editor-in-chief and associate publisher of World Screen. 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