Mariano César: We believe that producing our own melodramas is the next evolution of this strategy
Content produced in Latin America plays a fundamental role within Max’s strategy, Mariano César, Head of General Entertainment Content for Warner Bros. Discovery in Latin America and US Hispanic, told PRODU. Following the successful premiere of Como agua para chocolate, they are preparing a series of new releases. The Brazilian telenovela Beleza Fatal is set to premiere on January 27, 2025, as indicated by the official teaser. Subsequently, the post-production of Dona Beija is underway, and the Mexican soap opera Colisión, a Telemundo production, is slated for release later in 2025.
“We are incredibly proud of Como agua para chocolate, and we’re still riding the wave of success from Ciudad de Dios, the Brazilian Portuguese series. This strategy of original content will continue,” said César during the presentation of Como agua para chocolate in Mexico City.
He explained that telenovelas, a fundamental part of Latin American culture, are a logical next step. “We’ve already been cultivating this genre through acquisitions, such as Turkish and Spanish telenovelas, which have been successful on our platform. We believe that producing our own melodramas is the next evolution of this strategy,” he said, adding that “Chespirito, sin querer queriendo” is also about to be released. “It’s likely to be the biography of one of the most beloved, respected, and idolized content creators in all of Latin America and the world,” he commented, emphasizing that the production of Latin American content is a path they’re taking with confidence. “Today, we’re incredibly excited about Como agua para chocolate and what’s to come in the next few months,” he concluded.
He explained that Colisión, a Mexican telenovela produced in partnership with Telemundo Studios, will be released in 2025. “While I can’t share much at this time, I can say that we believe it will be a fantastic product that will challenge many of the preconceived notions people have about telenovelas.”
It’s a 40-episode telenovela that, according to César, will captivate not only Mexican audiences but also Spanish-speaking viewers worldwide. “We’re incredibly excited about it. While there’s still a long way to go, we’ll soon announce a premiere date, and we’re already thrilled with what we’ve seen so far,” he explained.
Mariano César stated that while they are highly focused on Max’s growth, they ensure that each title receives appropriate windowing. Additionally, many of these contents achieve synergies between different platforms, complementing each other.
“At Warner Bros. Discovery, we’re incredibly proud of our brand portfolio. While we’re highly focused on the growth of our streaming business with Max at the forefront, we also have a wide range of brands that serve diverse needs through our networks. We’ve observed that many of our contents achieve synergy between both platforms. Of course, we ensure each title receives appropriate windowing, and our premium brands like HBO and Max hold a privileged position. However, we’ve also discovered that reality formats can excel simultaneously on both linear and on-demand streaming platforms,” he explained.
Some examples include the recent release of Divina comida and the iconic Mexicánicos, a Discovery format that has been successful for a decade. “Today, Mexicánicos finds a new way of consumption on Max, reaching new generations and audiences. We’ve observed that these different modes of consumption and platforms, far from cannibalizing each other, actually synergize and complement one another.”
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