U.S. HISPANIC
Azteca America: Long telenovelas have no space on prime time anymore
Maribel Ramos-Weiner| 18 de noviembre de 2016
Manuel Abud, president & CEO, Azteca America
Azteca America joins the reinvention of TV by paying attention to its audience, highlighting the presence of short contents and formats, as Manuel Abud, president & CEO of this company expressed. He delivered a presentation in MIP Cancún, where he spoke about current TV and consumption needs, and expressed that long telenovelas have less and less space in the prime time schedule.
“Traditional telenovela used to be based on a model that had less options. I think it no longer has space in prime time; maybe around noon, but prime time is very limited. It is increasingly harder to get TV viewers´ attention and commitment, because they currently have many options to consume,” commented the executive.
Abud highlighted that in Azteca America they are working under the strategy of counterprogramming, which bets on episodic series, because they are very quick formats: “At 7pm, we have a game show that, alike episodic series, starts and ends rapidly; at 8pm we have an adventure reality La Isla, after that, Al Extremo, and at 10pm is when we place either episodic series or short telenovelas.”
When consulted on contents for the Hispanic and Latin American audience, Abud said that in order to capitalize the emotional connection, “you have to be more local and talk specifically to your audience. We are much closer to them and the growth of our ratings prove it”.
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