Alberto Santini, SVP of Programming, Production and Marketing of Azteca América
This year, Azteca América will completely update its primetime and some of its daytime, according to Alberto Santini, senior VP of Programming, Production and Marketing.There will be a change, a total revamp. We have developed several formats we will start testing. If they work we will keep them. If they do not work we will have other interesting formats as B and C options in an attempt to keep our screen fresh, said Santini. Some of the upcoming spaces include talk shows and entertainment formats. The channel will also push the Mexican Soccer League, which has performed well in the past in the U.S.The executive pointed out that Marlene Braga, who recently joined the channel, will help him in the execution of local marketing strategies with Azteca América affiliates, and she will also supervise the U.S. production team along with Roberto Romagnolli, VP of Production of Azteca. Braga will also help Santini in evaluating canned material for new opportunities. We want to produce from the U.S. some of the shows we have slated for 2012. We want to have a greater presence in the U.S. and work with affiliates to be closer to our audience, added Santini.Regarding La Academia, which just finished its most recent season, Santini said it was a total commercial success. Some of our most important clients are Leche Lala, L´Oreal and Iusacell. There are banks interested, as well as beauty brands, apparel, foods, and even local state governments in Mexico want to advertise their tourism, he added.
