Catalina Ramirez Chaves Propagate
90 Minutos for Tplus by Peacock and Pinches Momias for ViX are two of the most recent projects Propagate is developing for the US Hispanic market.
“Part of our DNA has always been to have our eyes on Latin America and the world. Latin America is a region extremely rich in stories, where you can find impressive talents and stories that resonate worldwide, and what we try at Propagate is to find stories that, when told from very local aspects, can reach audiences in the world, global issues. The case of Pinches Momias is a great example because it is a story about the mummies of Guanajuato that anyone can understand. And speaking of the US Hispanic public, there can be a total synergy,” said Catalina Ramírez, Co-Head of Propagate International.
Ramírez recalls that Ben Silverman, CEO of the company, “always has had an eye on international formats and closely followed Latin stories to adapt them for the US and the world, like the ones we all know like Ugly Betty and Jane the Virgin.”
For Ramírez, Propagate recognizes Latin America as a relevant market. “We understand the quality of the stories coming from the region, the quality of its creators, and Ben Silverman has been quite sure about this during his career. He has been a pioneer in finding those stories and creators and taking them to the next level.”
She highlighted the importance of the US Hispanic for the company.
“Soon, we will begin the production of 90 Minutes (Tplus) for Peacock, targeting its main audience: US Hispanics. It has been an incredible process, done in Mexico and in Spanish. It is a soccer and comedy story that takes place in Mexico. It is super important for us because it means it is a part of a country, history, culture, that emerges in another and that it is in a community expanding in this country,” she explained.
90 Minutes is an original by Joe Rendón.
She said that working with Tplus has been incredible. “They understand very well the targeted audience, but they also understand the quality of the stories they want to tell. We are very synchronized in wanting to tell stories aiming to the next level, tell those stories never seen but are in our everyday lives, being able to take these stories to the homes of all the Hispanic descendants in the US so they can go through scenarios and situations so familiar to everyone with which we can all identify and take us back home, but that are also very global and universal, and can connect with other cultures and people.”
She mentioned they have several projects in development for the US Hispanics. “We have a first look deal with our partners ViX. We are happy to continue working with them and exploring opportunities,” she concluded.
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