U.S. HISPANIC Versión en español
Endemol: Non-scripted television is experiencing increased appeal
Maribel Ramos-Weiner| 25 de septiembre de 2024
Hortensia Quadreny, VP for US Hispanic Programming and Planning for Lifestyle and Factual Latin America at Warner Bros. Discovery, believes one of the advantages of the new WBD is its larger portfolio of channels with more experience in streaming. “We’re finally reaching that segment. There are still many decisions to make, depending on where trends lead. Humans are finding it harder to concentrate, and we need to create more short-form content like TikTok.”
Quadreny was on a panel of programming and promotion executives and content creators who discussed recent examples of how Latino talent and cultural references have been successfully integrated into new original programming. These examples demonstrate the strong appeal that Latino talent has in attracting the Hispanic audience.
The panel, titled Reflecting Latinos in Original Productions, also included Oswald Méndez, CMO of Canela Media; Marc Pérez, president of Sirk Productions; Frank Scheuermann, Chief Content Officer of Unscripted at Endemol Shine Boomdog; and was moderated by Adriana Waterston, Executive VP and Head of Insights & Strategy at Horowitz Research.
GOOD CONTENT TRANSCENDS ANY PLATFORM
For Scheuermann, the best stories and characters remain key. “What has changed for us is that clients and platforms want more for less. That’s the challenge,” he said. He noted that with La Casa de los Famosos, they started with fewer weeks and hours, but now they have more weeks and three hours per broadcast. ‘Non-scripted is becoming more attractive and timely because it produces quickly. The challenge is how to present the content, thinking digitally first.'”
For Scheuermann, the best stories and characters continue to be key. “What has changed for us is that clients and platforms need more for less. That is the challenge,” she said. She indicated that with La Casa de los Famosos they started with fewer weeks and hours, and now they have more weeks and three hours per broadcast. “Non-scripted is becoming sexier and timely because it is quick to make. The challenge is how to present the content, think digital first.”
He emphasized that in 2023, they produced over a thousand hours of content, including La Casa de los Famosos, Masterchef, and Quién es la Máscara.
Scheuermann noted that ‘Quién es la máscara’ is a popular show in its seventh season, while La Casa de los Famosos is currently in the spotlight. ‘It’s a show that appeals not only to Hispanics but also attracts new audiences. It’s a multiplatform show.'”
Méndez believes that good content ‘transcends any platform.’ He emphasized that the star power and storytelling associated with the content are crucial. Regarding delivery, he indicated that it’s essential to prioritize the content and then consider how it adapts to the delivery system and the audience’s preferences, ‘to stand out from the clutter.'”
Quadreny mentioned the case of the unscripted program “Juntos en Acción,” hosted by Carlos Ponce and Karina Banda, which “was a successful collaboration with the Advertising Sales team.”
Pérez from Sirk Productions highlighted the documentary about a transgender fighter they made for ViX and FUSE, titled Unfightable.
Méndez of Canela Media pointed to the upcoming debut of the third season of Secretos de Villanas on Canela.TV, airing October 10th. This is one of their platform’s shows that has sparked conversation, which Méndez believes is a mark of good storytelling. “When a story starts conversations and goes viral, it’s a sign of its impact,” he said.
THE GATEKEEPERS HAVE CHANGED
Another point they raised is that the decision-makers, or gatekeepers, may have changed, but the answer remains “no.” For Pérez, who owns his own production company, the solution has been to create his own stories. “As owners and creators, we control our destiny and our team.”
Méndez believes it’s essential to have more diverse leadership in these studios. “Typically, those making decisions at the studio level don’t fully understand these stories. They may not find them authentic, but rather see them as items on a checklist.”
Quadreny emphasized the importance of continuing to inform people about who Latinos are and what they represent. Pérez agreed, adding that it’s crucial to cast the right characters and have Hispanic crews. In his company, he’s promoted crews that are 70% Hispanic or female.
Méndez stressed the importance of giving a voice to storytellers who haven’t been heard. “We want to infuse these stories with authenticity,” he said.
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