U.S. HISPANIC Versión en español
Martín Bonavetti of América Estudios: “With ViX We Will Produce 2 To 4 Fiction Series Over The Next Two Years”
Flor Antonia Singer| 19 de septiembre de 2025
Martín Bonavetti is in charge of the Pachacámac studios
The Pachacámac studios of América Multimedia are an asset that is driving Peruvian production beyond its borders. That’s how Martín Bonavetti, director of América Estudios, sees it. He heads the very heart where the programming of Peru’s number-one channel is born.
“For some time now, Peru has been raising its hand in the region, preparing to take a step forward,” says the executive. “We are a sector that produces, not one that buys and airs. To the expertise we already have, we add the construction six years ago of Pachacámac, 59,000 square meters of high-end studios. This is an important combination for the future. And in 2026, when the audiovisual law comes into effect, the trident will be complete.”
These capabilities made possible the signing of an agreement with ViX, TelevisaUnivision’s streaming platform, for fiction production in which the first windows for the projects will be América Televisión’s broadcast signal and the platform.
The plan covers two years and aims to produce two to four fiction titles per year. “In Peru there is a very strong tradition of original fiction, of telling great stories, and we have to make sure they travel without losing the identity they have,” he says. “The Peruvian market is a major consumer of fiction. The most emblematic example is Al Fondo Hay Sitio, and ViX has recognized the great potential.”
Bonavetti sees a major opportunity in this agreement. “We have to break the prejudice that broadcast TV and streaming platforms compete and cannibalize content. The consumption models are different, and platforms should be seen as partners, not enemies.”
INTERNATIONAL HUB
In July, América TV premiered La Subasta, a game show format produced with Dori Media, through which they are also internationalizing their capabilities for entertainment production in Peru. These are measured in competitive advantages such as low costs, installed capacity, and tax benefits. “The challenge is to produce globally benchmarked content with a local profile. And América Estudios is capable of producing to global standards.”
The studios can host six simultaneous productions and have storage facilities for costumes, props, sets, as well as studio and equipment rentals. This business unit of América Multimedia has América Televisión as its main client and Kapow as a key operator, but it was conceived as a production hub that anticipated the “hub war” that now seems to be starting in Peru, with the announcements of new audiovisual production facilities that will make this market even more competitive.
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