John Rossiter of SPT: “Creating Content Specifically for YouTube Has Delivered Extraordinary Results”

The dynamics of YouTube are among the interesting trends that Sony Pictures Television (SPT) is observing in the region.

“We’ve been experimenting with digital formats for several years. For example, Shark Tank Creators, which launched in Brazil two years ago. We’re now in our third season there, and we’ll soon begin the second season in Mexico. Shark Tank has been a huge brand for us. Being able to create content designed specifically for YouTube has delivered extraordinary results,” John Rossiter, Executive Vice President of Distribution, Networks and Production for Latin America at SPT, told PRODU.

Rossiter added that when they discuss these projects with clients and advertisers, “the level of enthusiasm is tremendous. We will continue expanding these types of initiatives and exploring new intellectual properties.”

He also noted that YouTube makes a great deal of sense for the company because it has production, advertising sales, data analytics, and digital marketing capabilities. “We know that space well. In addition, the traditional market has truly awakened to YouTube’s potential over the past two years, and we are very well positioned to continue growing there,” he said.

EXPLORING THE MICRODRAMA MARKET

Asked about SPT’s venture into microdramas alongside VIP 2000 TV, Rossiter said that “rather than a bet, it’s an exploration. Latin America is a huge market for telenovelas. And microdramas, vertical dramas, and similar formats are generating a lot of activity. We’re interested in understanding their production techniques and experimenting with them. We’re accustomed to producing premium, high-budget content, so we want to explore what it takes to work in this new format.”

When asked whether he believes the microdrama trend is stronger in Latin America than in other regions, Rossiter pointed out that it really began in Asia.

“There are major market players there who have achieved phenomenal success with this model and have built their own platforms and business models. In Latin America, we’re still observing how the ecosystem will evolve. We’re not in the platform business, but we want to understand the phenomenon because it could become something very important for the region,” he said.

CARLOTA AND LA SCREENINGS 2026

Regarding SPT’s offering at LA Screenings 2026, Rossiter highlighted that, from a Latin American perspective, this was probably the third consecutive year that the company participated in the market with a substantial slate.

“But now, for the first time, we can also showcase the concrete results of what we’ve been producing, especially with Carlota. I think that has generated a great deal of respect and excitement. Many clients told me, ‘We love coming to your screenings because you always have something different, a diverse catalog, and you’re constantly pushing boundaries.’ And right now, Carlota represents the highest standard of everything we’re doing,” he said.

Sebastian Zurita, Mabel Cadena, Alejandro Gracia, Belinda, SPT’s John Rossiter, Madeleine Contreras and, Miguel Angel Silvestre, during Carlota’s official start of filming

HBO Max Latin America will premiere Carlota in the region, although the launch date has not yet been announced.

Rossiter highlighted three key aspects of Carlota. “First, the scale of the production. Second, the premium quality that people were able to see on screen. But third—and perhaps most importantly—the cast. Having Belinda as the lead, along with Miguel Ángel Silvestre, Jaime Lorente, and Mabel Cadena, gives it an extraordinary level of appeal. The reaction from clients was incredible,” he said.

Belinda is the protagonist of Carlota

In addition, the fact that the series was filmed in Spain, Colombia, and Mexico makes it truly special. “So yes, Carlota was definitely one of the stars of the event,” he added.

The other major highlight during the LA Screenings presentation was the announcement of the partnership with Alfonso “Poncho” Herrera and the caliber of talent he represents.

Rossiter noted that one of the trends at LA Screenings is the growing dialogue among clients, producers, and distributors about partnerships.

“Many conversations revolve around strategic alliances. That is also reflected in our productions. We’ve worked with top-tier talent, and buyers can clearly see the close relationship between the studio and creative talent. I think the focus is on finding the right project, the right talent, and the best way to collaborate to bring it to life,” he emphasized.

PARTNERSHIP WITH PONCHO HERRERA

Asked about the partnership established with Alfonso “Poncho” Herrera, Rossiter said that several projects are currently in development with the actor.

“Poncho came to work with us because he wanted to do something more ambitious. He’s a very selective actor. He wants to be involved in projects that he enjoys and that challenge him. The most important thing for him is strong writing. When you talk to him, it becomes clear that writing is fundamental. He became very excited about Carlota. We showed him some of what we’re working on, and he’s convinced that we can develop and deliver projects at a very high level,” Rossiter said.

Alfonso “Poncho” Herrera

He explained that Herrera signed with SPT because he trusts the company’s ability to create high-quality content.

“And he truly sees this partnership as a logical step in his career. He has every option available to him. He worked on Ozark and has a very strong international profile. Ultimately, for him, it’s less about genre and more about the quality of the writing and the project itself. So we’re very much on the right track.”

FLORESTA

Rossiter also made special mention of several productions from Floresta, led by Adriana “Dida” Silva, Vice President and General Manager of Floresta Brazil, including Pitching Against the Clock and other projects. He also highlighted the company’s adaptation of Panic Room in the scripted arena.

“The visual quality is impressive, and because it’s a Sony intellectual property, it was a high-profile project for us. She did a brilliant job, and the reaction from clients has been fantastic,” he concluded.