RCN: The challenge of programming is creating content for a multicultural audience

Eugenia Vélez, VP of Programming at RCN, told PRODU that since joining the network she has undergone an enriching process with the purpose of positioning the channel as a leader in production, distribution, and performance among local audiences.

“The main challenge when programming for an open television channel in a unique country like Colombia is that you have to create products that are able to identify with a multicultural audience like ours.”

“The RCN catalog is one of the most robust in the region in terms of quality and variety, which gives us great room for maneuver to make programming decisions in a dynamic market, always with our audience in mind. Our viewers will always be seeking good stories, which is why Yo soy Betty la Fea and Rosario Tijeras stand out because they are also reaching audiences that did not watch them when they were originally launched. Through innovative marketing strategies and advertising campaigns, we have created favorable scenarios for these productions that give them a new look and feel, making our audiences receive them with open arms.”

Another new strategy has been to schedule productions like Factor X or MasterChef Celebrity on weekends, obtaining good results. “Everything revolves around our audience, thinking about the Colombian family and their values. The results are the product of the persistence and dedication that our production team puts into each content that we schedule on weekends as currently MasterChef Celebrity and previously Factor X. The greatest gratification we have found is that Colombian families are gathering together to see our content, this means that the products meet the objective they were designed for, which leverages the needs of the network’s commercial team and on the need of our advertisers to find spaces to generate emotional connections.”