Canela.TV: In just one year we have established as a serious competitor in the Mexican market

Canela.TV has been operating in Mexico for a year now and in that time has established itself as a serious competitor in the market.

“This has been a very positive year from the point of view of establishing ourselves in the market and being able – in some way – to educate those who buy media. Also, we’ve been able to make a name for ourselves, for which we are cooperating with top-level advertisers who have given us their trust. We have been developing very interesting strategies, not only locally but cross country. We have had the trust of several advertisers to cross borders and do broader things which are not only tied to the digital world but also to the physical”, said Germán Palomares Salinas, Mexico’s Country Manager and VP of Sales of Canela.TV.

For Palomares they are on the right path to achieve their goals, “but above all, to take for the following year a much more strategic and bigger approach with very good results, not only for the business but also for advertisers.”

“Talking to key people, who trusted us commercially, was a wise decision for our launch in Mexico. We know that there is still a long way to go, but nowadays with a limited commercial team and budget for advertising, we have done great things. Our growth has been very swift at a rate of 1.1 million users per month. This is something that practically no AVOD platform has achieved to date. We began the year with 80 employees in different territories. We think that in 2022 we will close with 160,” he said.

Their original production plans, which have been leveraged with the series A investment round that injected funds in the order of US$300 million, gave birth to Ahogadas, the first original content -prior to the round-. This is a co-production of Industrias Tajín and Cinescopio Films, about drowned cakes, a typical dish from Guadalajara. “That content is the first original we created for this territory. Our company is reviewing a lot of scripted and non-scripted content from the US. We intend to release a reality show at the beginning of next year that we will be making this year. There are many plans and content to come.”

Most of the company’s content is focused on being appealing, not just in one market but in all the markets they participate in. “Ahogadas (drowned cakes) was a local effort based on a business conversation, but the purpose is not only regionalizing it by territory but to make it attractive for all the markets where we are,” he pointed out.

Palomares added that they are aiming for the user to know what to expect from the platform and therefore tune in to see this content that appeals to them not only in Mexico but also in the US and Colombia, where they have been since November 2021. “We want it to be attractive content for Latin American culture and with that idea, we are working on the originals.”