Fernando Sugueno, director of Content, Digital and Marketing at Discovery Networks Mexico
Discovery: Branded content is a very strong trend
28 de marzo de 2019

Fernando Sugueno, director of Content, Digital and Marketing at Discovery Networks Mexico, assured that branded content is a trend that has given the company excellent results. The Disconnected Challenge has been their latest effort in this sense and they did it together with Motorola.

“Through this type of contents we can connect with clients and audiences in a more emphatic way and did so in a very organic way. Branded content is coming strong and doing this show together with Motorola was a very fun challenge," he stated.

Sugueno assured that Discovery and Morotola share DNA, that is betting on well-being, and that is why it was so easy for them to work on The Disconnected Challenge, in which a Mexican woman, a Brazilian man, and a woman from Argentina will have to resolve their everyday activities without a cell phone nor an Internet connection for 48 hours. The half hour special debuted in LatAm on Wednesday, March 27, through Discovery Channel and social platforms.

The executive added that Discovery is coming with a very large line up after the acquisition of Scripps Networks Interactive last year, as well as live entertainment proposals. The company´s current challenge, he explained, is to program a large volume of contents, all with Discovery quality.

The Disconnected Challenge is a production by Nippur Media para Discovery Channel. Supervised by Michela Giorelli, VP, Production and Development at Discovery Networks Latin America/US Hispanic; Jimmy Herrera, supervising producer and Rafael Rodríguez, executive producer.