Daniel Rodríguez, co-Executive VP, Endemol Shine

Endemol Shine: Boosting fiction formats

Marcela Tedesco, Miami Beach|24 de enero de 2016

Endemol Shine Latino, which in 2015 produced more than 400 hours of entertainment content between Mexico and the US, now aims at boosting its fiction formats, stated Daniel Rodríguez, co-Executive VP at the company. Monday 18th they began shooting El Vato (13x60´) for US Hispanic´s NBC Universo. “This year we expect to produce not only the first but also the second season”, he said. He also expressed his enthusiasm for Telemundo’s version of Gran Hermano, that is recording excellent results among the audience as well as digital following by audience voters. On the other hand he mentioned that right now the most important markets for a production companies are advertising agencies and brands. “Working with advertising agencies to create stories or programs for brands, so that they can promote their products in a direct way within a framework of entertainment and draw people's attention so they come back looking for the story or whatever a program generates. Many see this as a second digital screen, when it could actually be thought of as a first business for many companies”. Regarding the situation of the market, his opinion was that: “From an economic point of view, 2016 seems difficult for many parts in Latin America. From an entertainment perspective, it is the moment when TV grows and has to provide quality programming for their audiences, crisis are great opportunities to generate new contents”, he ended.