Juliana Algañaraz: Creating a MasterChief class channel for all Latin America and Brazil with tutorials and cooking lessons

Endemol Shine Brazil: Venturing into learned entertainment

Aliana González, Mexico City|10 de enero de 2020


Juliana Algañaraz, CEO of Endemol Shine Brazil, said that a strength they will continue developing in 2020 is branded content, an area in which they grew 80% in 2019. “Brands want to take ownership of content, consequently, we are transformed into an access door," she stated.

From Brazil they manage the digital content of MasterChef Chile, Paraguay, and Dominican Republica, which is working very well, she argued. “We are bringing results that no one expected and the truth is that it is going to be a bet for 2020,” said Algañaraz.

Another project they are going to manage in 2020 is learned entertainment, because they are going to create a MasterChief class channel for all Latin America and Brazil with tutorials and cooking lessons.

“We don`t want to turn into an education platform. What we want is four our brands to be able to deliver services to our audience, what they need and want," she said, after mentioning that for this initiative they are going to partner with some talents and logically, this will go hand in hand with the branded content strategy.

She explained that the Development and Digital Strategies department at Endemol Shine in LatAm has its headquarters in Brazil and from there is measuring what works and what doesn´t, generating strategies at all times.

“We have strategic partnerships with Facebook, Twitter and Google, which, since they are in Brazil, a country where many strategic decisions are made because it is the largest market in Latin America, turns out to be very practical and organic" she added.
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