José Luis Valderrama, well-known advertising and marketing entrepreneur, owner of Hispanic Group and now president of HGLatam

José Luis Valderrama from Hispanic Group: HGLatam was born to penetrate the Latin American market with high quality Cuban content
Maribel Ramos-Weiner|21 de febrero de 2017

José Luis Valderrama, well-known advertising and marketing entrepreneur, owner of Hispanic Group, recently launched a new company for content distribution, called HGLatam based in Peru. The company has three sources of content: Jirafa Producciones from Ecuador, Wide Angle from Yolanda Bedel and Cuban productions.

“With this new adventure, we are trying to penetrate even more the Latin American markets with content that is not directly aimed at the US Hispanic market. We were requested to launch Cubamax TV for our client DishLATINO, and for this, we interacted with a content and production organization in Cuba that had never commercialized in Latin America. When we checked the quality of the film content, for example, the way they deal with telenovelas (this format they call telecine), we found some 1.100 hours of TV that had never been seen in Latin America and had wonderful potential,” commented Valderrama.

Among the Cuban contents that HGLatam is commercializing, the singing contest, Sonando en Cuba and the dance contest Bailando en Cuba, as well as the comedy Vivir del Cuento, stand out.

He highlighted that in the Teleplays –films that are 30 to 45 minutes long— there is an offer of between 800 and 900 hours. “They tell very good stories. They are marvelous for the on demand market,” he mentioned, and added that all the contents are multi-platform.
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