El Reino Infantil
is the number one YouTube channel in Spanish and the 14th most viewed in the platform´s history. Its views quadruple those of the Disney Channel in Latin America.
Roberto Pumar, CEO of Leader Entertainment Group, explained that one of their greatest hits was making one-minute or minute-and-a-half contents (videoclips of classical children's songs with animation. "We make a one-minute video; if people like it, we make another one, and if they continue to like it, another one. YouTube is somehow television without a filter, the testing ground where you understand if certain content appeals to people or not," explained the man who transformed a record seal into a communication company.
Today, Leader Entertainment Group has three verticals: advertising exploitation, merchandising (they have already made over 600 different products), and live shows. In order to reach audiences in the different media, El Reino Infantil recently joined Pluto TV (ViacomCBS´ free streaming) and will venture into broadcasting and cinema with expert partners in those media.
Pumar assures it is necessary to be on guard for changes. "My company has existed for 37 years, but the last eight we have done nothing more than change every day. We no longer do 80% of what we did eight years ago".Webinar PRODU: Paths to the New Media Model