200% Media, Led By Karen Barroeta, Secures Three Major Projects In The U.S. Market

With the addition of Karen Barroeta as CEO and partner of the venture, 200% Media has managed to consolidate itself both creatively and from a business standpoint. Proof of this came with the announcement made this week by Barroeta and Mari Urdaneta, Chief Content Officer (CCO), regarding the development of a series for the U.S. market with CBS Studios, Wilmer Valderrama’s WVE, and Juana Uribe of Caracol Televisión, as well as two projects with Fox Entertainment Studios.

“Today we can already say that we are developing a series with CBS Studios, with Wilmer Valderrama’s WVE, and with Juana Uribe from Caracol. It’s a project for the American market, but with many Latinos,” said Barroeta and Urdaneta.

The executives explained that it is a scripted series built from a bicultural perspective. “It’s a story very much aligned with who we are at 200%: 100% Latino and 100% American. That identity is key in everything we are developing.”

Urdaneta also highlighted the creative value of the partnership with Uribe: “For us, Juana is our Ryan Murphy. We’ve been working together for some time, and we needed to find the right partner with whom she could form that kind of creative alliance in the U.S. market.”

She noted that the project has gone through a careful process of development and creative understanding among the partners. “Normally these types of collaborations are done with talent from other markets; getting everyone to understand what Juana has built and her potential was a fundamental step,” she said, adding that narrative details and additional talent attached to the project will be announced later.

A PROCESS THAT BEGAN IN 2025

For her part, Barroeta emphasized that this announcement is the result of work that began in 2025. “The work started a while ago, but it’s important to communicate once we can share what has been achieved and the seeds that were planted, which are now beginning to bear fruit,” she noted.

Urdaneta added that having a solid structure has been key to closing this type of partnership. “It’s very difficult to find executives who understand both creativity and business at the same time. Having that combination allows us today to be sitting here announcing a series with CBS Studios,” she said.

In addition to this series, 200% Media confirmed that it has two unscripted formats in development with Fox Entertainment Studios, both in advanced stages. However, Urdaneta was clear in underscoring the importance of the main announcement: “This series is just the first one. After one comes, thousands will follow,” she concluded.

THE PIECE THAT CONSOLIDATES 200% MEDIA: KAREN BARROETA

“For us as a company, it has been about growing consciously—everything we do or every piece we add helps us grow. When I began having conversations with Karen, who was already starting to think about what her next plan would be, we were very clear about something: Karen is a highly sought-after piece, an executive of that caliber, with that know-how, who for me has something very ‘unicorn-like’—she is a creative executive with a strong business mindset, who understands and executes it like very few, but who is also creative, cares deeply about creativity, gives it weight, and is completely aligned with the culture of 200%. That is something we never thought we would find. We knew we needed a CEO who truly knew what she was doing—and, as a blessing, someone who was also a close friend of mine. The greatest thing is that she had many options about where to go and what to do, and when we presented 200% to her—what it was and she could see it—she said, ‘Yes, let’s do it. I want to be your partner, I want to be the CEO of this company.’ That helped solidify us not only creatively, but now also on the business side, in terms of IP, the businesses, and the partnerships we have,” said Urdaneta.

Mari Urdaneta and Karen Barroeta: “We are developing a series with CBS Studios, with Wilmer Valderrama’s WVE, and with Juana Uribe from Caracol. It’s a project for the American market, but with many Latinos”

She added: “It’s not just a success; it’s the biggest investment 200% could make, and it puts a Fittipaldi-level speed into our company. I love being able to say ‘ours’ and to share it with a CEO of that caliber, with those skills—and also to say she’s my friend, she’s my sister.”

For Barroeta, this new company and venture mean a great deal because “it’s the opportunity to build a prosperous project out of the American and Hispanic identities that Mari and I share, as the 200%ers that we are, with more than 30 years living in this country, and to make it so that in the American market we are seen as both American and Latino talent at the same time, and to create a path into the general market that is prosperous—where we are seen as professional, ambitious talent that always seeks to deliver excellent results. We have professionalism forged in the American world, while also carrying the culture of our Latino heritage. Building this project is a unique, once-in-a-lifetime moment to achieve that, and we are already taking these first steps with the projects we’ve mentioned.”

Barroeta expressed her enthusiasm about joining 200% Media and contributing her experience in broadcast TV, pay TV in Latin America, Europe, and the international market, and about “being able to generate collaborative projects where, by playing with investments, partnerships, percentages, and windows, we can create IP with value that can continue to generate benefits in the future, as a company, both for our partners and for ourselves. It’s an opportunity I didn’t see elsewhere. Obviously, large companies are wonderful, like NBCUniversal Telemundo, where I spent 22 years building for others, but in this case, we’re going to build for ourselves.”

A BRIDGE TO HOLLYWOOD FOR THE LATINO MARKET

Urdaneta added that it brings them great joy and pride to be that bridge—to build for themselves and for the Latino market in Hollywood. “Juana Uribe is an example of a showrunner on par with those in the general market, so why not all be together, telling these universal stories—Latino stories that are universal, and 200% stories as well—like the one we have with Juana for the English-language market. We love being the bridge that helps our market grow in that direction. It fills us with excitement, hope, and motivation,” she concluded.