U.S. HISPANIC
New era begins at Azteca with a reality show, a bold telenovela and a new name for its star-studded channel: Trece
Maribel Ramos-Weiner| 26 de agosto de 2014
Group of talents with Trece's new image
Rodrigo Fernández, general director of Azteca 13 and 7, opens a new era in the history of the company, by placing for the first time on Mexican television a reality show to compete against a Televisa telenovela in the 7pm time slot Monday through Friday.Fernándezs strategy, which officially began on Monday 18th in primetime, comes with a new name and look for Azteca 13, which from now on becomes just Trece.”The reality show is called Soy Tu Doble. It promises a good performance, with the participation of high caliber of artists to be impersonated by competitors. Its not about imitating, but becoming a double, becoming the artist him or herself, said Roberto Romagnoli, Director of Entertainment of Azteca, during the presentation of the channels original reality.Also premiering on Monday at the 8pm was Las Bravo, the story about a family that inherits a debt and an all-male exotic dancer club.Its a historic moment in Mexican TV; its the strategy of our director Rodrigo Fernández,” said Romagnoli.In January of 2011, when Fernández was general director of Azteca 7, he changed the image of channel 7 and renamed it “El 7,” but senior management decided to keep the traditional Azteca 7 brand untouched. Now, three and a half years later, they have given him the green light and all the support to the rebranding plan the young executive designed for the companys main channel.
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