U.S. HISPANIC
Once TV: Constant content renewal allows for market expansion
Maribel Ramos-Weiner| 21 de octubre de 2011
Rafael Lugo, general director of Once TV Mexico
Rafael Lugo, general director of Once TV Mexico, asserted that the channels constant renewal of content allows it to expand its market.Without offering exact figures of the channels participation in the U.S. Hispanic and Latin American markets, Lugo said that it has been present in these markets for the past seven years through different cable systems. Out of the whole feedback they receive, 20% comes from the U.S., where they have significant penetration.Lugo said that the channels international projection was validated with five sales contracts closed this past Mipcom, and possible co-productions with other international channels.The channel had never gone to Mipcom to sell, always to buy. This year we attended with that intention and came back with five contracts. They are not multi-million dollar contracts because they involve previous productions, but we received invitations to co-produce with some of the most important channels in the world, said Lugo to PRODU.The executive admitted that although the series are not a new television genre, they are to Once TV, despite the fact that Mexico is still a telenovela market. The television weve watched since childhood is ruled by habits, but series are not something new. They are also not the only genre to exploit: we now want to start producing original cartoons. Its not about changing the channel but tapping new audiences, added Lugo.
