U.S. HISPANIC
THEMA America: Colombia is a key market for our Turkish and Korean content
Maribel Ramos-Weiner| 23 de agosto de 2024
Francheska León de la Barra, VP of Marketing and Communications for THEMA America
For THEMA America, the focus in Colombia is currently on expanding the distribution of their library of Korean series from production companies Studio Genie and CJ ENM, whose rights cover all of Latin America and the U.S., as well as promoting the new catalog of 10 channels resulting from the strategic alliance with SPI.
The company remains committed to its partnership with Kanal D International to expand the Kanal D Drama brand in Colombia and the rest of the region. “We will also continue to promote Mezzo Live, a thematic channel offering a curated selection of the best live artistic performances, classical music, opera, jazz, and dance. Mezzo Live’s offering is very attractive and exclusive due to the channel’s annual partnership with top musicians and musical institutions, orchestras, festivals, and ballet companies around the world,” said Francheska León de la Barra, VP of Marketing and Communications for THEMA America.
GREAT GROWTH POTENTIAL
For THEMA America, Colombia is a market with “great growth potential.” León cites, for example, that it is one of the markets that has warmly embraced Turkish productions and Korean content.
“We also want to highlight the opportunity to give visibility to Mezzo Live’s exclusive programming to a Colombian audience, knowledgeable and passionate about the best in dance, opera, classical music, and world jazz,” she added.
Moreover, although FAST (Free Ad-Supported Streaming TV) is relatively new in Latin America, the company’s FAST channel offering “is broad and covers sports, series, and general entertainment, to satisfy all tastes of Spanish-speaking audiences.”
TRENDS
León noted that Colombia has always strongly supported the audiovisual industry. However, she pointed out that, like many Latin American countries, the country faces significant challenges.
“I emphasize the need to identify viewing trends and have data analysis that provides reliable information about audience behavior and what they are looking for,” she said.
She mentioned that the trend is to stay updated with new Artificial Intelligence (AI) tools that are redefining the audiovisual industry. “There is also concern about data analysis and security issues that allow for intelligent decision-making, to gain relevance with different audiences. At THEMA America, we closely monitor trends and audience behaviors, not only in Colombia but across all Latin American markets, to understand and create offerings tailored to the real needs of Spanish-speaking viewers.”
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