Rating is important, but there are other values that buyers claim

Montecristo's success is obvious. It has been sold to more than 45 countries as a canned product and as a format, and it continues to bear fruit. Contracts were signed in Albania, Azerbaijan, Serbia, Montenegro, Bosnia-Herzegovina, Macedonia, Cyprus, and other agreements are being negotiated.

"Purchases are not only done because of rating, but also because of scripts, contents, well-known actors, rhythm, production values, and mainly the production company's and distribution unit's experience," assures Alejandro Parra, President and CEO of Telefe International, a company owned by Telefónica from Spain. "The most sold teleno- velas are not necessarily those that had the greatest rating, but those that fit international preferences at the right moment."

High rating always attracts the buyer, but it does not decide the purchase. 

We anticipated to the market's trend, and we started to produce in countries in which the sale of formats and production services seemed impossible. "Examples are Mexico and Colombia," explains Parra, who adds that together with this challenge there is great profit from both advertising growth and own production in Eastern European countries and some from Central Europe. "If we don't sell canned products, we sell formats. The situation is not the same for those who only continue with canned products," points out Parra, who has managed to place the company in a competitive position among the telenovela and format business giants.

Offer of interactive contents
The business platform for youth products is another competitive advantage. “We have included connected business like music, merchandising, plays, shows, films (in the case of Chiquititas), the internet and call-in competitions, since the time of Chiquititas, then Floricienta, Rebelde Way and Casi ángeles. This is an attraction in the negotiation of the canned product and the format, not only for its rating but also for the product’s economic performance,” he details.

Integrated business
Another strength achieved by Parra is the global positioning not only as distributors but also as a company that offers valueadded services. “We moved production talents for Montecristo and provided services for Amor mío both in Mexico. We integrated advice on promotions and launching.”

In Europe and Asia
“We are proud of the fact that the only two telenovelas currently on air in the Ukraine, Amor mío and Montecristo, are distributed by us. We produced a telenovela in Argentina for the Russian market, with both Russian and Argentine actors (Tango para tres). We are doing Chiquititas in Romania; Chiquititas and Dibu in Malaysia, Indonesia and Brunei; Dr Miniatura on all Turner channels in South East Asia; Montecristo on the prime time in the Philippines together with Romeo y Julieta. We are very satisfied with Luna salvaje on cable in Indonesia. Although in Italy we have several series and documentaries on cable, and some serials in France, we hope to go for more,” he assures.

With a strong presence in the US Hispanic market and Latin America
Michelle Wasserman, Head of  International Sales at Telefe International, gives anaccount of the sales. “The US Hispanic market plays an essential role and Telefe International stands out for the presence of its products on the four expanding Hispanic networks: Lattv, Caribevision, Gen TV and SBS Group. Amor en custodia stands out on LaTV’s prime time. Another successful series on that same channel is Mosca & Smith. 

In Latin America
Romeo y Julieta in Panama, Guatemala, Uruguay, Honduras, the Hispanic US market, El Salvador, Ecuador, Paraguay, among others. Casi ángeles has been bought in several countries like Guatemala, Honduras, Costa Rica, El Salvador, Uruguay, Bolivia, Ecuador, Paraguay, as well as by Cable Latino (Disney), and there are negotiations with several countries from Western Europe. 

Mini-series
“Historias de sexo de gente común, Disputas, Tiempo Final and Conflictos en red among others, are being aired with success on open TV in several countries like Serbia, Bulgaria, Macedonia, Bosnia- Herzegovina, Hungary, Russia, Kazakhstan, Azerbaijian, Ukraine and Albania. We are concentrating in greater exploiting them since we have closed various agreements with cable TV channels, and we are in advanced negotiations to open them to other markets like Home Video, IPTV and VOD,” the businesswoman says.