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Venezuelan telenovela
launched on mobile telephones
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One of José Escalante's (VP and General Manager
of RCTV International) main strategy was to quickly adapt
to the changes taking place in the market in particular with
respect to technology. "Once our canned products reached
the most remote corners of the planet, we saw the possibility of
local adaptations. So we developed an efficient system to
present our formats. This system and the ability of our sales
team has increased our commercialization by 35%. The next
natural step was to launch our telenovelas as mobile content,
therefore we are opening new distribution paths and
preliminary results are amazing," explains Escalante. He
adds: "Our telenovelas are being broadcasted via the
Internet (IPTV, VO Free) and through mobile phones.
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"We
are taking the lead in content development of Latin
telenovelas to the growing mobile phone industry." - José
Escalante, VP and General Manager at RCTV
International. |
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We are the first ones to take content to those platforms," this
businessman states enthusiastically.
Telenovelas in
Central and Eastern Europe
The increase in advertising and local production undoubtedly
benefits format distribution companies as they are aired on prime
time. And what about those that sell canned products?
There is no difference because the trend is to broadcast these
products on morning and afternoon slots, as it has always been done.
Who keeps the distribution rights of each adaptation for its future
operation as a canned product?
Producers keep the rights of adaptations for a given time. That is
to say, they have little time to profit from the canned product in
their territory. At the end of the time frame, rights are reverted
back to us. So there's the possibility to extend the rights for a
second or third time. These rights are never granted in perpetuity.
Why didn’t Fox adaptations work in the US?
The US Hispanic market consists of 45 million viewers, which as a
whole are considered one of the
most economically porwerful and interesting markets for
distributors, however few have managed to reach them. We asked
Escalante, who was a pioneer when he introduced an important number
of telenovelas by means of an agreement with Univision. We asked
Escalante how come after last year’s US boom in the acquisition of
telenovelas which led Fox to buy formats from Latin American
distributors the adaptations did not work as expected?
Why didn’t this initiative work? What will happen with telenovelas
in the coveted general US market?
I think that it didn’t receive the appropriate coverage during
the launching stages considering it meant a new genre for the
audience. Successful adaptations are formulas that need to be
carefully studied before being introduced to a market. It is true
that drama productions did not have the expected result, but we can’t
say the same about comedies. We will take the idea back to the drawing
board, and we will find a way to thrill the English speaking
audience. Comic formats (humor) can be the key to get the genre known.
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Mujer
secreta, edited and adapted for mobile technology. It consists
of 160 one minute episodes, and it is available in English, Spanish
and French. |
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“Success
is measured according to the company’s potential and need
to grow with a future vision. Music can be more profitable
today, but it is a business in technologic transition.
Spanish movies are a growing business, as well as cell
phone entertainment.” – Luis Villanueva one of
the leaders in the telenovela business worldwide, during an
interview with |
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