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Data
on the
First World Summit
of the Telenovela Industry |
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An
industry over 2 thousand million dollars |
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Carlos
Bardasano, President at Venevisión
Continental and
vice-president of Cisneros Group. |
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 When
we talk about telenovelas global figures we mean
a clear Latin American product which is exported;
an industry of over 2,000 million dollars with
a coverage of 100 countries, transmitted in 50
languages and dialects. Telenovelas produce around
1,600 million dollars in the region and sales
abroad add 341 millions”, according to Carlos
Bardasano, president of Venevisión Continental
and vice-president of Cisneros Group, who provided
that information during the First Telenovela Summit
in Miami. “Each year, more than 12 thousand
hours of novelas are produced in the region, with
an average cost of 48 thousand dollars per hour,
an investment close to 650 million a year”.
Bardasano estimates that for each dollar invested
in producing a program, the channel which broadcasts
it gets 2.5 dollars in adversiting.
“Broadcasting 120 episodes in six months
is less risky than a unique program, such as a
concert or a sport event since both of them could
fail for several reasons”, pointed out Bardasano
(Data from research carried out by Cisneros Group).
 hrough
TVMAS, a
magazine specialized in the business of Hispanic
television industry in the world, with headquarters
in Miami and correspondents offices in more than
14 countries over the world, and myself as director,
I have followed up the past and present of some
aspects such
as production, commercialization and spreading
of telenovelas.
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Amanda
Ospina, director of TVMAS
magazine, of ONLY
TELENOVELAS
and mastermind of the summit, during
an interview granted to the Miami
Herald newspaper during the 1st.
Summit of Telenovelas in this city.
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All these analyses add a view that allows us to
understand, in a significant way, the economic
data of an industry which are essential for a
correct understanding, not only of the markets
but also of the esthetics and formal features
regarding the genre.
The fact is that there is a big telenovela development
and a big work of Latin American factories. Even
though there is a future full of opportunities
for the experienced Latin American industry, there
are also challenges. Thus, we believe that the
summit is part of this work, part of the marketing,
of the spreading, of a global analysis unity as
a need and the will to keep on promoting the genre.
Though there are those who state that these days
the telenovela boom is worn out and that the world
market is flooded with a bigger supply than what
is really required, data allows us to extol this
business which is far from dying.
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Production
schemes in the United States |
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James
Mcnamara, president of Telemundo
Networks in Uinited States. |
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 think
that, according to the amount of sales of productions
in other parts, the conclusion is that this
is closely related to the Star power. The
recognition of artists is essential and in the
productions that have been carried out in Miami,
that has not been observed. As revenge, we invited
Gabriela Spanic as the star, she is a well-known
Televisa artist and this helped us a lot.
We should also bear in mind different kinds of
telenovelas, if it is true that Televisa makes
melodramas in an extraordinary way, we will also
have to think of alternatives with comedies or
other genres. “Betty la fea and
Pedro el Escamoso were very successful, but
this is a market with some obstacles apart from
the scheme Televisa has imposed. Comedies are
almost out of the telenovela world, but when you
have it, it is like pure gold. Basically, we focus
on our own productions because we have had acquisitions
and they went well but also badly. We decided
to take risks and Amantes del desierto
turned into a success, but even in the co-productions
there are difficulties in understanding this market.
Therefore, we are the only ones betting in some
products, working with independent production
companies such as Promofilm, RTI, and
Argos in Mexico, which are exclusively producing
for us. However, all these schemes represent
complexities, and we talked about this in the
First World Industry Telenovela Summit, held
by TVMAS in
Miami, to whom I thank for the invitation.”
Words from the opening speech of James McNamara,
Telemundo Networks president and CEO.
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