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MAIN Contents • Editorial • Telenovelas Giants • Telenovela Stars • Taking a look at the world of telenovelas Telenovelas, Fiction and Formats • Europe • Asia • Africa • United States: The powerful Hispanic market • Business • Only CEO's • Latin America Writers Seedbed • RUSIA • UKRAINE • Investigation • BUSINESS PEOPLE as actors of the industry |
What are the benefits
from the development
of television product
licenses? María del
Carmen Rotter is
Licenses and Brands
General Manager at Televisa, a pioneer
group in research and investment on telenovela
marketing and share. Rotter
explains that the important thing is to get
to the audience’s taste bearing in mind
that we are dealing with a mass audience
that demands different things. “From our
positions we need to know what other
business windows we’re going to cover
apart from what we can see on TV at a
given moment. We must make the audience
buy a product and be able to take it
to their homes and even to their children’s
hands.”
Televisa knows how to make the most out of every business highway to exploit audiovisual and entertainment products. “Merchandising is an added value to each one of the brands, and gives a clear business advantage. I see it as a virtuous circle: the telenovela is launched on TV, it is very successful with the audience and you take it to a market from where it comes back with even larger success and faithfulness to the brand. Besides, you are fulfilling the needs of the viewers,” and she adds that buyers care about this before acquiring a product because they do not only look for rating, but also for additional business.
In your case, where do you produce the merchandising?
We look for companies that are specialized in the making of different products and sell them the brand so that they exploit it and we receive royalties.
Televisa knows how to make the most out of every business highway to exploit audiovisual and entertainment products. “Merchandising is an added value to each one of the brands, and gives a clear business advantage. I see it as a virtuous circle: the telenovela is launched on TV, it is very successful with the audience and you take it to a market from where it comes back with even larger success and faithfulness to the brand. Besides, you are fulfilling the needs of the viewers,” and she adds that buyers care about this before acquiring a product because they do not only look for rating, but also for additional business.
In your case, where do you produce the merchandising?
We look for companies that are specialized in the making of different products and sell them the brand so that they exploit it and we receive royalties.
Strategies
Televisa operates unifying the market strategy; this means that the same thing we see on the screen can be placed in the market as merchandising. “We don’t grant licensing rights, we manage the licensing in the region,” explains Rotter. “We have an off-screen business and we support the on-screen business with all the brand strength, bringing benefits to the television station because the advertiser automatically grows from the moment we place the product in the market.”
Televisa operates unifying the market strategy; this means that the same thing we see on the screen can be placed in the market as merchandising. “We don’t grant licensing rights, we manage the licensing in the region,” explains Rotter. “We have an off-screen business and we support the on-screen business with all the brand strength, bringing benefits to the television station because the advertiser automatically grows from the moment we place the product in the market.”