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Editorial
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Fiction:
a business worth millions
EUROPE, ASIA AND
LATIN AMERICA: SERIES AND TELENOVELAS
The year 2006 has been of
great significance for the worldwide fiction industry,
in the sense that telenovelas and series have taken on
greater importance at a worldwide scale, both due to
their importance as canned products and formats. Over
the last few years, Latin American producers have
started to develop higher quality programs with more
contemporary contents, changing the conventional
patterns in order to increase their audiences. |
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and Asians mainly, were motivated to follow these
pat-terns in their fiction, attaining to
distribute highly com-petitive products not only
within their local market but also in the
international one. Many series and telenovelas
have recovered their melodramatic essence and are
fo-cused on the relation of the romantic couple as
a main plot driving force. Subject matters are
increasingly tar-geted to viewers' problems, so
they are canned products that become a success in
their local markets and in sim-ilar markets, and
also serve as the most powerful way of penetrating
unconceivable markets as formats. |
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According to
the conclusions from the last World Summit of the
Telenovela and Fiction Industry, there has never been a
better moment for these contents than today. Nowadays,
all the world's markets are ideal for series and
telenovelas because they are the most efficient
entertainment vehicles of the market.
In the special
case of telenovelas, their cost is relatively
affordable and they offer the great joy of keeping
viewers' loyalty for six months or more. This advantage
has been understood, developed and implemented by
Eastern Europe, the Asian countries and some West
Eu-ropean countries like Germany, Spain and Portugal
tak-ing the lead. In terms of series, they have
dramatically re-emerged delivered as TV movies or packed
episodes, both as canned products and also fighting for
rating in the profitable format business.
One of the
major challenges for these contents is Asia. Asia has
led mobile consumption, and as technol-ogy advances,
there are new opportunities for 2 or 4- minute TV
movies, series and telenovelas to be broadcasted through
mobile telephony. This is another example of the
industry's impact on fiction industry. But in turn, Asia
has a pretty complex market composition for canned
telenovelas and it continues to be a problem.
The only
tool capable of changing those markets may be the
format. It's a different story with series, because they
still find them a better opportunity since Asian TV
culture is more oriented towards short stories (between
13 and 26 episodes). I urge you to take into account the
statistics shown at the World Summit in Madrid, which
reveal that the current consumption of stories will
increase exponentially in Asia and we will sure witness
how Asian productions become 100 or 120 hour stories in
the near future, opening a window of opportunities and
possibilities in the field of coproductions and
byproducts and representing a tough competition.
Lastly,
the exchange and the amount of fiction formats among
Latin America, Europe, Asia and the United States show a
valuable increase in the fiction format market, which is
worth millions. The European continent, which refused to
receive products like foreign series and telenovelas,
has already started to take the lead, and countries like
France, Germany, Spain and Portugal, among others, are
joining the business, producing stories with love as the
core theme in all its forms, both in series and
telenovela episodes. Series enjoy their best time and
producers and distributors have to make the most of it
because it is obvious that programmers who did not use
to believe in them have already realized that audiences
want to watch series and not just telenovelas and
reality shows. As regards telenovelas, business highways
are and will continue to be huge, since not only the
consumption of canned products is on the increase but
also stories and know how open up enormous opportunities
because they are special and in most cases unbeatable
products.
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ONLY
TELENOVELAS, Fiction & Formats - Year III - 9th Edition -
January - NAPTE 2007
Executive
Director:
Amanda Ospina
amanda@tvmasmagazine.com
Editor:
Marcela Herrán
redaccion@tvmasmagazine.com
Editorial and Writing Assistance:
Marina del Rivero
newsletter@tvmasmagazine.com
Translation of texts:
Danna López
Virginia Vázquez Vaccaro
Idalis Bofill
Mirel Bofill
Translation coordination:
Danna López
Translation assistance:
Elizabeth Smith
Proofreading:
Danna López
Administration:
José Carlos
International Marketing and Communication Director:
Catalina Rivero
Correspondents:
Argentina, Marina del Rivero
Colombia, Claudia Beltrán and Monica Moreno
France, Sonia García
Germany, Patricia Salazar
Korea, Sanneth Ariou
Macedonia, Alex Suleski
Poland, Magda Adamcio
Spain, Elizabeth Marin Casas
Slovenia, Tjasa Kogej
Venezuela, Norma Jimenez
Lay-out:
www.theultrawow.com.ar
Design and
Web Programming:
Marina del Rivero
newsletter@tvmasmagazine.com
TVMAS
Corp.
1450
Brickell Bay Dr. Suite 307
Miami Fl. 33131 - U.S.A
Phone (1-305) 379-3805
tvmas@tvmasmagazine.com
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