Q: What advantages are there to start the year at NATPE?
A: Starting the year by presenting our catalogue at such a relevant event is critical to the cycle of programming and sales. It is the most important event for Latin producers and distributors to reach out to the rest of the world, and we know how much impact NAPTE has on the European market as well. We also believe that it reaches Asia to some degree too. We begin thinking of a global strategy from the first day of the year.
Q: Which telenovelas have worked well in Asia?
A: Telenovelas that explore, as background, cultural issues and challenges, such as India – A Love Story and The Clone, tend to work very well in Asia. It is important that the plots be simple. The “impossible love” and “revenge” themes always work, and the quality of production must follow new trends of the TV experience.
Q: What challenges have you encountered when selling scripted formats here in Asia?
A: The Asian content market, in the case of scripted formats, is self-sufficient. The volume and quality of local production may be the biggest challenge. However, with the increased penetration of pay-TV, we have seen an increased interest in scripted formats for all. The drama genre is being increasingly valued by these markets and Globo has an extensive telenovela catalogue, as well as series that are produced with the same know-how as our famous telenovelas, but with more innovative formats and irreverent plots.
Q: How do you adapt your content to meet the expectations of Asian viewers?
A: We offer the market an international version, for which we seek to meet all markets. It is a profound process of production intelligence that studies the best fit to markets from Latin America to Asia. Some further editing can be viable if it is vital to the success of the exhibition. But it will always be a great challenge. After all, there are profoundly different cultural issues, in the values of each society that TV reflects. On the other hand, the world is changing, as well as habits. We believe that the viewers, wherever they are from, seek to be engaged with and moved by the television. And for that there is nothing better than a good story, which our products have.
Q: How do you foresee telenovelas challenging the likes of entertainment formats, Asian drama series and dramas from U.S. studios that continue to work well in Asia?
A: For everything already commented, Latin content in the Asian market is still not a part of the mainstream, but rather a niche – a good niche. But it could be part of the mainstream content in the near future. Latin producers and distributors are investing heavily in Asia, and we are investing in the quality and nature of the genre to maintain and ensure audiences. We are carving out our space.
Q: What is your sales forecast in Asia for the year ahead? Which territories might pose a challenge?
A: We have a very strong catalogue in our hands and a clear understanding of our opportunities and challenges. In 2013 we will maintain our focus on South Korea, but also focus on Indonesia, the Philippines, Japan, Malaysia and Singapore.
On show at NATPE:
Sparkling Girls/ Encantadoras
Genre: Telenovela
Duration: 120 X 45’ HD
Sparkling Girls centres around three young and beautiful, hardworking housekeepers who reach stardom instantly when an online video clip of them singing, surprisingly becomes a hit. Their success provokes the wrath of a glamorously gaudy and outspoken famous singer who will do anything to ruin the girls’ friendship and career. With humour, romance, over the top characters, and bright, glittery stage performances set to catchy tunes, Sparkling Girls shows that dreams really do come true.
Stand:
Tresor Tower, Suite 2906
