Televisa makes aggressive push into the US
06 July 2012
Mexican broadcasting group Televisa is making its biggest push into the English-language market with the launch of its Los Angeles-based studio Televisa USA.
Televisa USA will launch with multiple broadcast network deals in order to develop new English-language content for television audiences across the US, including a joint venture with global film and entertainment company Lionsgate.
Televisa, which has been producing Spanish-language soap operas across Latin America for more than 50 years, will adapt content from its vast existing Spanish-language soap opera library into English-language in order to appeal to US audiences.
Speaking to the Financial Times, Televisa president of television and content José Bastón said, “Our stories are universal and they appeal to people all over the world regardless of language and culture.”
Televisa USA will be led by Paul Presburge, who will also remain in his role as chief executive of Pantelion Films. HBO vice-president of Drama Series, Michael Garcia, will become the company’s chief creative officer.
Televisa USA recently completed production of network pilot Devious Maids, which was co-produced with ABC Studios and Oasis Media Group. It is also producing a US adaptation of Alcanzur una Estrella for Nickelodeon, called Reach for a Star.
“Advertisers know that they are going to be able to target their audience from Monday to Friday while TV networks will have a much more efficient product from a cost perspective,” says head of Televisa International Fernando Pérez Gavilán.
The move follows Televisa’s recent international expansion efforts including its break into the Chinese market, as well as its $1.2bn investment in Spanish-language TV network Univision in the US.
Jenni Baker, London