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As the writers’ strike drags on, unscripted content is expected to dominate the programming grid. A panel discussion on the format’s prospects in Latin America, organized by C21 Media at LA Screenings Independents, couldn’t have been more timely.
Rising costs, changing consumer tastes, the emergence of streaming platforms and the impact of social media do create new challenges, even for a mainstay like Barney’s Big Brother. One of Banijay’s biggest reality shows, it first aired in the Netherlands in 1999 and has aired in more than 60 countries around the world.
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“It’s been 10 years since the last edition, and when we decided to do Big Brother again, it was a huge challenge,” said Vice President of Content and Programming, Ratansur FTA Brands, Paramount (Argentina-Chile) Guillermo Pendino said. “It’s not the same world anymore, with platforms, social networks, you have to talk to new audiences who don’t even know what ‘Big Brother’ is because last time they were young it was broadcast,” he noted . “From Paramount’s perspective, we see a great opportunity in the unscripted format, especially in Telefe Argentina and Chilevisión,” he said.
A huge house was built for the reality show in Argentina, where the contestants lived together under constant surveillance of the cameras, the key was to broadcast it on as many platforms as possible, including Paramount+, Fast Channel, Pluto and video games Streaming site Twitch , Pendino says, has resulted in an unprecedented audience reach.
“Big Brother is more successful today than it was 20 years ago, and it presents multiple commercial opportunities on and off screen,” said Michelle Wasserman, senior vice president of Latin America, U.S. Hispanic and Brazilian at Banijay Rights, noting that in 2022 alone , 64 formats were adapted in Latin America.
Wasserman noted that the musical reality show “Yo me llamo” has become Banijay’s most successful adaptation in Latin America. “It’s an interesting case because it was conceived in the Netherlands, where it received little attention, but when it was adapted in Latin America, it became a hit and aired in 11 countries in the region,” she said. said, adding that it campaigned for 40 seasons in Peru and was among the top 5 most successful shows on private Colombian television.
Danny Sanz, chief operating officer of ATS Team, which has offices in Los Angeles and London, has observed that more and more US and European producers are looking to Latin America because of its competitive costs.
“Consumption of content in Spanish is growing and changing. Tastes have changed a lot in recent years and there is more flexibility in creating content,” he said, adding that the ATS team is looking to expand its presence in the region. area business.
But the panel acknowledged that costs have risen, not only because of inflation, but also because of increased demand for premium content, which has led to increased budgets.
They agreed that the key is to form production centers and more strategic alliances to reduce costs.
“It’s time to rethink the model. The economy in terms of advertising revenue is declining. We have to look for more tailored models,” says Patricia Daujotas, Director of Content at Canal 10 (Uruguay)
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