Interview: Salerno “We are looking to grow distribution into all other Spanish markets”
Portada interviewed Dan Salerno, VP Programming for Latin America and US Hispanics at BBC about the expansion in Latin America and how do they structure the content in BBC Entertainment and CBeebies.
Portada: In which Latin American markets are the channels available?
Dan Salerno: “BBC Entertainment and CBeebies are available in 15 markets across Latin America. More specifically, Mexico, Nicaragua, Dominican Republic, Guatemala, Honduras, El Salvador, Costa Rica, Panama, Colombia, Ecuador, Peru, Chile, Bolivia, Argentina and Venezuela.”
Portada: What other markets are you looking to expand to?
Dan Salerno: “We are looking to growth channels distribution into all other Spanish speaking markets in the region where we are not currently present, as well as Brazil.”
Portada: What is the strategy to consolidate both channels’ positioning within the Pay TV industry?
Dan Salerno: “There are two main components to the strategy. BBC Worldwide is working on increasing its distribution in the markets where it is present and reaching new Spanish speaking markets, as well as Brazil. Additionally, we continue delivering on our commitment to offer a broader variety of top rated new programming content, something for which the BBC is internationally known for. For example, The Locator, Luther, Graham Norton and Wallander for BBC Entertainment, and El Mundo de Rosie (Everything’s Rosie) and El Mundo Mágico de Garth y Bev (Garth & Bev) for CBeebies.”
Portada: Can you share with us viewer/audience numbers for the past months?
Dan Salerno: “BBC Entertainment and CBeebies have grown at an accelerated pace in the region. From its launch in August 2008 to July 2010, the channels have experienced a growth of 107% in terms of distribution.”
Portada: How do you structure your contents? Are they pan regional? Are they produced and distributed locally? A combination? If so, what is the % mix?
Dan Salerno: “The channel offers a unique package to consumers, where over 50% of our scheduled programming comes from BBC and the rest comes from recognized worldwide distributors, offering new and different options to our viewers.”
Portada: What is the content selection criteria for the markets? And for the top markets?
Dan Salerno: “What makes our channels different is the heritage and reputation of the BBC brand, as well as our programming quality – the channels assure a high quality environment which offers trust and confidence to consumers because it’s “TV that it’s worth watching”. Therefore, we are looking for programming that possesses quality, is entertaining, and out of the ordinary; something that distinguishes us from other channels, making BBC’s channels some of the best viewing options for Latin American audiences.”
Portada: What are your expectations in terms of the new programming that was acquired?
Dan Salerno: “Again, we are looking for programming that possesses quality, which are entertaining, and out of the ordinary; something that distinguishes us from other channels. The Locator, Luther, Graham Norton and Wallander for BBC Entertainment, and El Mundo de Rosie (Everything’s Rosie) and El Mundo Mágico de Garth y Bev (Garth & Bev) for CBeebies deliver on this promise of quality and entertainment. We will also be featuring new seasons of Dancing with the Stars, Top Gear, and Secret Millionaire, among others, for BBC Entertainment and we will be premiering one of the most important new series of the year in October for CBeebies.”
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