Two years ago, Benjamín Salinas Sada, CEO of TV Azteca, started a "reinvention" process for the broadcaster, which included renovating its creative process to make better television for all audiences.
Among other things, "the process focused on turning TV Azteca into the best place to work in the industry, to regain a creative voice and innovative spirit, to promote teamwork and to be a magnet for talent with an open-door policy."
After this successful reinvention process, TV Azteca made one of the biggest announcements of the year, appointing experienced executive Alberto Ciurana, former Head of Programming and Content at Univision Networks, and VP of Televisa, as its new General Director of Content and Distribution.
In his new role, the experienced executive will be responsible for programming, operations and production for TV Azteca's networks in Mexico.
"As it's well known, I worked in the industry for over 35 years and had many roles," he said to ttvnews. The executive was VP of Televisa and president of Univision, an experience which allowed him to see eye to eye with Benjamín Salinas about the future of the TV industry.
"With Benjamín we agreed on the future of TV in Mexico and the industry in general. And we are both convinced that this was the right time for me to return to Mexico," he explained. "I am motivated by his style, his ability and vision for the future, and of course, everything he's been doing with reinventing the company."
The executive highlighted TV Azteca's notable growth over the past few months, noting increases in sales and ratings. "So what's left to do now is make an adjustment and think about the type of content we are producing, because we believe there is a great opportunity in the Mexican market," he said.
Ready for this change, he joined TV Azteca and was greeted with open arms by "a very consolidated team; very fresh and eager to create good TV," he said.
As part of this team, the executive says that "other than Sales and News" he's in charge of everything else. "As CEO, Benjamin Salinas is in charge of TV Azteca, the new producer Dopamine with Fidela Navarro, and new business development," Ciurana explained. "In that scenario, I'm responsible for TV Azteca and everything it entails: channels, operations, production, TV Azteca Internacional and Azteca Deportes."
In addition, Ciurana is also responsible for the digital area, which he says "more attention will be paid to, because the digital world is a great complement for TV."
In this extensive role, Ciurana's goals include the reinvention of TV Azteca's networks, both Azteca Trece, which in January 1 will become Azteca Uno, Azteca 7 and a+, seeking to strengthen the company's national presence with the first two, and its regional presence with the latter.
"TV Azteca has always characterized itself for being Mexico's big innovator and that's what we want to be: different and disruptive," he said.
As one of the go-to production models for the industry nowadays, co-production is gaining importance at TV Azteca too, something Ciurana says to be "completely open to." "In fact, we're developing Exatlón México that way and we are also developing content with Sony Pictures Television, which I'm very pleased with."
"All in all, I'll be arriving at Natpe with the goal of finding new alliances and joint-strategies with other producers," he concluded.