Master Class Uruguay
César Martínez, Business Development Manager for Latin America tells ttvnews about the company's plans after the opening of Keshet MX, the first local headquarters in the region.
After several years of growth in Latin América thanks to the sale of content and formats, Keshet International has given a step further in the region this year with the opening of Keshet MX, the first local headquarters in the región.
Spearheaded by Frank Scheuermann and under Kelly Wright’s supervision, Keshet’s first Latin hub in Latin America has recently hired César Martínez, who left Televisa to join the company as Business Development Manager for Latin America.
In order to know Keshet’s future plan son the region, ttvnews talked to Martínez at the LA Screenings.
“My main role is business development: coproductions, co-developments and business activation for Keshet in México and Latin America. I also have to, together with Frank Scheuermann, Head of Production, make sure that all productions happen in time and, alongside Kelly Wright, to find new ways to make business,” explained Martínez to ttvnews.
“I also have to structure new proposals for the sale of formats, production, development, agreements with management entities for musical rights and developing the strategic planning of long and mid-term business for Keshet MX,” he added.
As for this fist months of business for Keshet MX, the executive highlighted the success of Master Class in Uruguay, which is generating excitement in other business in the region.
“The highlight is Master Class, which is having a great moment in Uruguay. It airs on Teledoce and it has been working well. Since starting production in the country we’ve seen a lot of interest from several others in the region, including Mexico,” he explained.
“The intention of our offices in Mexico is for them to become the central seat from where we will take on the whole of Latin America,” he added.
The Company is also betting on format Touch, which is a source of interest amongst several broadcasters, while it also highlighted that some of the dramas currently in development are closing deals in Argentina.
As for the recent venture in Mexico, Martínez explained that Latin America is currently one of the key regions for the company, thanks to the abundance of creativity and developments happening there.
“Thus, we’re looking for creative partners and production partners, as well as for places to place out extensive catalogue and be able to carry out local versions of each in every territory.”
As for objectives, he assured that the main focus is to position the company as a referent in terms of creativity.
“Keshet’s objective in Mexico is to become the main source of production for consumers and companies that want innovative, fresh, attractive and interesting content,” he highlighted.
In terms of products, the executive highlighted Master Class, Touch, Contacts, Checkout and Rising Star as the most active formats.
“We want to work with all the major broadcasters, but also with pay-tv companies and digital platforms,” he concluded.
To be the link between the main players in the entertainment industry is not an easy task. It means creating a platform aimed at a group of highly informed and demanding professionals. But with great effort and commitment, we did it.
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