In the following interview with ttvnews, Adolfo Álvarez, General Director of Content, ¡Hola! TV, shares what content they want to add to their catalog in the international market.

In an industry as dynamic as the entertainment industry, it is essential to stay one step ahead of the latest trends and understand what the international market demands in terms of content.

To this end, ttvnews presents the Buyers: What are buyers looking for? initiative to learn first-hand about the programming needs of buyers around the world.

This time, we spoke to Adolfo Álvarez, General Director of Content, ¡Hola! TV:

What content would you highlight among the ones that worked best for the company in 2024?

Our content consistently focuses on the same topics: celebrities, royalty, lifestyle, fashion, and all are of a high-end nature.

For example, we’ve noticed for a while that the biographies we created, including our Personal Intimid slot, which we developed a long time ago, and Nuestros Iconos, have worked quite well for us.

What type of content is your audience demanding the most today?

Well, our main program is La Hora Hola, which is a program where people connect on a daily basis, fostering a connection with current affairs. And all that access slot, Las reinas del shopping, is also a content that, as we have been, in addition, for quite some time, features a prime time structure, with access to prime time through Las reinas del shopping, La Hora Hola, and our prime time premieres.

And the truth is that people are still hooked to our programming and content routine. However, biographies are undoubtedly something that has been doing quite well lately. And then, of course, all of our royalty content.

What kind of content, formats, or genres do people go for at industry events?

People always expect to see a bit of that fantasy on Hola TV, a window into a different world, and that’s where we always try to channel it. Our brand is clear, and we come from a brand that’s also very concrete, making it easy to program or think.

Are there any trends that you are following closely within the market?

We are responsive to market trends, but they must always align with our editorial direction. And in the end, that is what makes the brand coherent. More than content, our growth potential is influenced by market consumption trends.

Currently, there is significant growth in VOD, specifically in on-demand consumption, where the question is When can I watch it?

And now what we’re seeing is that we’re reverting to the old scheme of releasing a show one week and having people wait for it to come on. So, it’s like navigating between the need for people’s consumption to have it available whenever. However, at the same time, we keep the date for Tuesdays, Wednesdays, and Sundays, and create premiere programming events.