"Telenovela has been a successful TV genre attracting vast audiences worldwide. Each year more than 80 telenovelas are produced for a global audience of more than 2 billion across all demographics..."
Passionate and romantic, emotional and adventurous, tear-jerking and starry-eyed, attractive and idealistic. Telenovela is recognised as one of the most important genre in Latin America.
"Amour en Custodia", The Mexican adaptation of the Argentinan Telefe format delivered good results in primetime on TV Azteca, first in its time slot. On March 6, 2006, the telenovela delivered a 46% audience share.
On March 7, 2006, the telenovela delivered a 42% audience share. "La Fea Mas Bella", the Mexican adaptation of the Colombian format delivered very good results in access prime time (6pm) on Televisa. On March 7, 2006, the Televisa telenovela averaged a 61% audience share.
In 2006, in Colombia on RCN, the first episode of "Hasta Que La Plata Nos Separe" delivered a 49% audience share; On June 5, 2006, the telenovela delivered a 53% audience share. In Chili, the telenovela "Complices" delivers very good results on TVN: it's the most watched telenovela. It started in March 2006. On March 7, 2006, the telenovela delivered a 43.1% audience share in households, first in the time slot. On April 17, the telenovela averaged a 38% audience share. On August 29, it delivered a 40% audience share.
In Venezuela, the telenovela "Amor a Palos" that premiered in September 2005 averaged good results on RCTV. On April 25, 2006, the telenovela delivered a 32.3% audience share in households. Also in Venezuela, the telenovela "El Desprecio" averaged very good results on RCTV: on May 1, 2006, it delivered a 30.7% audience share, first in its time slot. From April 26 to May 4, it averaged a 31.6% audience share. The telenovela is still on air in September 2006. "Los Querendones" averaged very good results on Venevision in Venezuela : from April 26 to May 4, it averaged a 44.2% audience share, first in its time slot. The two telenovelas ("El Desprecio" and "Los Querendones") were in competition in the same time slot (9pm): "El Desprecio" usually won the competition in young targets and commercial targets. Venevision recently premiered a new telenovela in the 9pm slot: "Ciudad Bendita" averaged a 43.8% audience share from August 28 to 31, first in the time slot.
"Montecristo" became the most successful telenovela in Argentina this season. The telenovela is regularly one of the most watched shows of the month with huge ratings: on July 31, the telenovela delivered 33 ratings points (more than a 50% audience share). On August 29, the telenovela delivered 31.8 ratings points.
Lovely actors, beautiful costumes, marvellous music, outstanding scripts. Today, Latin American telenovelas are watched by millions of viewers around the world. This genre was successfully sold to European countries. Successful products like "Terra Nostra", "El Clone", "Betty la Fea ", "Passion de Gavilanes", "Flinderella", and "Rebel's Way" had an outstanding performance and achieved a hit status in all corners of the world.
"It's interesting to note how the market's trend changes year after year", says Michelle Wasserman, Head of International Sales / Programming Distribution, Telefe International - "Spain and Italy never closed their doors fully to Latin products - always keeping a minimum production from this origin - and today they are re-opening their doors again; besides, new countries such as Germany or France are trying a new programming line with telenovelas and other Latin productions, in view of the success achieved by their bordering countries with these products".
What are successful products in Western European slots? How to enter Western European market? What are the coming trends in acquisitions and broadcast of Telenovelas in Western Europe ?
Miracle Screenings received feedback from almost all major players in Telenovela business. Televisa Estudios, Globo TV International, Telefe International, TV Azteca/Comarex, Tepuy, RCN, Rede Records, Caracol and RCTV participated in our debates.
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