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Adriana Cisneros - NATPE Today Caracas, tomorrow the world
ADRIANA CISNEROS NATPE Daily 2012 . Day 1 . January 23Cisneros Group’s Adriana Cisneros tells Sean Davidson how the company test-flies ideas in Venezuela before takingthem abroad and how she’s now taking those ideas into the English-speaking U.S. market.W Today hen Adriana Cisneros looks north to the U.S. market, she’s reallythinking about Venezuela. Because Caracas,when the Cisneros group ofcompanies takes something to theinternational market – whether it’stelenovelas for Latin America or thescripted ideas it’s currently pushingon the Big Five networks in the tomorrowU.S. – the idea is often informed byextensive test flights over its nativecountry. Venezuela, home of theCisneros-owned Venevision the worldbroadcast network and its manycorporate siblings, acts as alaboratory for the group’s mediaholdings, she explains, in no smallpart because Venezuelans are so Cisneros telenovela Eva Lunamad for social media. "We have an amazing advantagebecause, for some bizarre reason, to be a border-agnostic player country, she notes. “But we no so does interest from networksit’s a very interactive, social country,” across Latin America. longer have to create content that other than Univision. Cisneros saysshe says of the fourth or fifth busiest That said, Cisneros says the rise has to work well in all countries. the company is also “startingcountry on Twitter and the seventh of netcasting – she expects Netflix There could be great value in conversations” on possible co-busiest on Facebook. “We picked will do well in Lat Am – is changing seeing programming that’s actually productions with the Big Fiveup on this and started designing programming tastes across the a very specific snapshot situated in English-language majors – offeringnew productions that have a 360- region. Viewers are getting so used a specific country.” their expertise on Hispanics indegree approach – making all our to seeing content from so many Lessons learned in South exchange for getting a foot inproductions completely interactive,” different territories, thanks to the America often apply in the North, Hollywood’s door.and appealing to viewers younger internet, that taboos against local where the U.S. Hispanic market is “I’m telling the networks theythan the typical telenovela fan. material are starting to fade away, growing rapidly. When Cisneros need to have the Hispanic market; That was five years ago, around she says. sold its telenovela Eva Luna to there are 55 million in the U.S. andthe time the granddaughter of Latin American media firms used longtime partner Univision, the a lot of them really like watching TVfounder Diego Cisneros stepped to live by the rule of avoiding ratings surprised even the in English. They need programminginto her role as vice chairman and specific references to a particular statisticians at Nielsen. that will bring them to theirdirector of strategy at the family The ratings company called networks, so why not, whencompany. Back then, interactive Cisneros to say that two million creating a new sitcom or series, letmeant setting up Facebook pages young Hispanic viewers had us help you give it a Latinand she pulled what she admits “appeared out of nowhere” to watch undertone?”was a less-than-innovative the show, which arrived on the Cisneros says the company hascompany into the 21st century. Now Spanish-language U.S. network one such project that is set in Miamithe Cisneros Group is keen on with ample interactive add-ons. amid a circle of American women.social TV applications like GetGlue, Nielsen hadn’t known that those “But it has a very strong Latinawhich, similar to the Foursquare viewers even existed. aspect,” a subtle combo of music,app, allow viewers to ‘check-in’ to Eva Luna was “the first soap we’d culture and setting that will lureprograms. done in the U.S. where we brought Hispanics without alienating Anglos. The company is also close to a over all our knowledge of Cisneros points to Modern Familydeal with Argentina-based social interactive strategy from and its Latin cast as an example.TV service ComentaTV on a roll-out in Venezuela. “For the next “U.S. networks need the Venezuela,” she says. It’s now the template on which all the The ABC series is “step one,” she says, “but we need to do things withthree years we’re going to be very Hispanic market – there company’s other Univision shows a little more sophistication, a littlefocused on continuing to learn and are based – both for additional more depth.”explore social TV,” says Cisneros. are 55 million in the U.S. telenovelas and upcoming projects Cisneros Group is also investing and a lot of them like that look to push the traditional Hear more from Adriana Cisnerosin ‘TV everywhere’ technology so boundaries of the U.S. Hispanic in the Thought Leadership one-on-that its content can be screen- watching TV in English. ” market. one session today at 11:00 a.m. inagnostic, just as the company looks But as the U.S. market grows, the Fontaine Ballroom. Adriana Cisneros18