Telefe to premiere localised content at NATPE
Iñaki Ferreras ©RapidTVNews | 21-01-2012
Argentinan distribution company Telefe will premiere at NATPE's next edition the local versions of its scripted formats.
Although entertainment formats are currently in the spotlight and have great international success, the distribution of Latin American scripted formats to the rest of the world is just as profitable a business.Telefe International is at the centre of this, as it has worked on some of the most challenging formats and markets over the last few years in this region.
The quality of Telefe's formats continues to pay off. The detective comedy Hermanos y Detectives - which has already been adapted in several countries in Europe and Latin America - began its world tour over five years ago and even ABC produced an adaptation for the US in 2009. During the same year, its Russian adaptation won international awards and the Chilean version engaged audiences through Cablevisión.
Its Italian debut in May 2011 - named Fratelli Detective and broadcast by Canale 5 - reached an 18.7% market share, becoming the leader in its timeslot, towering over Porta a Porta on RAI 1, which barely reached 15%.
Both Turkey and Mexico produced local adaptations of Hermanos y Detectives and the format is still being used to this day. Now, it's Brazil's turn, where its own adaptation premiered on Bandeirantes on 7 January.
Telenovelas stand out for being adaptable internationally. Of those distributed by Telefe Internationa, Muñeca Brava captivated Latin American audiences with its original version and now has its own Peruvian adaptation. This show was produced in HDTV.
China is one of the company's main goals. Some time ago Telefe International signed an agreement with Idea Asia Media, a Chinese production company, to produce local versions of Cuando me Sonreís, Un año para recordar and El Hombre de tu vida. This agreement is the latest addition to the list of co-production deals the company has signed in the country, such as the creation of the telenovela HeartBeats with Shanghai Media Group.
Another one of the major territories where one can find local adaptations of Telefe International's many fiction formats is Russia.