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be tuning in to novelas.“I think that a limited number of male viewers are caught in the spiral of watching telenovelas because they come from a household where it was a family tradition of sorts, or they just have no choice but to accompany their female companions,” who, he says, typically dominate the remote control. SIZE MATTERS
The sales arm of the Turkish public broadcaster TRT is bringing to DISCOP Istanbul new titles such as the espionage drama The Golden Apple.
also a part of the story arcs, telenovelas will continue in popularity,” says Comarex’s Contreras. Among the company’s most popular telenovelas are Daniela, The Gardener’s Daughter, Emperatriz, Prisoner of Love and The Force of Destiny. There is also the scripted anthology series WhatWomen Keep in Silence. Another heavy hitter in the telenovela market is Caracol Television. “As for our most successful and recent telenovelas, we can highlight The Secretary, which was acquired by FOX International Channels Middle East and adapted by Televisa,” says Berta Orozco, Caracol’s sales executive for Western Europe and Africa. “Also, Love and Fear aired on FOX [in the Middle East] as well as on FARSI1, one of the most important channels for Persian speakers.” NOVELA KNOW-HOW
Then there is Cisneros Media Distribution, the sales arm of Cisneros Media that was recently rebranded from Venevision International, which represents such successful telenovelas as Rosario and Passions of the Heart. “Both of these were produced by Venevision Productions, our production house in Miami, and there’s no doubt that the novelas done by this studio carry a proven track record of high-quality dramas with appealing casts and, most importantly, solid stories,” says Cesar Diaz, the VP of Cisneros Media Distribution. There is no question that love is one of the most powerful human emotions, so it is no surprise that passion-filled plotlines are at the
heart of most successful daily dramas. “For us, the ones that work the best are classical romantic stories, the rags-to-riches, the impossible love,” says Diaz.“These are the stories that captivate the most audiences and do quite well in non-Spanishspeaking markets.” “Romance and betrayal are subjects that perform especially well,” says Global Screen’s Fritz. “Unfulfilled love, heartbreak, jealousy and intrigue are a currency that is understood and accepted everywhere in the world.” “Traditional, romantic and family-oriented stories always work the best,” adds Comarex’s Contreras. “The stories are written in such a way that millions of people can identify with them.” Okan of ITV-Inter Medya observes that aside from romance, stories centered on crime have been increasingly piquing the interest of viewers. It is a misconception that all soaps are intended exclusively for female audiences—although there is certainly a strong pull with this demographic. “Telenovelas are usually 100 percent female-oriented,” says Comarex’s Contreras. “However, we have found that in many territories—such as in Latin America, the U.S., even in Asia and the Middle East—telenovelas have become more familyoriented and capture 50 percent of the male audience.” “One of the strengths of Caracol Television’s content is that it attracts women without excluding men,” says Orozco.
According to ITV-Inter Medya’s Okan, daily dramas can capture male attention by having interesting stories with “mannish elements, like beautiful women.” Ezgi Ural, a sales executive for Kanal D, concurs. “The audience is mainly female, but we can still attract male audiences by adding maletargeted elements to our series.As an example, Kuzey Güney was watched by both male and female audiences,” Ural says, noting that male viewers were likely drawn to the show’s testosterone-fueled fight scenes. Cisneros Media’s Diaz suggests some other reasons why men might
There are many angles to consider when a broadcaster is thinking about committing to a show. For obvious reasons, volume is appealing. But a high episode order is not the only thing to take into consideration. “There are some criteria for the broadcasters and for sure episode number is one of them,” says ATV’s Varol. “However, it is not the only and most important factor in their decision. Firstly, broadcasters study the drama’s situation in the home market. The ratings play a key role here. Secondly, if a title is sold into many countries, this proves its international success. Thirdly, the quality of the cast impacts their decision. So, if these variables are not positive for the buyers, their acquisition decision will be risky.” Turkey’s ATV, which represents titles such as Fugitive, The Noble of Today, Sila, Unforgettable and Peace Street, has opted to concentrate on
Turkey’s ATV sold the drama Sila into more than 35 countries, and it had notable success in the Balkan region.
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