Rio Content Market 2015, where international becomes local

Eduardo Ruiz, President and General Manager, A&E Networks Latin America: ‘In this event the roles have changed. At Natpe Miami or Mipcom, we attend the market to offer our formats; here, the independent producer approaches us to present his projects. There’s a need inside the local market to expand its barriers and find new partners’.

According to Ludmila Figueiredo -Canal Futura, Brazil- RCM, apart from providing a direct contact with those production houses that cannot travel to big international markets, allows to reinforce relationships with different Latin broadcasters. Emerging channels as TV Ines, launched in April 2013 and focused in deaf audiences, see this market as an opportunity to be introduced to the global media industry.

What do the international buyers look for in Brazil? ‘We want to find out amazing characters, things that weren’t seen before and business tips to grow into new regions and cultures. We are focused on English spoken dramas, a genre which is easier to export than comedies', explained Kristin Jones, International Acquisitions and Co-productions, AMC (USA). ‘Every original, creative and organic content that can awake the sensitivity of the audience is welcome for us’, added Kelly Luegenbiehl, VP International Scripted Development, ABC (USA), and completed: ‘Brazil is a market which we have much to learn yet, and we have to travel if we want to grow. You never know where a good idea can come from’.

‘We are focused on what is interesting for the new tech era generations. Now we are producing two magazines in Brazil: Futurando, about technology, and Camarote 21, cultural. I’m sure they will show the local audience what kind of content DW can offer’, emphasized Sylvia Viljoen, Distribution Director, Latin America at Deutche Welle (Germany).

Ups & downs? While several international participants remark the presence of a large number of independent producers as a positive factor, others say that most of those small producers comes to Rio with finished products, that are difficult to commercialize internationally, because they are in Portuguese or because the strong localism of their themes.

Regarding to conferences, format adaptations topped the rooms with several sessions offered by Fernando Gaitán, VP International Production, RCN TV (Colombia), Israeli companies Keshet International, Armoza Formats and Dori Media, and US based company Lionsgate.

By Rodrigo Cantinsano, from Rio de Janeiro