Director Carlos Martínez has been appointed head of Paramount’s content in our country, VP Country Manager of Paramount for Iberia, after working for twenty years in this company, ViacomCBS as it was called until a few days ago. A wide catalog to market and channels to serve the whole family.
“I have affection for The dog patrol, behind those characters and scripts there is a very careful job of content, of orientation towards its audience”, explains this creative about one of the icons of the Nickelodeon channel. An example of a generalist product, focused on international consumption, and which becomes a global success. “It’s not easy,” he insists, “it’s a feat to be liked in so many countries and in different cultures. The values, the examples, are fundamental so that everyone likes them”.
From Paramount observes all the animation that is made in many countries. Reaching the impact of SpongeBob, another of the great stars of the Nickleodeon brand, is within the reach of few fictions. It is the broadcast and everything that generates an image. “The response of the public through all the products with their image gives an idea of affection and complicity,” Martínez points out.
between the channels of Paramount there is an open license that works faithfully of its potential audience on DTT, Paramount Network. “Your detective series allow you to join in any chapter. They are fictions that you can see one or two episodes and return to the characters after a few days. On the grid of this channel of cinemas and series appear from authentic classics such as Colombo O It has written a crime French style Alice Nevers and detectives of always like Hercules Poirot, versioning the novels of Agatha Christe. “The so-called procedural series have a loyal audience, they work, creating their own production in Spain would be a possibility,” says the director, a creation like this requires other partners. The series on the Paramount Network (including The Murdoch Mysteries, Murder Diagnosis) take turns so as not to get exhausted by repetition, but with constant performance. “We also know Spanish habits well. If we put a film on the weekend after half past three in the afternoon, it is because it is a custom of viewing at that time, ”says Martínez.
After the series throughout the day time on this open channel there are theme nights in prime time: comedy, action, mystery. The public already knows what genre they are going to find. “Do Terence Hill and Bud Spencer movies work weekends? We are surprised how they continue to be liked after so many screenings”, as an example of actors who appear on the cinematographic grid on a recurring basis. Paramount, Viacom CBS, has also been a source of humor at Comedy Central (former Paramount Comedy), from its time the whole quarry of The chanante hour “It had a lot of merit to launch a program like this at the time. It was a genius of Joaquín Reyes. Now it’s a classic. We continue to work with the quarry of comedians, working with stand-up comedians who are already regulars on our programs and others who are emerging and to whom we give their first opportunities”, he explains.
Work is now being done on more monographic specials andl “roast” format, ruthless criticism, is being the most effective genre in recent years. “We are proud to have the best comedians,” says Martínez. Central de comedians or Pata negra are some of those spaces that discovered the values of the most cheeky humor.
MTV is another of the company’s great entertainment brands, “a main channel focused on a young audience and we deal with all the issues that may interest them.” And after events such as the great success of the EMA MTV Awards in Seville, in 2019, nostalgia for what could be celebrated before the pandemic, Paramount works on these events that become international phenomena. Paramount also has a platform in streaming free, Pluto TV, with a greater presence of Spanish content (TVE classics like Curro Jiménez, Stories to not sleep, and MTV’s own programs Alaska and Mariofor example) and it will be a service that, after almost two years of operation in Spain, will further expand that hundred online signals together with content on demand.
And on the horizon, the launch of Sky Showtimethe name of the payment platform that will arrive at the end of the year in conjunction with Comcast in several European countries.
It will be a step forward from the presence of this company already present on free-to-air television and specialized pay programming. “In everything that is entertainment we are interested in analyzing and working. We are always close to the public and their tastes”, reiterates Carlos Martínez.
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