The health crisis devastated everything: it took the lives of those who were infected with COVID-19, staggered many companies that were forced to close their doors or lay off their staff and, among other things, reached the entertainment industry, including television.
In August 2020 we started the pre-production of the second season of Masterchef. Therefore, the scheduling and production planning was maintained. It never stopped.
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Locally, the pandemic almost wiped out national production. It practically disappeared and channels like Teleamazonas have managed to stay. How? “Our production has been maintained by keeping the care and biosafety protocols that have allowed us to continue producing in these difficult times,” says María del Carmen Arellano, production manager of that channel.
Given the shortage of productions, a key for the audience to remain loyal is to continue providing them with the content they are looking for and they need both information and entertainment.
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At this point, Catrina Tala, who leads the independent production company RompeKbezas and whose productions are part of the TC grid, assures that they are trying to generate content that their directors or producers believe works.
The channels are already resuming national production. It is a slow process that involves many factors, one of the most important is economic.
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“Being faithful to a channel today is complicated. The important thing is to generate loyalty through productions, in genres and types of content. For example, people are loyal to one channel in the news, but prefer to watch entertainment programming on another. The best way to find out what they like or what they don’t like is by analyzing, investigating, listening and observing what the audience wants, ”says Tala.
Although it has not been so easy, Arellano emphasizes that they returned to produce. So much so that on May 18 of last year, almost at the end of the confinement, they premiered the program La cocina del chef, with Germán Vivanco, one of the participants of the first season of MasterChef Ecuador. The latter is its star program that is going for its third season and that mobilizes contestants and staff to the city of Bogotá, in Colombia, where it is produced and recorded. The cost is kept in reserve.
The manager of TC dramatization, José Navarrete, recalls that last year, at the peak of the pandemic, it was exhibited Antuca makes me fall in love, the latest series produced on that television station. However, the crisis took its toll on the channel by dispensing with the production team, including actors, directors, scriptwriters and casting managers.
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TC’s grid currently projects Turkish, Filipino and other renowned international production houses. For this, Grecia Salguero, as programming manager, has the experience to analyze which is the best product according to its time slot, meeting the audience needs.
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For the producer, the solution was to reinvent himself because, as part of TC’s creative engine, he had to generate new projects or those already tested. This is the case of the reality show Soy el mejor, the stellar show at 6:00 p.m., and that of the comedy Juntos y Revuelta (independent production by Catrina Tala). “I am not the producer in charge of these projects, however, as a knowledgeable professional in this field, it seems to me that it was a wise decision for TC to launch a brand already known as I am the best, a format that gives results. It is a space that fulfills the purpose of amusing and entertaining the family.
The manager adds that this channel took into account many talents and artists who, due to the very situation of the pandemic, had nowhere to work.
Mariano Juan, production manager of Ecuavisa, comments that the national proposal in the ‘canal del cerro’ is not stopped, on the contrary. “With this new normal as it is currently called, we are taking the opportunity to carry out a reengineering in the production department, projecting ourselves for 2022.”
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A content evaluation committee has been formed made up of a group of professionals with international experience, who will be responsible for evaluating any project that is carried out from now on in Ecuavisa.
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In the first stage of the pandemic, like all open television channels, Ecuavisa resorted to different programming strategies in order to optimize resources. This is what Fabián Ayala, head of audience analysis, maintains. “Being leaders in all digital platforms, we are committed to intensifying our corporate mission of becoming the first 100% transmedia communication medium, with differentiated content that allows us to connect with the new public. And that allows people to spend more time with our Ecuavisa brand, beyond the television screen, “he says.
To keep the viewer captive, Silvana Khalil, the channel’s marketing manager, says it was necessary to analyze local and international trends. “Every product that appears on our screens goes through a rigorous study and research process to guarantee its success. And just as we can see in this process that Korean and Turkish products lead the ratings in different markets, we also know that each reprisal of certain clearly identified dramatizations brings us more viewers ”.
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