TTVNews celebrates its first 20 years, inviting friends and industry colleagues to share their personal experiences over the past two decades. Adrián Santucho, Chief Creative Officer (CCO) at 360 Powwow, answers “where were you 20 years ago?”

This 2024 marks the 20th anniversary of TTVNews, a big reason to celebrate for the group which is consolidating itself as one of the go-to media platforms in the audiovisual industry in Latin America.

And to mark the occasion, we’ve invited friends and colleagues to share their experiences, challenges and lessons learned over the last 20 years in this industry.

This time, Adrián Santucho, Chief Creative Officer (CCO) at 360 Powwow, answers “where were you 20 years ago?”

Where were you 20 years ago?

Well, 20 years ago, I was a fan; I was a Tiempo Final viewer. But 20 years ago, I was on an island in Tigre doing a reality show called Confianza Ciega (Blind Trust); that drove me crazy 20 years ago.

I worked at Endemol Argentina, a company with a lot of creativity and where many of today’s executives came from. And well, I was in a crazy country and just about to move to Mexico to start my international career, let’s say, as an executive at Endemol Mexico, which later brought me to live in the United States. But it was a boiling moment and very important in my life and career.

What challenges do you see in the industry today?

It’s a very complicated moment, I think. More and more initiatives of associations, the search for private funds to carry out projects, and a rare thing, but looking for the final consumer, looking for the fandom, for the people who want to consume content directly to be able to start having a direct relationship with the consumer, in a different way, maybe not as a telenovela or premium series, or not as a reality show of millions of dollars, but suddenly connecting with direct content for the consumer. I think this is one of the keys for medium-sized or small production companies.

On the other hand, obviously, we should look for partnerships. A good idea will always prevail, but we have to get more and more creative because ideas are everywhere, and we have all evolved and learned a lot. Today, the platforms and channels in particular are also seeking to reinvent themselves and to be the size they have to be and not the size they pretended to be, and that is also a challenge for us.