In the following interview with ttvnews, Carolina Sefair, CEO of Metro Televisión, shares what content they want to add to their catalog in the international market.
In an industry as evolving as the entertainment industry, it is imperative to stay one step ahead of the latest trends and know what the international market demands regarding content.
To this end, ttvnews presents the Buyers: What are buyers looking for? Initiative to learn first-hand about the programming needs of buyers around the world.
This time, we spoke to Carolina Sefair, CEO of Metro Televisión:
Where do you see the greatest growth potential for the company today, and how is this reflected in your programming strategy?
We are currently in a growth phase, driven by new partnerships with producers to represent their content, as well as alliances with distributors from other territories. Our focus is on strengthening our presence in Latin America and the US Hispanic market, which has been very fruitful.
Every day, we receive more proposals for high-quality local content with the ability to travel internationally. This is very rewarding for us, since our work combines acquisitions and sales, always to create opportunities for independent productions or content from other regions to position themselves in our key markets.
What type of content is currently most in demand from your audience?
Our catalog is broad and diverse, not limited to a specific genre or format. This variety allows us to respond to the different client profiles we work with.
We offer films, dramas, children’s programming, and high-quality documentaries — covering topics such as art, music, and wildlife. We seek content that is relevant, innovative, and has international potential. At the same time, we carefully curate projects that we believe can successfully travel to new territories or open unexplored markets.
What types of content, formats, or genres are you looking for at industry events?
Markets are true marathons for us, as we participate in both acquisitions and sales. We meet with broadcasters, platforms, buyers, and distributors to strengthen alliances and explore collaborations that enable us to enter new territories.
A key priority for us is showcasing Colombian content within our catalog. Supporting the local industry is essential, and we currently represent national productions across fiction, animation, documentaries, and films. This is made possible not only through our strong ties with local producers but also thanks to government incentives that have significantly boosted the creation of scripted and animated series.
We particularly value content with local themes that, thanks to their production quality and storytelling, can position themselves in international markets.
What content would you highlight as the most successful for the company in 2024?
Scripted series continue to be a highly demanded format. However, given the diversity of our clients, we have also seen strong circulation and success with films, documentaries, and concerts. These genres have maintained steady demand throughout the year.
How do you view the evolution of content consumption on digital platforms compared to free-to-air and pay TV?
It is a significant challenge for everyone in the industry — distributors, broadcasters across different windows, and even the platforms themselves. The ease of access to such a vast amount of content has transformed both audience habits and expectations. While it is undoubtedly a challenge, we also see it as a necessary opportunity to evolve.
What are your following strategic goals for the remainder of this year and the next?
Our main goal is to continue strengthening our catalog with content that meets our clients’ needs, while also ensuring that we stand out with a differentiated offering. The greatest challenge is finding unique spaces within the industry, and we are actively working toward that.
