The recently appointed Director of Programming spoke with ttvnews at her first Mipcom about the Chilean channel’s content strategy, based on high-quality reality shows and content that brings families together around the television.
Produced by Luis Cabrera, from Cannes, France
At the beginning of last September, Canal 13 Chile announced a restructuring of its management, with the goal of further strengthening its value chain and its content. Under this new structure, the Programming Department was now led by Pamela Díaz Sanhueza, who until then served as Executive Producer of the morning show Tu Día, since in 2022.
Just one month after her appointment, the executive was present at this edition of Mipcom in Cannes to learn firsthand about industry trends and promote the channel’s content in the international market.
“It’s been a super entertaining market,” the executive began in conversation with ttvnews from the event. “I was the executive producer of a morning show, so I already had some knowledge of the business. But coming here has given me a whole new influx of new formats, new ideas, new ways of producing, potential partnerships… It’s been very interesting, a very intense way to learn.”
Regarding the challenges and objectives of her new role, the executive emphasized that “Channel 13 is the reality TV channel,” outlining her strategy at the helm of programming.
“That’s what characterizes us, and we want to continue generating reality shows. They can be adaptations, they can be IPs from other countries, or they can be our own IPs, which we’re specializing in,” she explained.
“For example, Mundos opuestos is our own IP. It was created more than 10 years ago, and this resurgence has brought us many, many satisfactions. It’s a consistent, solid product, and it’s proven that now in the competition we’re once again in,” she emphasized. “You can tell the coexistence is real, the competition is real, and the technical quality is unsurpassed.”
This commitment to quality formats responds to the demand of the Chilean public, the executive explained. “It’s a very competitive market, and the Chilean public is very demanding. We always have to be looking for new things, new ideas, and adding a twist to ideas.”
“And also making them multiplatform, that’s what we’re aiming for now: generating content not just for streaming, not just for social media or the internet, but covering everything. And to do that, we have new ideas, like El Clan, which is also a new idea, and like Mundos opuestos, which is our own IP,” she said.
“The public has become hooked on us because these are products designed for the Chilean public. But they also have great potential in international markets because they are very solid products. El Clan is a family-oriented product, an adventure, that showcases nature and respect for communities; it’s a family program. Socios por el mundo is also a program for the whole family, and Mundos opuestos is as well,” she explained.
“So, Canal 13 is a family-oriented channel, and it’s a safe place, in turbulent times around the world and everywhere. It’s a safe place for the audience. And it’s a safe place for brands, too, to gain interest in our screens. So, all this combination has put us in a good position, and it distinguishes us as a family channel, one that everyone can participate in and watch as a family,” she explained.
Adding to the examples, the executive highlighted the Family Feud format, which airs in Chile as ¿Qué dice Chile?, and which “has managed to bring the family back together in front of the television.”
“We never stop connecting with the audience,” she concluded.
