The CEO of the group spoke with ttvnews about how they have been adapting to changes in the industry and the way they choose production projects, co-production alliances and new business avenues.
*By Luis Cabrera, from Miami
A reality already accepted by all members of the entertainment industry is that the business has changed, budgets are smaller, competition is greater, and the search of new business models is the order of the day.
“We have been adapting to the evolution of the industry,” said Silvana D’Angelo, CEO of Glowstar Media, a company that has been able to find ways of collaboration and new genres in terms of original production, which have allowed it to maintain a solid position.
“The reality is that we are all looking for new niches and new ways of doing business, because that is also related to changes in the audience,” she explained. “We started to diversify the business a couple of years ago. We wanted to explore unscripted.”
Without leaving aside its strong fiction business, Glowstar has formed alliances with different types of partners, both for unscripted formats and for large original productions. “We work with distribution and production alliances, above all with production service alliances for unscripted and large production companies for original fiction projects. Nowadays, to make an original fiction project, large budgets are needed. With almost all platforms acquiring important content in smaller quantities, the alliance with large production companies that can finance this type of production is vital.”
“We are choosing the business lines. The large production companies that used to make fiction, now also make unscripted and even distribute. We all have the same roles at some point, we are all buyers, analysts, sellers, co-producers… in different magnitudes, but we all work with multiple hats,” explained the executive.
Thus, in 2023 and 2024, Glowstar worked on everything that is the unscripted business, finding “an important vein of the company, achieving a position in production and co-production for various platforms.”
“What we were also working on in 2024 was preparing projects for 2025, to accompany the searches and needs of the platforms. We have a reality show in development, and the Carnival project, which emerged with the Gualeguaychu Carnival and we put together a project to cover all the most important carnivals in the world. They are events that platform users like to see and we also want to tell everything that is behind the carnival. They are events of great joy and celebration, people live it like a soccer world cup. We had good comments because it is unique,” revealed the executive.
“And so we are looking for different projects. We are working on an influencer project with Nury and Sebas, who are Spaniards with 14 million followers. A journey of theirs was recorded and we are going to take them from the networks to the platforms. All of this is new and it is part of what we are working on to find meeting points with different types of content generation,” she added.
Of course, the executive continued, “we are continuing with fiction projects. At the end of 2024 we are opting for a project that we cannot yet announce, which we have been working on for three years. We hope that production will be reactivated in 2025. We have to try to find that fiction project that is in line with the searches and that has enough elements to be chosen among so many proposals.”
“This year, quality will take precedence over quantity. We spend most of our time curating content. Our job is to work on projects and we don’t want to present them until they’re ready. Sometimes years go by and the project still doesn’t see the light of day. The big challenge will be to speed up these times. The industry is adjusting,” he concluded.
