The CEO spoke with ttvnews at Natpe about the experience of having launched her own production company and the content she is presenting to the market.
*By Luis Cabrera, from Miami
One of the most difficult things for any professional is to leave their comfort zone and venture to change direction in their career, especially after years of experience and recognition in a specific role.
But Susana Umbert is one of those brave women who decided to do it and a year ago she launched her own production company, Infinito. And today, she celebrates having made that decision.
“I have been in this industry for many years. I am passionate about it. I have been working in it for more than 33 years,” the CEO began in a conversation with ttvnews from Miami. “I have been Manager of America TV, I have had a partnership in a production company, I was Production Manager of Latina TV. And one day I woke up and asked myself, ‘what do you want to do with your life?'” recalled the executive.
“These have been very good years in my life and I am grateful to all the channels. But I said, I want to have my own production company. And I said well, I’m going to take a risk and see what happens. I took the risk and I’ve been with the production company for almost a year now. And I’m at it and I’m very happy,” said the executive.
The production company already has several programs under its belt. “The first program we launched as Infinito is called Tu cumple vale, a multiplatform format that runs from Monday to Sunday, three times a day, three-minute microprograms on Latina TV,” said the CEO.
“We award birthdays to all Peruvians. It’s a format by Ari Degoas, from Argentina, whom I met at Mipcom a couple of years ago and her format seemed spectacular to me. She only has it in Mar del Plata and I said ‘this could work well in Peru’. It’s a commercial format, but it has entertainment. In the morning the month is drawn with a roulette wheel, in the afternoon the day is drawn. Then the host tells all those who have that birthday to go to the website because they can win the prize of 10,500 soles in vouchers from the sponsors. From Monday to Saturday, 7 birthday dates are released. All those who have a birthday sign up on the website and must follow the sponsors. And on Sunday the winner is announced. With that we started and we’re doing really well.”
This year, Infinito decided to “go a step further” and sign a strategic alliance with Panamericana TV. “We will be launching two programs in March, one on weekends in prime time, and one from Monday to Friday in prime time. And in June we have another one,” said the executive.
The first of the programs is El valor de la verdad, hosted by Beto Ortiz. “Beto Ortiz is the most important journalist in Peru and he is very good at politics and entertainment. In recent years he has been dedicated to politics but he was the host of El valor de la verdad a few years ago on Latina. And we said, what if we do El valor de la verdad again? And we partnered with Panamericana to do it. So now in March El valor de la verdad will be released, hosted by Beto Ortiz, on Panamericana TV. And we came out well, with two sponsors who have already trusted us,” said the executive.
“The one from Monday to Friday is an hour-long entertainment program, but I can’t reveal more details yet,” she said.
“In all those years I was with the channels I acquired formats and I continue to acquire formats. But now I am also here to present my own. We are creators of formats. We have created two spectacular ones that we are presenting to the market,” she concluded.
