In the following interview with ttvnews, César Pereira, Programming, Marketing, and Corporate Communications Manager at Latina Peru, 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 in terms of 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 César Pereira, Programming, Marketing, and Corporate Communications Manager at Latina Peru:

What content would you highlight among those that worked best for the company in 2024?

2024 was an extremely challenging year for Latina Media, which is now a multiplatform content generator, since today we are not only thinking about content for the first screen but also for different screens and all our platforms.

It was a challenging year because we returned to produce national fiction and national soap operas together with Megamedia from Chile, which has brought us excellent results on all our screens and a commercial potential that has surprised us.

We made three telenovelas in 2024, Papá en Apuros, Pitucas sin Lucas, and Pobre Novio, which added clients in a way that does not cut the storyline. We have already closed our fourth national fiction with Mega.

Likewise, we soon started to look for the story, the adaptation of the script, the pre-production, and the telenovela, which we started recording between May and June.

So, there will be more national fiction in Latina during 2025. We are also already thinking about the titles for 2026 in the national fiction slot in Latina. The genre is to go to family comedy with a lot of love with natural conflict between families.

El Gran Chef Famosos, our great culinary competition reality show, will continue through 2025. In 2024, this content will be very generous. We are in season 12, and we are premiering a new season called Pericotitos, in which celebrities arrive with their children to the kitchen of El Gran Chef to spend a thousand and one adventures.

I would also like to highlight Latina’s international hub in 2024. For the last year and a half, we have produced reality shows about coexistence and competition for our client Canal 13, together with Cooking Media.

We have produced three reality shows, Palabra de Honor, Ganar o Servir, and Tierra Brava. In March, we will start production of our fourth reality show in Lima with a Peruvian team, Cooking Media, for our client Canal 13.

In Latina, we returned to sports content and, for the first time in open signal, the National Women’s Volleyball Championship in Peru. Well, from November of last year until June of this year, we broadcast the National Volleyball League on Saturdays and Sundays. There is an audience building. Volleyball is very popular, and we are delighted with the audience’s reception and the sponsors.

What type of content does your audience demand the most?

In 2024, we started an ambitious project: the re-foundation of our brand as a content-generating house. Latina launched its new brand with a value proposition. This is very important for us.

We want our content to have a positive impact on the Peruvians accompanying them. We want our content to have a positive impact on Peruvians, accompanying them, providing them with entertainment, and providing them with information that goes beyond mere news and helps Peruvians make decisions for the good of their daily lives.

So, based on this value proposition, which aims to add value to the lives of our audience, our content follows this path. Very familiar programs. We have recovered that delicious habit with El Gran Chef and done it with national fiction.

We want people to recover that delicious habit of watching television and consuming content as a family, which we are losing because our children today are on their screens. However, the challenge is to make content that makes the family sit down to consume them together.

What kind of content formats or genres will you look for at industry events?

As far as genres are concerned, we want to continue making a lot of entertainment programs. I believe national fiction is our most important content today because it has opened a market for national fiction in Peru since only one channel made national fiction.

Today, we open the opportunity not only to brands but also to production companies, and it would be good if other media in Peru could make more national fiction; it is the way to make the Peruvian content industry grow.

Where do you see the greatest growth potential for the company today, and how is this reflected in your programming strategy?

I always say that this industry has to produce. We have to produce more local content, but think about transmedia production, not only think about the first screen. We are no longer just a first screen. Today, our platforms must technologically continue preparing ourselves to take all our content to different audiences.

We are transmedia. The opportunity is there. Today, we must make content that goes beyond the first screen. Content for all audiences. Making a novel for the first screen is not the same as making it for our YouTube channel, our social networks, or our app.

Our path is in the construction and development of Latina’s multiplatform. In what aspects have we made progress? For example, we have FAST channels in Latina. We launched them two years ago. This has been a construction over the last four or five years.

The transformation started with us, with those who are part of Latina. People who have been making television for many, many years. We put together a digital team with a different vision, and those of us who make television were trained for the digital world.

That is how the FAST channels were born. We have in the app and on the Latina website the Latina 24-hour channel. The first screen programming goes on this FAST channel. Then we have a 24/7 News FAST channel. Not only are the first screen newscasts, but we do special digital programming during 24 hours, we do not stop broadcasting the news on Latina with our digital programming.

We have the Latina Clásicos app, the iconic series Latina did some years ago. 24 hours of programming so that people who enjoy the memory can have the programming and watch it at the time they want, on the screen they want.

We are working on two new FAST channels. The Fast Channel of Yo Soy, a program that accompanied 10 years on the first screen, is a historic and much-loved program. We are also planning another 24/7 sports channel with sports information.

We are reaching agreements with television brands and distributors so that LG and Samsung televisions arriving in Peru automatically have the Latina app when you turn them on. And we are also in talks with Roku, so our app is also in this new digital system.

How do you assess market trends in 2025?

Content is content. When we talk about trends, many people say that television is dying, but television is not dying. It is being consumed on other screens.

Content will always be the king, audiovisual will always be the most important for this business, and today, we see with great expectation many new formats. Fiction or series that you suddenly find on a social network, and you get short chapters of a minute and a half.

This drives us to renew ourselves from the content and technologically be prepared, although it is not easy because the audiences are different. The one who watches the first screen is very different from the one who consumes YouTube. The one that consumes the social network is very different from the one that consumes YouTube.

We have to give them the content according to the codes that the user handles. They are opposite audiences in age. This is the path we are exploring and executing at Latina, which today is a multiplatform and multiscreen content generator for all audiences.