In the following interview with ttvnews, Liliana Castillo, National Head of Programming and Broadcasting at Red Uno Bolivia, 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 Liliana Castillo, National Head of Programming and Broadcasting at Red Uno Bolivia:

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

In the case of what worked best for us was the adaptation of 100 bolivianos dicen. We did very well in the first and second seasons. It was a format tested in many countries, and Bolivia was no exception.

What type of content is most in demand by your audience today?

The most demanded contents in Bolivia, as in all of Latin America, are telenovelas; they love to identify with the stories, get excited, and it is one of the contents they consume the most. 

But they also like contests, winning prizes, and seeing other people win prizes. Those two combinations are powerful in the territory. 

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

With the wide experience we have in producing formats, this has become our strength, and the main bet for 2025 is to produce all kinds of formats, both contests and magazines, that are different from the ones we had. 

To make people earn money both on the screens and at home, everything we have produced so far is leading us to bet on local and own content. 

What kind of content or formats or genres are they going to look for at industry events?

We always watch telenovela launches in the markets. We like to select titles that are unavailable at the moment, but we like to outline where we want to go with these contents. 

So, we watch telenovela releases and movies because we have fixed movie slots on weekends. I also approach format distributors to see which adaptations work best for our country. 

This way, we are selecting and planning the details of the mechanics and how big a production can be, if we have everything we need to do it, and lastly, we are looking at the cost issue. First, we will take the ideas that can work in the country.