In the following interview with ttvnews, Gachi Ciurluini, VP of Content Strategy at Canela Media, explains what type of content the company is seeking for its catalog in the international market.
In an industry as constantly changing as entertainment, it is imperative to stay one step ahead of the latest trends and understand what the international market is demanding in terms of content.
With this goal in mind, ttvnews presents the initiative Buyers: What Are Buyers Looking For?, in order to gain first-hand insight into the programming needs of buyers from around the world.
On this occasion, we spoke with Gachi Ciurluini, VP of Content Strategy at Canela Media:
What types of content, formats, or genres are you looking for at industry events?
You don’t always go to a market looking for a specific piece of content. Many times, the goal is to build alliances or strengthen strategies. In our case, for example, the Secretos franchise — which is now one of our most important original properties — was born exactly that way: from conversations with colleagues and producers with whom we later developed the project.
Today, collaboration and knowing how to leverage the surrounding tools are key. And with artificial intelligence on our side, the landscape becomes even broader. At markets, we are mainly looking for alliances and strategies linked to the efficient use of resources.
We no longer talk only about the content on the Canela TV platform, but about an entire ecosystem that expands across social media, YouTube, and other digital environments. It is a multi-platform model, with multiple windows and genres. Canela Media is distinguished precisely by its diversity: kids, music, sports, and other verticals that complement and strengthen the group’s main offering.
Which content would you highlight among those that performed best for the company in 2025?
This year, we strengthened the Secretos franchise with Secretos de Parejas, which became the biggest success in the saga, surpassing 11 million views. It was a result that even exceeded our own expectations.
We also co-produced films that performed very strongly, surpassing 2 million viewers. Investing in original content also allows us to adapt it more precisely, thanks to the technology and data we now have, tailoring it to our audience’s real preferences.
Another significant achievement this year was the restoration of more than 50 Canela-exclusive classics, with another 50 planned for 2026. Our classics library now totals 250 titles, reinforcing our commitment to preserving Latin American audiovisual heritage.
Are there any trends you are following closely in the market?
Definitely, we are paying close attention to changes in consumption habits, especially as we look ahead to 2025. That is why we have incorporated formats such as the video podcast and, more recently, launched Canelitas, an initiative powered by artificial intelligence that adapts content from our catalog into shorter formats, especially designed for younger audiences.
These are one- to two-minute pieces, created from series, classic films, and original content, in an initial experimental phase that will later move into a second expansion stage. We seek to explore new forms of consumption and use AI as an ally to connect with new generations.
We will continue to strengthen original content, expand our FAST channels and VOD, and expand our entire digital ecosystem, which is no longer limited to a single platform but integrates social media, YouTube, and multiple distribution channels. It is a 360-degree approach that enables us to grow organically.
Where do you see the company’s greatest growth potential today, and how is that reflected in your programming strategy?
For me, growth goes hand in hand with technology. In April, we launched Club Canela, the first free loyalty program integrated into a streaming platform for the Hispanic audience in the United States — a pioneering offering in its category.
The system allows users to earn points as they consume content, increasing watch time and strengthening the emotional bond with the brand. It creates a true sense of belonging.
Our strategy is moving in that direction: betting on technological innovation without losing the authenticity, values, and cultural identity that have always defined Canela, primarily through classic content and our connection to Latin roots.
What type of content is currently most in demand by your audience?
We aim to connect with diverse audiences through a broad offering that includes children’s content, music, sports, drama, and general entertainment. The key lies in the combination of creativity, technology, and data. These are not isolated elements but complementary ones that, together, help us better understand our audience and respond to their interests.
