In the following interview with ttvnews, Bruno Zanoni, Director of Programming and Acquisitions at Stenna Group, explains the types of content he is seeking for the company’s international catalog.
In an industry as constantly changing as entertainment, it is essential 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?” to gain firsthand insight into the programming needs of buyers worldwide.
On this occasion, we spoke with Bruno Zanoni, Director of Programming and Acquisitions at Stenna Group:
What content would you highlight as having performed best for the company in 2025?
One of Stenna’s key highlights was our commitment to national children’s content, carefully curated. We transformed DumDum into a 100% Brazilian channel, with a schedule made up entirely of national and independent productions. This was a strategic move that allowed us to differentiate the channel in the market and reinforce our editorial identity.
This strategy not only increased engagement among families and children but also strengthened the channel’s cultural relevance by connecting Brazilian narratives with local audiences.
In addition, content that promotes learning, inclusion, and positive values, backed by strong, recognizable brands through partnerships with beloved franchises (such as Gato Galáctico, Mi Amigazazo, Peixonauta, Patati Patatá, among others), also stood out as some of the year’s biggest successes.
Renewing these content partnerships with productions that combine entertainment and purpose reinforces the idea that this type of material strongly resonates with our audience and has significant strategic value for the company.
Finally, we also invested in original productions with formats designed to hold attention and support children’s cognitive and emotional development, which has been essential to sustaining viewership and loyalty in a competitive, multi-screen environment.
What type of content is currently most in demand among your audience?
Today, as channel programmers, we navigate a wide range of content, and our audience most demands authentic, relevant stories with an emotional connection. Regardless of genre—whether fiction, factual, entertainment, or children’s content—audiences seek narratives that reflect their realities, promote inclusion and diversity, and offer some degree of reflection or transformation.
Innovative formats and more immersive experiences have also gained traction, showing that viewers want more than to watch: they want to identify, participate, and feel impacted by the content.
What types of content, formats, or genres are you looking for at industry events?
We are looking for content that speaks to the diversity of our portfolio. Since we work across channels ranging from children’s to sports, travel, financial markets, and journalism, we need projects that expand this range and unlock new possibilities in each vertical.
Our focus is on finding content with a strong identity, solid storytelling, and the ability to connect with very different audiences. Whether it’s animation, travel, factual, sports formats, or more analytical content about the economy, we are always attentive to projects that can strengthen each of our channels and add something new to our programming.
Where do you see the greatest growth potential for the company today, and how is this reflected in your programming strategy?
Today, I see the company’s most significant growth potential in our ability to diversify and strengthen each vertical within our portfolio. As media consumption becomes more fragmented, it is increasingly important to develop clear programming propositions for each channel, while also expanding our distribution capabilities and multiplatform presence.
This is directly reflected in our strategy: we are investing in content that consolidates each brand’s identity, while also generating new audience opportunities and business models.
Growth lies precisely in this combination of specialization, flexibility, and editorial diversity.
Are there any trends you are following particularly closely in the market?
Yes, I am following several trends closely. The main one is the evolution of multiplatform consumption and its impact on how audiences discover and engage with content. There is a clear shift in audience behavior toward greater flexibility, personalization, and access across different screens.
I am also closely watching the advances of new technologies applied to production and distribution, from automation and data intelligence to hybrid formats that combine TV, digital, and interactivity. This opens up new paths for more dynamic storytelling and broader business models.
And, of course, I continue to pay close attention to content trends: stories with strong local identity, a diversity of voices, formats, and projects that inspire. All of this directly influences how we conceive programming and how we plan the future of our channels.
