Paraguayan broadcaster Telefuturo is seeking to enter the overseas market with its self-produced dramas (ficción nacional). Leading the history of local dramas since the early 2000s with short dramas like <GvsB> and <Ánimo Juan> and daily dramas such as <Papá del corazón> and <De mil amores>, Telefuturo is now airing a new sitcom, <Solo por unos días>, riding on the success of its recently aired biographical drama, <Marilina, la historia se cuenta sola>.
Telefuturo's Goal: A Hub for the Local Film Industry
Laura Arias, the artistic director of Telefuturo, stated that the goal is to develop the film industry based on local culture and talent. Telefuturo focuses on helping viewers connect with their own stories on screen. Furthermore, it aims to strengthen collaboration with overseas production companies and enhance production capabilities to grow Paraguay into an international content production hub. This strategy is expected to not only boost domestic ratings but also serve as a bridge to introduce Paraguay's unique stories and culture to the world.
Marketing Strategy: Captivating Both Viewers and Advertisers
Andrea Prieto, the marketing director of Telefuturo, emphasized that self-produced dramas are more than just entertainment; they are an attractive platform for advertisers. This is because the advertising effect is maximized when viewers are emotionally invested in the drama's story. In particular, the company plans to increase the effectiveness of advertising by using product placement (PPL) techniques to naturally expose products within the drama's plot. Prieto added, "Local dramas have the power to appeal not only to traditional TV viewers but also to the younger generation familiar with digital content."
Laying the Groundwork for Global Expansion
Telefuturo is expanding its drama content to multi-platforms (multiplataforma), communicating with viewers through social media outside of broadcast hours and accumulating data. This digital strategy aims to more accurately understand viewer preferences and strengthen content competitiveness.
Telefuturo's latest endeavor is expected to be a new milestone for the Paraguayan film industry. All eyes are on their move to strengthen their bond with viewers through self-produced dramas, pave the way for overseas market expansion, and achieve both cultural and commercial success.
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