Florida: gateway for Latin America.

Miami is the Latin American distribution capital of the world.

It was no coincidence that President Bill Clinton chose Miami as the site to hold last year's Economic Summit of the Americas. Since the times when the Spanish explorers searched for their treasures in "La Florida," the state has become a gateway to another kind of Spanish "riches," due to its geographical proximity to South America and a constantly growing Hispanic population. Florida has developed as a major base for Spanish-language TV programming and distribution.

Curiously, major Latin distribution companies, such as Venevision International, is using NATPE "to expand its operations by effectively penetrating an increasing number of non-Spanish-speaking markets. Venevision International is determined to continue breaking new ground," commented a company official. At NATPE, Venevision will be offering Peligrosa (Dangerous Trap) a new telenovela based on the My Fair Lady plot.

Spanish telenovelas have helped Miami become the world's Latin distribution capital. Statistics show that these long-running serials can reach more than 80 per cent of an audience, and also are capable of crossing Spanish-language borders.

Reportedly, Miami has $50 million per year in ad dollars for Hispanic TV, of which 96 per cent is divided among WLTV-Channel 23, Univision and WSCV, and Channel 51 Telemundo. At the Miami Hispanic Media Conference 1994, participants discussed the links between the markets, where statistics showed an estimated $17 million per year coming to Miami from Latin America for production and post-production service.

"We have more foreign and Spanish banks in Miami than any other group. We are the gateway for Latin America and Europe," said Nora Swann, Miami film coordinator and commissioner who runs the Florida International Market and Conference, an event focusing on Miami's international film appeal. "Miami is a natural place to work and have co-productions with Latin America."

This population growth of the Hispanic market (consumers have an estimated $171 billion a year to spend), according to Miami-based Telemundo's Merchandising and Promotions Vice-President Hernand Gonzales, has created more "awareness," with companies trying to reach the consumers in advertising.

Telemundo is diversifying, recently forming a joint venture, TeleNoticias, that is a 24-hour Spanish news network, in conjunction with Reuters and with Telemundo Entertainment. TeleNoticias' programming showcases music artists and also does the marketing for the record companies. "We are also producing and exporting telenovelas," he said.

Players in the Spanish-language TV market such as MTV Latino, HBO Ole, TNT Latin America, and Discovery Channel are joining in the espanol exchange. Miami-headquartered Gems TV, affiliated with the giant Empressa IBC, parent company of RCTV, has expanded to more than 80 networks within less than two years, and according to Grace Santana, Gems TV marketing manager, "Our audience base of Hispanic women's response has been overwhelming."

Film production growth figures are rising in Florida, ranking third behind California and New York. Facilities are expanding such as Telemundo building a new extension to their Miami studios and other companies from South America using Miami as a location. Univision's popular shows, Sabato and Noche De Gigante in Miami add to Univision's Latino Miami flavor.

The increase in Hispanic and Latin American television production, the revival of the Miami beach art-deco district, and MGM-Disneyland, the Universal Studios commitment in Orlando, have all given the industry an added impetus and enhanced Florida's status as a gateway to Latin America.

Florida-based Latin American Companies

APA/Int. Film Distributors 7400 S.W, 50th Terrace #202 Miami, FL 33155 Tel.: [phone] Fax: [phone] Programming: South American TV

Continental Network TCI Channel 43 17200 SW 8 Street Miami, FL 33135 Tel.: [phone] Fax: [phone] Broadcasting

Coral Pictures 6101 Blue Lagoon Drive #400 Miami, FL 33126 Tel.: [phone] Fax: [phone] Director: Sheila Hall Aguirre Programming: Telenovelas

Discovery Channel America Latina One Alhambra Plaza #600 Coral Gables, FL 33134 Tel.: [phone] Fax: [phone] Director: Henry Martinez Programming: Travel shows for South America

Galavision USA 9405 NW 41st Street Miami, FL 33178 TeL: [phone] Fax: [phone] Traffic Commercial Dept.: Lucy Berdeguer Broadcasting: Cable Network

Gems International Television 10360 USA Today Way Miramar, FL 33025 Tel.: [phone] Fax: [phone] Marketing Director: Grace Santana Programming: Novelas, Hispanic

Lain International 940 Lincoln Road, Suite 206 Miami Beach, FL 33139 Tel.: [phone] Fax: [phone] Director of Programming: Maria Ladera

MTV Latino 111 Lincoln Road Miami Beach, FL 33139 Tel.: [phone] Director: Thomas Hunter Programming: Music

New World International 145 Madeira Avenue, Suite 203 Coral Gables, FL 33134 Tel.: [phone] Fax: [phone] Alejandro Ramon Garcia

Nubeluz 601 Brickell Key Drive Miami, FL 33131 Tel.: [phone] Sighi Drassinower Programming: Kidvid 

Pigeon Productions 1273 Coral Way Miami, FL 33145 Tel.: [phone] Fax: [phone] Director: Luis Palomo Programming: Latin Production

Prolasa S.A. Televideo Services 2600 S.W. Third Avenue, Suite 400 Miami, FL 33129 Tel.: [phone] Fax: [phone]

Spanish Television Services, Inc. 8655 S.W. 74 Terrace Miami. FL 333143 Tel.: [phone] FAX:-305-596-3198 Hector R. Llorens

SPIN TV International 2650 S.W. 27th Avenue, Suite 301 Miami, FL 33133 Tel.: [phone] Fax: [phone] Dan Molina

S.U.R. Corp. 601 Brickell Key Drive Suite 100 Miami, Fl. 33131 Tel.: [phone] Fax: [phone] Manuel Iglesias

Telemiami-Channel 40 2920 NW 7 Street Miami, FL 33125 Tel.: [phone] Fax: [phone] Broadcasting

Telemundo Network Inc Adeline Ferro (Int'l)

Telenoticias Del Mundo Waldy Castro 2470 West Eighth Avenue Hialeah, FL 33010 Tel.: [phone] Fax: [phone]

Transvideo Corporation 10458 NW 31 Terrace Miami, FL 33172 Tel.: [phone] Fax: [phone] Nuria Malla

United Stars Inc. 999 South Bayshore Drive, Suite 602/6 Miami, FL 33131 Tel.: [phone] Fax: [phone] Hector Maselli

Venevision International 550 Baltimore Way, 9th Floor Coral Gables, FL 33134 Tel.: [phone] Fax: [phone] Cesar Diaz

Univision 9405 NW 41st Street Miami, FL 33178 Tel.: [phone] Fax: [phone] Mario Rodriguez