My two cents.
As a territory, Latin America is now worth up to $25,000 per imported program hour. Brazil, an ext $10,000 to $15,000 per hour. In aggregate TV hours, the whole Latin American region can now be value at about $200 million per year. Puerto Rico is additional, and it is worth as much as the entire U.S TV market, or an average of $6,000 per program hour. Overall, the U.S. Hispanic TV import market is a $30 million a year (down from $40 million since Univision changed hands). As far as program sales concerned, the main four producing countries (Argentina, Brazil, Mexico and Venezuela) generate a to of about $60 million per year.
So much for the current situation. The future can only be brighter. Consider this: Privatization ( more foreign capital), expansion of TV services via cable and satellite, increased production and co and better fiscal discipline. Nevertheless, few North American and European companies have long-term plans for Latin America; they are happy to continue selling (keep the relationship going, in case), and hoping for better.
Normally, the "gravy" from Latin America can be collected within two years, but (especially for European companies) can go on as long as five years.
Naturally, there are exceptions to this nearsightedness, notably Spelling (which has formed Tele U with Multivision), Warner Bros. (which has a production company in Venezuela, and runs HBO Ole), RAI (DBS in the Americas), RTVE (with TVE-I), NBC, Turner, and now Fox with a cable network.
Overall, though, Latin America is still considered a stepsister to North America, Europe and the F East. Why? Because of the high costs of long-term planning. Because of more pressing priorities (kee cash coming!), and because the Latins have yet to show their acquired strength.
But please, don't mistake modesty with slow-wittedness, for Latins know exactly what the future holds for them. And please don't think that the worldwide success of telenovelas is just a passing f Novelas are so flexible in terms of number of episodes and subject matter that they will survive any "environment," so they have a long-lasting staying power. In addition, Americans and Europeans canno produce novelas, at least not as inexpensively or as good as the Latins can.
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|Title Annotation:||television in Latin American|
|Publication:||Video Age International|
|Date:||May 1, 1993|
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