Antena 3’s programmed for change

Sarasola replaces Jerez

MADRID — Vet Spanish TV buyer Pello Sarasola has replaced Fernando Jerez as director of programming, broadcasts and production at broadcaster Antena 3, Spain’s most avid movie-buying web.

Jerez ankled early April to become the director of content at the free-to-air TV channel being prepared by pay TV giant Sogecable.

Sarasola was director of programming and programs at Basque regional pubcaster Euskal Telebista.

His joins a clutch of other former regional pubcaster execs at Antena 3, including head of sales and acquisitions Mercedes Gamero, general manager Silvio Gonzalez and program director Angeles Yague, all of whom worked at Telemadrid.

Sarasola will handle programming and skedding at a channel that has bucked the general trend among Spanish broadcasters to downsize movie purchases by signing output, volume or mini-package deals with Fox, Columbia, Universal and Disney-Pixar.

His appointment is unlikely to change Antena 3’s commitment to movies.

Meanwhile, rival Telecinco has just announced a 20% hike in advertising revenues. Antena 3’s own ad rev rise can be expected to be around this.

Though movies are an expensive buy, Antena 3’s Monday night pic slot, “El peliculon,” has helped it consolidate its market share as Spain’s second most-seen TV station behind Telecinco.

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