Argentina’s reversioning of “Desperate Housewives” (Amas de casa desesperadas) pulled in a record audience on its debut on Wednesday.
More than 1.2 million in and around Buenos Aires tuned in for the 11:30 p.m. program, which drew a 40.7 share/ 25.5 rating. Viewership peaked at 1.5 million, or a 55.5% share, for the co-production from Buena Vista Intl. Television Latin America and Argentina’s Pol-ka.
Series premiere was the strongest in four years for Artear-Canal 13, the leading broadcaster in primetime, and the best overall for a weekly series in two years.
However, it didn’t beat overall ratings leader Telefe’s tentpole telenovela “Montecristo.” Web moved the revenge tale to go head-to-head with “Amas.” “Montecristo” pulled in a 34.8 rating, higher than its 24-28 average.
Industryites closely watched the “Amas” debut as a test for a new business model that reversions U.S. formats with the same structure, scenery and quality but with local stars. Other remakes in Argentina have been looser renditions, such as with “The Nanny.”
The Argentine adaptation is the first of four the producers are remaking in Latin America, all produced in Buenos Aires. The next will be for Brazil, Colombia and Ecuador, headlined by stars from those countries.