MEXICO CITY — Viacom-owned MTV Networks Latin America has promoted regional VPs to manage programming and local productions in Mexico, Brazil and Argentina as the company continues to decentralize from Miami.
Formerly Miami-based VH1 exec Vicente Solis will relocate to Mexico as VP of MTV/VH1 content for the northern region. Former Nickelodeon Latin America exec Jimmy Leroy is headed to Sao Paulo as VP of Content for VH1 Brasil (MTV Brasil is a separate local joint venture). An Argentine creative chief will be named soon.
Keeping them all in line from Miami will be Jose Tillan, who has been promoted to senior VP content and music for MTV/VH1 Latin America. He will report to feevee prexy Pierluigi Gazzolo. Four execs replace senior VP Charlie Singer, who left the company in spring.
Gazzolo told Daily Variety that by placing creative chiefs in-country, the feevee will be able to counterprogram against local competition more effectively and better scout co-production projects that could work locally or across the region and in the U.S. Hispanic market on MTV Tr3s.
“We are now working Latin America from the inside out, rather than the outside in,” Gazzolo said. “The three feeds are going to look much more different a year from now.”
Gazzolo said the cabler aimed to significantly ramp up local productions of longer formats and increase the amount of content for online and mobile distribution.
In March, the network began regionalizing its HQ from Miami to Argentina, moving departments like promos, digital media and operations to Buenos Aires offices.