It’s not just the Latins who are trying to make hay with telenovelas.
Korean broadcaster SBS is bringing its own locally produced, but now completely remastered in Spanish, sudser “Escalera al Cielo” to the NATPE sales bazaar in order to entice more South American program buyers.
Hallyu, as the Korean drama wave is known, has already swept across many Asian countries including China, Japan, Vietnam and Thailand. The hope now on the part of Korean distribbers is that the wave also washes over the Americas.
“Escalera Al Cielo” has already been licensed and broadcast by several South America countries and SBS is aiming to close more deals south of the border during NATPE — as well as introduce the soap to Spanish broadcasters in the U.S.
Latter effort could be challenging: The top-rated Hispanic network Univision is chock a block with Mexican telenovelas, while the number two network Telemundo relies on a wider variety of sudser sources, including its own homegrown serials.