Viacom International Media Networks has tapped former Telemundo programming exec Maria Iregui to serve as brand manager and senior VP of programming and production for MTV Latin America, overseeing content and creative development.
Iregui succeeds former MTV Latin America & Tr3s brand manager and programming senior VP Fernando Gaston who held the post for seven years and has ankled for personal reasons. Maria Badillo, VP of programming & production for Tr3s (VIMN’s U.S. Hispanic network) will have oversight of Tr3s in the interim.
Iregui joins MTV Latin America at a time when it has ramped up original production via what it calls a “glocal” content strategy, or the adaptation of MTV U.S. shows and formats in the region.
“MTV has a sharp focus on the millennial consumer and together we will drive innovation, increase market share and optimize market strategies to take the brand to its next phase of growth,” said Iregui. Both Badillo and Iregui will report to Sofia Ioannou, Managing Director of VIMN the Americas.
This year to date, MTV Latin America has announced various programming initiatives in the pipeline that Iregui will now lead. These include the Mexican versions of “Jersey Shore” (“Mexico Shore” – working title) and “Ridiculousness” where Iregui will play a key role in the casting and development of both shows, which will begin production in July.
Other upcoming shows for the network include the Colombian version of “Catfish,” as well locally produced formats of “Unplugged” and “World Stage,” in addition to the original MTV “Millennial Awards.”
The first season of “Catfish: The TV Show” from MTV U.S. drew more than 7.6 million viewers on MTV Latin America.
Prior to joining MTV, Iregui served as VP of programming for Telemundo Networks since 2010 where she helped lead the company reach its best quarter ever in 2012, and subsequently became the fastest growing broadcast network, regardless of language, in 2013 with a year-over-year growth of +13% among adults 18-49, per Nielsen.
She was also instrumental in positioning Telemundo Intl. among the top 10 entertainment channels within Mexico’s competitive pay TV landscape.
A Colombia native, Iregui previously held various senior management roles at Colombia’s Caracol Television including VP of Content Distribution and VP of Marketing. She led the programming and marketing strategy for the expansion of Caracol internationally to reach 7 million households in 25 countries, and she spearheaded the content strategy for the launch of CaracolTV.com.