BUENOS AIRES — Canal 9, Argentina’s fourth-ranked broadcaster, tapped Patricia Weber as programming director as it seeks to boost ratings in the face of rising competition.
Weber, whose background is in TV production and who jumped over from No. 3 net America TV, replaces Gerardo Rozin, who will continue with Canal 9 in an undisclosed post.
America, controlled by sports media tycoon Carlos Avila, had long been the fourth-ranked network but managed to edge ahead of Canal 9 early this year with a lineup of magazine shows, newscasts and talkers.
Businessman Daniel Hadad and two partners bought Canal 9 in July and vowed to move the network back into third place by October. To that end, Canal 9 is rejiggering shows and slotting more fiction.
In August, it revamped its newscast and launched two dramas: “El Precio del poder” (The Price of Power), a nightly soap opera featuring a corrupt businessman; and weekly police drama “Contrafuego” (Counterfire).
America TV is also prepping new programs for launch later this month, including a talker hosted by veteran soccer superstar Diego Maradona, a political talent search contest and a weekly crime drama.
Despite these efforts, America and Canal 9 will find it hard to challenge Admira’s Telefe and Grupo Clarin’s Artear-Canal 13, which have dominated the No. 1 and 2 spots, respectively, for more than a decade.