For only the second time, Mexican media giant Televisa has launched a primetime novela in foreign markets ahead of its national bow.
The world’s leading producer of Spanish-lingo novelas normally bows the sudsers in primetime on home turf and tweaks them in response to ratings, market research and feedback.
However, “Bajo la Misma Piel” launched on June 2 in Peru on Canal 4, and on June 16 on Colombia’s RCN and Guatemala’s Televisiete.
Televisa will use the test markets to carry out its usual research, according to Claudia Silva, director of marketing at the broadcaster’s distrib arm, Miami-based Televisa Intl.
Based on an original script, “Bajo la Misma Piel” is set in the Pacific resort town of Acapulco. Kate del Castillo and Juan Soler topline. The soap bows in Mexico in September.
Televisa launched “Asi son Ellas” in the U.S. on Univision in advance of its Mexico release.