BUENOS AIRES — Broadcaster Telefe, a subsidiary of Telefonica’s Admira of Spain, is preparing to cast the winners of “Operacion triunfo” (Operation Triumph), a talent contest for singers that aired to high ratings last year, in a youth telenovela, a spokesman told Daily Variety.
While details still aren’t available, the soap opera is set to start airing in the first half of the year.
Move is the latest by a broadcaster to add more youth programming to boost ad coin, according to media buyers. Despite the country’s economic crisis of 2002-03, big marketers like Coca-Cola, Groupe Danone and Nestle continued to buy regular time on shows that reach young viewers.
Broadcasters also are developing more youth programs to boost revenue from merchandising and spinoffs. Bandana, a pop group that emerged from the talent search “Popstars” on third-ranked Canal 9 in 2001, starred in Tomas Yankelvich’s “Vivir intentando” (Live Trying), the highest-grossing domestic film of 2003. The young stars of youth telenovela “Rebelde way” (Rebel’s Way) on fourth-ranked America TV are set to follow suit in 2004. Their band Erreway and other young TV stars have put out chart-topping albums and now grace everything from trading cards to school notebooks.