BUENOS AIRES — Argentine production company Cuatro Cabezas has created a pay TV division to make the most of growing demand for its documentaries, reality shows and other formats in Latin America.

The company, run by Mario Pergolini and Diego Guebel, has hired Mariano Kon to manage the division. Kon was general manager of Infinito, a doc channel produced by Buenos Aires and Miami Beach-based media conglom Claxson. He was also development manager of Claxson Mexico.

Cuatro Cabezas is ramping up sales as Latin feevees tap production houses in the region for original productions as they seek to win more auds, advertising coin and carriage deals.

Last year, Cuatro Cabezas sold “Sexo Urbano” (Urban Sex), a six-part docu series exploring red-light districts in six Latin American cities, to HBO Latin America.

TNT picked up its “Proyecto 48” (Project 48), a talent contest and documentary about filmmakers, that is now in its second season.

Cuatro Cabezas has also produced for Fox, AXN, Disney Channel Latin America MTV, Infinito and People+Arts.