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Promofilm U.S. taps top exec

U.S. branch produced 'Corazones,' developed 'Frijolito'

Vet Spanish TV exec and producer Luis Fernandez has been tapped as CEO of production house Promofilm U.S., replacing Daniel Gutman.

With offices and studios in Miami and Los Angeles, Promofilm U.S. is a subsid of Buenos Aires’ Promofilm, which is part of Spain’s Arbol Group.

“My challenge is to consolidate Promofilm’s position in the U.S. Hispanic market and enter the English market,” Fernandez said.

Promofilm U.S. produced Telemundo talkshow “12 Corazones” and developed telenovela “Frijolito.”

Promofilm U.S.’s expansion plans may be helped by new partners. In Spain, Arbol is merging with Mediapro and Arbol-Mediapro teaming with Mexico’s broadcast giant Televisa to launch terrestrial broadcaster La Sexta.

La Sexta’s launch transforms Promofilm into an international production-broadcasting entity with potential synergies.

Mediapro owns a brace of niche digital TV channels in the U.S., while Promofilm produces content. Televisa’s presence in La Sexta will inevitably spark speculation about a production alliance between Televisa and Arbol-Mediapro.

Over the last five years, Fernandez has worked as general manager of Plural Ent. based in New York and later Miami.

He exec produced Univision drama “Al filo de la ley” and feature “A Day Without a Mexican.”

Both Fernandez and Gutman join a new Promofilm strategy and contents committee, whose other members are Promofilm’s CEO Alfonso Mardones, Horacio Levin and Arbol co-founder Andres Varela.

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