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MADRID — Spanish publishing and media company Zeta Group has set up production arm FicciON TV to specialize in local drama, the most successful programming in free-to-air primetime here after soccer.

Zeta has tapped five creative execs to head FicciON, lead by Xabi Puerta, former director of content at production house BocaBoca.

Other execs are legit, TV and film scriptwriter Ignacio del Moral (“Mondays in the Sun”); Joan Barbero, writer of Catalan pubcaster TV3’s skein “Nissaga de Poder”; Veronica Fernandez, screenwriter of child abuse drama “Pellet”; and Aitor Gabilondo, writer of Telecinco’s cop drama hit “El Comisario.”

FicciON’s team will report to Agustin Vitorica, Zeta’s development and new business director.

Unit is part of Zeta’s film and TV division Zeta Audiovisual, which also includes film distributor On Pictures and TV entertainment production arm On TV.

Launched September 2004, On Pictures has found a niche in Spain’s tough distribution market.

It released Woody Allen pics, “Match Point,” which grossed a standout e7.6 million ($10.1 million), and “Scoop,” which has made $6.9 million to date.

In a parallel move, On Pictures is prepping its first projects as a film producer.