MADRID — One of Spain’s most reputable production and TV execs, Gustavo Ferrada, has launched Convoy Films, a Madrid-based film production and consultancy company.

In the medium term, Ferrada aims to enter fiction production, working with both established directors with international potential and up-and-coming talent.

Plus, he is open to advising international companies seeking to shoot in or co-produce with Spain, Ferrada told Daily Variety.

In his first moves, Ferrada has struck consulting deals with Spanish cable TV operator ONO and Spain’s main movie studio complex, Alicante’s Ciudad de la Luz.

Under Spain’s new General Audiovisual Law, approved in April, ONO is obliged to invest in European film/TV productions a sum equivalent to 5% of its annual revenues from the broadcast of films, TV movies and TV series — around $6 million this year, according to Variety estimates.

Ferrada will advise on the film and TV investments not covered by ONO’s pre-buys for film channels and its VOD service.

He will also consult for Aguamarga Gestion de Estudios, the management company running Ciudad de la Luz, as it attempts to relaunch the studios, strengthening their connections with Spanish and international film and TV industries, said Amparo Castellano, who replaced Jose Luis Olaizola in Spring as Aguamarga director.

The head of cinema at Spanish pubcaster TVE from 2007 to June, Ferrada will rep Ciudad at international markets, advise on strategies and work practises, and attempt to tie down shoots, he said.

He joins fellow Ciudad consultant Jose Luis Escolar, Spain’s best-known line-producer on big international shoots, who was tapped by Castellano earlier this year.

Aguamarga has just hired Valencia-based film director Miguel Perello (“Lo que tiene el otro”) as another new consultant.

Perello told Variety he would act as a link between Aguamarga and the Ciudad’s Studies Center, and use his Latin America and Los Angeles contacts to lure shoots.