CANNES Following in the footsteps of “Violetta,” Universal Music France has struck a keystone deal to market “Love, Divina,” a pioneering premium teen series from Mexico’s Televisa, Argentina’s Pol-ka Producciones and France’s Federation Kids & Family headlined by TV and pop star, Laura Esquivel.
Under the terms of the agreement, Universal Music France will market the music elements in “Love, Divina,” a daily half-hour show, under its MCA label, a market specialist in teen and telenovela audiences. Other brands MCA has represented in France, nursing them to multi-platinum, record-breaking success include “Violetta,” “Soy Luna” and recent phenomenon “Chica Vampiro.”
The pieces have now fallen into place for the broadcast, marketing and licensing roll out of “Love, Divina” in France with pubcaster France Télévisions having acquired broadcast rights and “Love, Divina” being brought onto the licensing market at Brand Licensing Europe (BLE) which ran Oct. 10-12 at Olympia, London, represented by London-based CPLG, which is handling the licensing in France of the daily series.
“We are really looking forward to working with Federation, France Télévisions and CPLG, such dynamic partners that are 100% behind ‘Love, Divina,’ and totally committed to making this brand a success,” said Romain Delnaud, managing director, MCA France.
He added: “With this exciting synergy – together with the popular, record-selling star of the show Laura Esquivel – we are sure to create another pop teen phenomena in France, and the rest of Europe.”
Esquivel became an international tween-teen TV icon, pop star and composer after telenovela franchise “Patito Feo,” broadcast from 2008 and re-versioned for Mexico by Televisa, its soundtrack scoring five gold albums in Italy, Spain and Portugal. Esquvel also sold two million concert tickets.
In the Buenos Aires-set “Love, Divina,” she plays a teenager who dreams of becoming a singer, takes a gaggle of homeless kids under her wing and moves in with them to her long-lost affluent Mexican grandmother’s mansion. There, she meets Felipe, who becomes the love of her life, as fast friendships and bitter rivalries flower between the mansion’s privileged family and newcomers.
“Love, Divina” is being broadcast across Latin America and Europe, including in the key territories of Italy, where it plays on Super!