MTV Latin America localizing operations


MEXICO CITY -- MTV Networks Latin America on Tuesday announced a large-scale regionalization strategy designed to expand local programming and production operations in the region's key markets.

Viacom-owned MTV Networks Latin America said it is in the process of moving MTV and VH1's programming and production operations from headquarters in Miami to existing regional offices in Mexico City, Buenos Aires and Sao Paulo (for VH1 only). The new structure will allow the company to create more homegrown content in Latin America's top territories: Mexico, Brazil and Argentina.

"Right now, 30% to 50% of our programming in the region is local," said Pierluigi Gazzolo, president of MTV Networks Latin America. "Re-inventing our creative structure supports our decision to have more programming and production driven locally."

In addition to producing more reality shows and other formats, MTV Networks Latin America is eyeing made-for-television movies and comedic talk shows.

"We think a lot of the formats can be exported out of the region," Gazzolo said.

Under the new structure, Vicente Solis was named vp of MTV/VH1 content for Mexico and Jimmy Leroy was tapped as vp of content for VH1 Brazil. An appointment for head of content in Argentina will be announced at a later date.

The newly appointed executives will oversee programming, day-to-day production supervision and pan-regional development of formats and co-productions. They also will be responsible for content development for other platforms, including digital TV, online, video on demand, wireless and broadband.

They will report to Jose Tillan, senior vp of content and music for MTV/VH1 Latin America, and to general managers in their respective territories: Paula Guerra in Argentina, Alvaro Barros in Brazil and Carlos Magana in Mexico.

"This structure will create new opportunities for us to further develop, produce and maximize content across all media platforms," Tillan said.