Senior Vicepresident of AMC Networks Lifestyle channels for Latin America Mandi Ciriza in an interview by TAVI Latam.
Highlights from the interview:
-Next year El Gourmet turns 20. It is not easy for a niche channel to make it to its 20th anniversary in such a healthy and strong condition.
-In order to celebrate El Gourmet’s 20th anniversary, there will be new programming, the channel branding is to be revamped and we will take a look back to the channel’s history.
-AMC Networks channels have a very loyal audience. Most viewers are fans of our content. They are fandom channels.
-The audience of Más Chic, a women’s interest channel, increased by 70% between second quarter 2018 and second quarter 2019.
-Argentina and Mexico are the territories where AMC channels audience has grown the most.
TAVI Latam:-In what condition is El Gourmet getting to its first 20th anniversary in Latin America?
Ciriza:-Very well. El Gourmet and all the other AMC Networks channels are having a very good year. The whole group has grown, both in terms of ad sales and distribution. We are really happy. This is due to our solid and varied offer. As regards El Gourmet, it is not easy for a niche channel to make it to its 20th anniversary in such a healthy and strong condition.
TAVI Latam:-What innovations will mark the channel’s anniversary in 2020?
Ciriza:-Next year there will be new programming in addition to the brilliant content El Gourmet usually includes. The channel’s branding will be revamped and we will take a look back at the channel’s history to recall all that has been done in the last 20 years. We will combine innovation with memories and nostalgia.
TAVI Latam:-What is AMC channels’ relationship with viewers like?
Ciriza:-We have six channels in the region and they have many fans. It is a very loyal audience and we work for them. They are fandom channels. That’s why we are implementing various initiatives, such as our newly created clubs, which attract between 500 and 1000 new members every day. We offer club members additional information about our content. Besides, we announce premieres through an app called MiPocket, which makes it possible for members to view the first episode of a new season. In this way, we thank the audience for its loyalty.
TAVI Latam:-How do you manage the production of new programs in today’s digital world?
Ciriza:-When it comes to the production of new programs, we work together with our marketing division and our digital area, we think of short forms and other products for social networks, as well as our clubs and MiPocket.
TAVI Latam:-You have pointed out that AMC has grown in terms of ad sales and distribution. What about audience rates?
Ciriza:-We keep growing. For example, The audience of Más Chic, a women’s interest channel, increased by 70% between second quarter 2018 and second quarter 2019. It is worth mentioning that Argentina and Mexico are the territories where AMC channels’ audience has grown the most. Our offer is good and that is appreciated by customers and viewers alike.