“In Ecuador there is a significant shift towards identity.” – Ana Cecilia Alvarado Robles. Vice president of product development and Ecuavisa talents.


Ana Cecilia Alvarado Robles

Many remember a girl that went hand in hand with her father, the renowned businessman Javier Alvarado Roca, Ecuavisa owner, one of the leading channels in Ecuador. That is Ana Cecilia Alvarado Robles , who at a young age attending diverse events, L.A. Screenings, NATPE, MIPTV, MIPCOM and that’s how the taste for television was planted in her. She devoted to independent production in the United States and explored sales and distribution. Created Recetas para el Alma, a co -production between her company, Two World Media and MGM. “Those were hard years with a baby in tow, my son Juan Xavier, and looking forward to a different television”, shares with TVMAS in this exclusive interview .

Four years ago her life changed and left Miami to live in Ecuador to direct ECUAVISA’S production unit in Quito. Today is vice president of product development and talents for the network.

What is the current reality TV in Ecuador ? We see that the channels are pretty evenly matched, there is not a great leader ahead of the others …

There is a significant shift toward identity, which has allowed us to position ourselves with leading domestic competitions, comedy and news.

 What are the channel strategies to compete?

Renewal. You have to reach current and future viewers with a direct language connected to different interactive platforms.

What about audience changes over the past 5 years?

Fun without stereotypes and with identity. Programs like Calle 7, Combate, En Carne Propia,  La Noticia de la Comunidad, Combo Amarillo, Asi pasa y En contacto, in their time slot mark the leadership. TV viewing habits have changed, the 7 pm schedule that was aimed at women, either with telenovelas, talks shows and news, today is dominated by comedies like El Combo Amarillo, Asi Pasa and series like The Simpsons, since young people have the control in hand.

In prime time, how do channels compete?

Ecuavisa leads the national prime time from Monday to Friday with its telenovelas, such as in weekends with own-productions and films. With Ecuador tiene Talento on Sundays we have reached to more than 50% of the audience share.

What have been the channels most successful telenovelas?

The Brazilians Fina Estampa, La Vida Sigue and now with Avenida Brasil. This success is due to the turn given with everyday issues in the life of common Brazilians. This attracts the middle and lower social strata audience, formerly Colombian, Venezuelan and Mexican telenovelas consumers.

What have been the channels least successful telenovelas and to what do you attribute the fact that they did not crystallized with the public taste ?

There are many factors that affect the results of a telenovela: the story, the casting, its rhythm, the schedule, the competition schedule, the program that precedes it, etc. . While we have achieved great successes, we also have received hard blows with telenovelas we expected to be successful as were Corazón Valiente, Rebelde, Miss Xv. The last two oriented to young audiences. The competition opened at the same time a successful contest that affected our tuning forcing us to rethink the offer.

So is Ana Cecilia, sincere, creative and above all, brilliant.

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