{"id":70304,"date":"2026-06-25T19:48:59","date_gmt":"2026-06-25T22:48:59","guid":{"rendered":"https:\/\/tvmasmagazine.com\/?p=70304"},"modified":"2026-06-25T19:50:35","modified_gmt":"2026-06-25T22:50:35","slug":"atencion-giro-estrategico-en-chile-canal-13-nombra-nuevo-director-de-contenidos-y-programacion","status":"publish","type":"post","link":"https:\/\/tvmasmagazine.com\/en\/2026\/06\/25\/atencion-giro-estrategico-en-chile-canal-13-nombra-nuevo-director-de-contenidos-y-programacion\/","title":{"rendered":"ATTENTION. STRATEGIC SHIFT IN CHILE. Canal 13 Appoints New Director of Content and Programming"},"content":{"rendered":"<p><span style=\"color: #ff0000;\"><strong>Appointments | Strategies | Business | Entertainment<\/strong><\/span><\/p>\n\n\t\t<!-- MasterSlider -->\n\t\t<div id=\"P_MS6a3f48eb13503\" class=\"master-slider-parent msl ms-parent-id-174\" style=\"max-width:800px;\">\n\n\t\t\t\n\t\t\t<!-- MasterSlider Main -->\n\t\t\t<div id=\"MS6a3f48eb13503\" class=\"master-slider ms-skin-default\" >\n\t\t\t\t \t\t\t\t \n\t\t\t\t<div  class=\"ms-slide\" data-delay=\"3\" data-fill-mode=\"fit\"  >\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/tvmasmagazine.com\/wp-content\/plugins\/master-slider\/public\/assets\/css\/blank.gif\" alt=\"\" title=\"\" data-src=\"https:\/\/tvmasmagazine.com\/wp-content\/uploads\/2026\/06\/PAMELA-DIAZ-CANAL-13-OKI.jpeg\" \/>\n\n\t\t\t\t\t<div class=\"ms-info\"><p style=\"text-align: center;\"><b>Pamela D\u00edaz Sanhueza<\/b><\/p><\/div>\n\n\n\t<div class=\"ms-thumb\" ><div class=\"ms-tab-context\"><div class=\"&quot;ms-tab-context&quot;\"><\/div><\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div  class=\"ms-slide\" data-delay=\"3\" data-fill-mode=\"fit\"  >\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/tvmasmagazine.com\/wp-content\/plugins\/master-slider\/public\/assets\/css\/blank.gif\" alt=\"\" title=\"\" data-src=\"https:\/\/tvmasmagazine.com\/wp-content\/uploads\/2026\/06\/PABLO-MORALES-AHUMADA-CANAL-13-CHILE-OKI.jpg\" \/>\n\n\t\t\t\t\t<div class=\"ms-info\"><p style=\"text-align: center;\"><b>Pablo Morales Ahumada<\/b><\/p><\/div>\n\n\n\t<div class=\"ms-thumb\" ><div class=\"ms-tab-context\"><div class=\"&quot;ms-tab-context&quot;\"><\/div><\/div>\n<\/div>\n\t\t\t\t<\/div>\n\n\t\t\t<\/div>\n\t\t\t<!-- END MasterSlider Main -->\n\n\t\t\t \n\t\t<\/div>\n\t\t<!-- END MasterSlider -->\n\n\t\t<script>\n\t\t(function ( $ ) {\n\t\t\t\"use strict\";\n\n\t\t\t$(function () {\n\t\t\t\tvar masterslider_3503 = new MasterSlider();\n\n\t\t\t\t\/\/ slider controls\n\t\t\t\tmasterslider_3503.control('arrows'     ,{ autohide:false, overVideo:true  });\n\t\t\t\tmasterslider_3503.control('slideinfo'  ,{ autohide:false, overVideo:true, dir:'h', align:'bottom',inset:false , margin:10   });\n\t\t\t\t\/\/ slider setup\n\t\t\t\tmasterslider_3503.setup(\"MS6a3f48eb13503\", {\n\t\t\t\t\t\twidth           : 800,\n\t\t\t\t\t\theight          : 480,\n\t\t\t\t\t\tminHeight       : 0,\n\t\t\t\t\t\tspace           : 0,\n\t\t\t\t\t\tstart           : 1,\n\t\t\t\t\t\tgrabCursor      : true,\n\t\t\t\t\t\tswipe           : true,\n\t\t\t\t\t\tmouse           : true,\n\t\t\t\t\t\tlayout          : \"boxed\",\n\t\t\t\t\t\twheel           : false,\n\t\t\t\t\t\tautoplay        : false,\n\t\t\t\t\t\tinstantStartLayers:false,\n\t\t\t\t\t\tloop            : false,\n\t\t\t\t\t\tshuffle         : false,\n\t\t\t\t\t\tpreload         : 0,\n\t\t\t\t\t\theightLimit     : true,\n\t\t\t\t\t\tautoHeight      : false,\n\t\t\t\t\t\tsmoothHeight    : true,\n\t\t\t\t\t\tendPause        : false,\n\t\t\t\t\t\toverPause       : true,\n\t\t\t\t\t\tfillMode        : \"fill\",\n\t\t\t\t\t\tcenterControls  : true,\n\t\t\t\t\t\tstartOnAppear   : false,\n\t\t\t\t\t\tlayersMode      : \"center\",\n\t\t\t\t\t\thideLayers      : false,\n\t\t\t\t\t\tfullscreenMargin: 0,\n\t\t\t\t\t\tspeed           : 20,\n\t\t\t\t\t\tdir             : \"h\",\n\t\t\t\t\t\tparallaxMode    : 'swipe',\n\t\t\t\t\t\tview            : \"basic\"\n\t\t\t\t});\n\n\t\t\t\t\n\t\t\t\twindow.masterslider_instances = window.masterslider_instances || [];\n\t\t\t\twindow.masterslider_instances.push( masterslider_3503 );\n\t\t\t });\n\n\t\t})(jQuery);\n\t\t<\/script>\n\n\n<ul>\n<li><span style=\"font-weight: 400; color: #0000ff;\">Pamela D\u00edaz, Director of Content and Programming, is leaving; journalist Pablo Morales Ahumada is taking over. The goal is to develop a programming schedule with a comprehensive approach that consolidates the channel&#8217;s editorial direction.<\/span><\/li>\n<li><span style=\"font-weight: 400; color: #0000ff;\">The new director brings changes affecting not only content acquisition but also programming itself.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: center; font-size: 11px;\">Advertising<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-70139\" src=\"https:\/\/tvmasmagazine.com\/wp-content\/uploads\/2026\/05\/TVMAS_HASTA-EL-FIN-DEL-MUNDO-345x100-1.gif\" alt=\"\" width=\"345\" height=\"100\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Canal 13 wraps up the week with yet another restructuring. In a statement, the Channel announced that <\/span><b>Pamela D\u00edaz Sanhueza<\/b><span style=\"font-weight: 400;\"> is stepping down as Director of Content after a ten-month tenure, noting that the appointment of <\/span><b>Pablo Morales Ahumada<\/b><span style=\"font-weight: 400;\"> to this strategic role marks the beginning of a new Management approach. The new Director is a Journalist with three decades of experience in the entertainment, television, and audiovisual production industries.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">He has held high-level positions including executive producer, deputy director of programming, and Director of Content Networks such as <\/span><b>CHV <\/b><span style=\"font-weight: 400;\">and <\/span><b>Canal 13<\/b><span style=\"font-weight: 400;\">. In this new role, he serves as the Director of multiplatform content strategy. The objective is to create a programming lineup with a comprehensive approach that solidifies the channel&#8217;s editorial identity within the current media landscape. <\/span><b>Pablo Morales Ahumada<\/b><span style=\"font-weight: 400;\"> brings changes that extend beyond Content Acquisition to Programming itself; both production and programming management will now fall under this new unified structure led by Morales.<\/span><\/p>\n<p style=\"text-align: center; font-size: 11px;\">Advertising<a href=\"https:\/\/mitelefe.com\/telefe-studios\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-70112 size-full\" src=\"https:\/\/tvmasmagazine.com\/wp-content\/uploads\/2026\/05\/TVMAS_BANNER-345X100-01.gif\" alt=\"\" width=\"345\" height=\"100\" \/><\/a><\/p>\n\n\t\t<!-- MasterSlider -->\n\t\t<div id=\"P_MS6a3f48eb13e9d\" class=\"master-slider-parent msl ms-parent-id-175\" style=\"max-width:800px;\">\n\n\t\t\t\n\t\t\t<!-- MasterSlider Main -->\n\t\t\t<div id=\"MS6a3f48eb13e9d\" class=\"master-slider ms-skin-default\" >\n\t\t\t\t \t\t\t\t \n\t\t\t\t<div  class=\"ms-slide\" data-delay=\"3\" data-fill-mode=\"fit\"  >\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/tvmasmagazine.com\/wp-content\/plugins\/master-slider\/public\/assets\/css\/blank.gif\" alt=\"\" title=\"\" data-src=\"https:\/\/tvmasmagazine.com\/wp-content\/uploads\/2026\/06\/Pablo_Pinera.jpg\" \/>\n\n\t\t\t\t\t<div class=\"ms-info\"><p style=\"text-align: center;\"><strong>Pablo Pi\u00f1era <\/strong><\/p><\/div>\n\n\n\t<div class=\"ms-thumb\" ><div class=\"ms-tab-context\"><div class=\"&quot;ms-tab-context&quot;\"><\/div><\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div  class=\"ms-slide\" data-delay=\"3\" data-fill-mode=\"fit\"  >\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/tvmasmagazine.com\/wp-content\/plugins\/master-slider\/public\/assets\/css\/blank.gif\" alt=\"\" title=\"\" data-src=\"https:\/\/tvmasmagazine.com\/wp-content\/uploads\/2026\/06\/PABLO-AVILA-CHILE-0-OK.webp\" \/>\n\n\t\t\t\t\t<div class=\"ms-info\"><p style=\"text-align: center;\"><strong>Pablo Avila<\/strong><\/p><\/div>\n\n\n\t<div class=\"ms-thumb\" ><div class=\"ms-tab-context\"><div class=\"&quot;ms-tab-context&quot;\"><\/div><\/div>\n<\/div>\n\t\t\t\t<\/div>\n\n\t\t\t<\/div>\n\t\t\t<!-- END MasterSlider Main -->\n\n\t\t\t \n\t\t<\/div>\n\t\t<!-- END MasterSlider -->\n\n\t\t<script>\n\t\t(function ( $ ) {\n\t\t\t\"use strict\";\n\n\t\t\t$(function () {\n\t\t\t\tvar masterslider_3e9d = new MasterSlider();\n\n\t\t\t\t\/\/ slider controls\n\t\t\t\tmasterslider_3e9d.control('arrows'     ,{ autohide:false, overVideo:true  });\n\t\t\t\tmasterslider_3e9d.control('slideinfo'  ,{ autohide:false, overVideo:true, dir:'h', align:'bottom',inset:false , margin:10   });\n\t\t\t\t\/\/ slider setup\n\t\t\t\tmasterslider_3e9d.setup(\"MS6a3f48eb13e9d\", {\n\t\t\t\t\t\twidth           : 800,\n\t\t\t\t\t\theight          : 480,\n\t\t\t\t\t\tminHeight       : 0,\n\t\t\t\t\t\tspace           : 0,\n\t\t\t\t\t\tstart           : 1,\n\t\t\t\t\t\tgrabCursor      : true,\n\t\t\t\t\t\tswipe           : true,\n\t\t\t\t\t\tmouse           : true,\n\t\t\t\t\t\tlayout          : \"boxed\",\n\t\t\t\t\t\twheel           : false,\n\t\t\t\t\t\tautoplay        : false,\n\t\t\t\t\t\tinstantStartLayers:false,\n\t\t\t\t\t\tloop            : false,\n\t\t\t\t\t\tshuffle         : false,\n\t\t\t\t\t\tpreload         : 0,\n\t\t\t\t\t\theightLimit     : true,\n\t\t\t\t\t\tautoHeight      : false,\n\t\t\t\t\t\tsmoothHeight    : true,\n\t\t\t\t\t\tendPause        : false,\n\t\t\t\t\t\toverPause       : true,\n\t\t\t\t\t\tfillMode        : \"fill\",\n\t\t\t\t\t\tcenterControls  : true,\n\t\t\t\t\t\tstartOnAppear   : false,\n\t\t\t\t\t\tlayersMode      : \"center\",\n\t\t\t\t\t\thideLayers      : false,\n\t\t\t\t\t\tfullscreenMargin: 0,\n\t\t\t\t\t\tspeed           : 20,\n\t\t\t\t\t\tdir             : \"h\",\n\t\t\t\t\t\tparallaxMode    : 'swipe',\n\t\t\t\t\t\tview            : \"basic\"\n\t\t\t\t});\n\n\t\t\t\t\n\t\t\t\twindow.masterslider_instances = window.masterslider_instances || [];\n\t\t\t\twindow.masterslider_instances.push( masterslider_3e9d );\n\t\t\t });\n\n\t\t})(jQuery);\n\t\t<\/script>\n\n\n<p><b>IN CONTEXT. <\/b><b><span style=\"color: #000000;\">TV<\/span><span style=\"color: #ff0000;\">MAS <\/span><\/b><strong>analyzes the situation via <\/strong><span style=\"color: #ff0000;\"><b>THE REARVIEW MIRROR<\/b><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Amidst a crisis, Canal 13 removed <\/span><b>Alexis Zamora<\/b><span style=\"font-weight: 400;\"> last September (2025) and appointed <\/span><b>Pamela D\u00edaz Sanhueza<\/b><span style=\"font-weight: 400;\">, previously the producer of a successful program as the channel&#8217;s Director of Programming and Content. This followed the departure of <\/span><b>Patricio G\u00f3ngora<\/b><span style=\"font-weight: 400;\"> as the channel&#8217;s director. Canal 13 announced further changes via a press release moves prompted by a drop in viewership. These strategies involving executive replacements and reshuffles failed to yield results. The channel is now expected to focus on producing original content capable of capturing local audiences while circulating in international markets; this would generate revenue and promote Chile as a nation capable of producing, co-producing, and competing across all continents. This is a feat previously achieved by the public broadcaster <\/span><b>TVN (Channel 7)<\/b><span style=\"font-weight: 400;\"> under the executive leadership of <\/span><b>Pablo Pi\u00f1era<\/b><span style=\"font-weight: 400;\"> (who led Televisi\u00f3n Nacional de Chile from 2001 to 2004, succeeding his personal friend Ren\u00e9 Cort\u00e1zar).<\/span><\/p>\n<p><b>The nighttime drama slot was launched by Vicente Sabatini<\/b><span style=\"font-weight: 400;\"> with \u2018\u00cddolos\u2019, which premiered on October 25, 2004. This telenovela paved the way for diversification, enabling the broadcast of content that stood in stark contrast to the traditional international telenovelas typically purchased for the afternoon schedule. The daytime drama slot was launched by producer <\/span><b>Pablo \u00c1vila<\/b><span style=\"font-weight: 400;\"> with \u201816\u2019 premiering on June 9, 2003 the first telenovela to occupy a new time slot specifically targeting a youth audience. Due to its success, a sequel titled \u201817\u2019 was produced that same year and premiered on January 3, 2005.<\/span><\/p>\n<p><b>The daytime drama slot by Mar\u00eda Eugenia Rencoret <\/b><span style=\"font-weight: 400;\">with \u2018Esperanza\u2019, which premiered on August 29, 2011. It was the first domestic production created by the channel for the 3:00 PM time slot, a period that had previously been filled exclusively by international telenovelas. <\/span><b>Pablo Pi\u00f1era<\/b><span style=\"font-weight: 400;\"> gave it a massive boost and launched the production of telenovelas, bringing in a talented group of producers, creatives, and writers. They captured the nation&#8217;s attention stirring emotions, excitement, and conversation while transcending borders and propelling the careers of countless talents, artists, creatives, writers, and producers.<\/span><\/p>\n<p style=\"text-align: center; font-size: 11px;\">Advertising<a href=\"https:\/\/www.mipcancun.com\/?utm_source=tvmas&amp;utm_medium=banner_web&amp;utm_campaign=mip_cancun_2026_std\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-69707 size-full\" src=\"https:\/\/tvmasmagazine.com\/wp-content\/uploads\/2026\/02\/345-\u00d7-100_2026mipcancun.jpg\" alt=\"\" width=\"345\" height=\"100\" srcset=\"https:\/\/tvmasmagazine.com\/wp-content\/uploads\/2026\/02\/345-\u00d7-100_2026mipcancun.jpg 345w, https:\/\/tvmasmagazine.com\/wp-content\/uploads\/2026\/02\/345-\u00d7-100_2026mipcancun-150x43.jpg 150w\" sizes=\"auto, (max-width: 345px) 100vw, 345px\" \/><\/a><\/p>\n<p style=\"text-align: center; font-size: 11px;\">Advertising<a href=\"https:\/\/dicm.ae\/registration\/?utm_source=newsletter&amp;utm_medium=banner&amp;utm_campaign=TVMas\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-69779 size-medium\" src=\"https:\/\/tvmasmagazine.com\/wp-content\/uploads\/2026\/02\/560-x-150-1-350x94.png\" alt=\"\" width=\"350\" height=\"94\" srcset=\"https:\/\/tvmasmagazine.com\/wp-content\/uploads\/2026\/02\/560-x-150-1-350x94.png 350w, https:\/\/tvmasmagazine.com\/wp-content\/uploads\/2026\/02\/560-x-150-1-150x40.png 150w, https:\/\/tvmasmagazine.com\/wp-content\/uploads\/2026\/02\/560-x-150-1.png 561w\" sizes=\"auto, (max-width: 350px) 100vw, 350px\" \/><\/a><\/p>\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Appointments | Strategies | Business | Entertainment Pamela D\u00edaz, Director of Content and Programming, is leaving; journalist Pablo Morales Ahumada <a class=\"more-link\" href=\"https:\/\/tvmasmagazine.com\/en\/2026\/06\/25\/atencion-giro-estrategico-en-chile-canal-13-nombra-nuevo-director-de-contenidos-y-programacion\/\">&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":70308,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[80,256,73,17,79,47],"tags":[],"class_list":["post-70304","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ott","category-series","category-telenovelas-series","category-television","category-tv-abierta","category-tv-de-pagp"],"_links":{"self":[{"href":"https:\/\/tvmasmagazine.com\/en\/wp-json\/wp\/v2\/posts\/70304","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tvmasmagazine.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/tvmasmagazine.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/tvmasmagazine.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/tvmasmagazine.com\/en\/wp-json\/wp\/v2\/comments?post=70304"}],"version-history":[{"count":4,"href":"https:\/\/tvmasmagazine.com\/en\/wp-json\/wp\/v2\/posts\/70304\/revisions"}],"predecessor-version":[{"id":70312,"href":"https:\/\/tvmasmagazine.com\/en\/wp-json\/wp\/v2\/posts\/70304\/revisions\/70312"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/tvmasmagazine.com\/en\/wp-json\/wp\/v2\/media\/70308"}],"wp:attachment":[{"href":"https:\/\/tvmasmagazine.com\/en\/wp-json\/wp\/v2\/media?parent=70304"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/tvmasmagazine.com\/en\/wp-json\/wp\/v2\/categories?post=70304"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/tvmasmagazine.com\/en\/wp-json\/wp\/v2\/tags?post=70304"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}