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Keshet Intl opens new subsidiary in Mexico
MUMBAI: Ramping up its production capabilities for Latin America and US Hispanic markets, Keshet International (KI) has launched a new subsidiary in Mexico City called Keshet MX.
Keshet MX is actively hiring for its development and business affairs divisions and will announce new production deals in the coming months. The new production company enables building on existing development and production deals by adding new partnerships with broadcasters, networks and brands, as well as integrating local talent and introducing more of KI’s brands of programming across the region.
The Keshet MX location has been chosen for its central position between the English-speaking and Spanish-speaking Americas and will produce across the region from the US Hispanic market to Colombia. It will also offer development and consulting services throughout the Latin American region.
KI head of Latin America, Kelly Wright will direct the new division. She will report to KI COO and president of distribution, Keren Shahar. Latin America head of development and production Frank Scheuermann will lead the team on the ground.
Talking about the launch, Wright stated, “Last year was a momentous year for us in Latin America; launching a production company in Mexico City is a natural next step. Mexico is an incredibly mature, open and creative market, providing fertile ground for new content and talent to grow. There will always be a place for great telenovelas and primetime entertainment, and alongside it there is also a growing appetite for more digital content and programming with international flavour, for which we are renowned. The idea is to offer these solutions in an organic fashion, together with local partners, to create the best fit for the market.”
Scheuermann, who joined KI last spring, has been tasked with developing original IP and ideas for promising new formats, identifying titles from KI’s ever-growing catalogue to adapt for Latin American audiences and nurture new and existing relationships with local buyers, sponsorship partners and talent.
Scheuermann said, “In establishing Keshet MX, we are offering an open door to local talent, producers, broadcasters and brands alike to take advantage of our global expertise and work with us to produce fresh and high quality original content.”
Having sold close to 1,000 hours of content across the region, Latin America is a major market for KI. It has seen several successful adaptations of its formats on air, including several versions of the talent format ‘Rising Star’ and the game show format ‘Boom!’.
KI has an output deal with the leading broadcaster Televisa in Mexico for four of its scripted formats. The first, Loaded, is already in production and another is soon to be announced. It also has a non-scripted co-development agreement with Telefe in Argentina, a scripted co-development agreement with Telemundo—the No. 1 Spanish-language television network in the US, and is soon to announce a similar venture with another major South American broadcaster.
KI also recently partnered South America’s largest retailer Grupo Éxito to produce a series of live shorts of its interactive multi-platform game ‘Touch’, which aired on Colombia’s leading channel Caracol.