Optimising integrated campaigns in Asia Pacific

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Televisa has the potential to reach a market of more than 2 billion people

A good case of success in China with one of the leaders TV Groups of Lamat; a well known brand, Televisa. Nowadays, this Mexican company is one of the world´s largest creator of Spanish-language content, and has made further inroads into the growing Chinese market.

Televisa's first foray into China was the local version of "Ugly Betty" (Chou Nv Wu Di).  In that case, the web sold rights to the script to one of the country's largest broadcasters, Hunan TV. Televisa also brought in advertisers for a split and served as consultant and script supervisor on the project.

The debut episode was watched by 73 million viewers. The show is sponsored by Unilever's Dove brand, which is woven into the plot as Wudi works on a Dove advertising campaign. The show has also been used as a way to launch Dove's Campaign for Real Beauty in China.

Four seasons of Chounu Wudi have been aired in China. The 4th season started on 20 February 2010. It was named as the final season of Chounu Wudi. 

Ugly Betty in China (youtube.com)

  

With the second show, "Las tontas no van al cielo" (Dumb Girls Don't Go to Heaven), Televisa teamed with King Vision and sold the adaptation directly to China's largest entertainment concern, the Shanghai Media Group. Like Betty, the Mandarin-language version of Dumb Girls is not a single long-running drama series in the vein of the Mexican original, but is being envisioned as several seasons.

The third experience was Palabra de mujer (Shui Jie Nv Ren Xim), including in the 30 episodes advertising by product placement (Ex.: brands like Apple and Nissan).  Product placement plays a big part in Televisa's business plan in China.

At the end of the 2012, the China TV audience will enjoy the fourth Televisa project, in association with the producer company, Daye Transmedia. This version will include 30 chapters and the history will be adapted to the local reality, but keeping the base of the original serie.

With 4 succesful experience in China market, nowadays Televisa is one the most important players in this country.