The telenovela boom in Europe is holding, but it appears that North American telenovelas are replacing Latin American ones. Focus on this phenomenon with NOTA.

NOTA (New on The Air) is the continuous tracking and monitoring service for new TV shows worldwide. NOTA tracks absolutely all new programs in the Fiction, Entertainment and Factual genres. Over the last few months, NOTA observed that the telenovela boom in Europe is holding, but it appears that North American telenovelas are replacing Latin American ones. Indeed, during the first four months of 2006, nine telenovelas were launched in the countries covered by NOTA. Among these titles, six were produced in Latin America. The Mexican Rubi was the first telenovela to hit the French screens in April 2006. It achieved modest results in comparison to the channel’s performance with an average share of 13,4% among 18-49 housewives, despite a good start with a 24.1% share.

Spain‘s broadcasters were very prolific adopters of Latin American telenovelas: Cuatro launched the Argentinean Rebelde Way, TVE1 unveiled the Colombian La Tormenta and the Argentinean Floricienta, while Tele 5 preferred to play with comedy and the Argentinean Amor en Custodia.

Telenovelas adaptations Apart from the Latin American telenovela, European broadcasters put their money on adaptations or local productions.

The Dutch channel Talpa successfully launched in February 2006 its own version of the Colombian hit Yo Soy Betty La Fea, while ZDF launched the local A life for Love and Pro 7 Lotta in Love. In 2007, it has all changed. Thirteen telenovelas have been launched over the same four-month period, that is to say an increase of more than 44%. Almost 70% of these telenovelas are US productions. Two main titles have been exported: Ugly Betty and Fashion House.

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Alexandre CALLAY - acallay@eurodatatv.com