MEXICO CITY -- Telemundo rolls out its first co-production with Sony Pictures Television Intl. Feb 11: telenovela "Zorro: La espada y la rosa" (Zorro: The Sword and the Rose).Big-budget period piece, filmed in Colombia in high definition, is a co-production between SPTI and RTI Colombia, Telemundo's Colombian partner.
And the stakes are high for both.
"Zorro" marks Sony's first turn toward original productions in Latin America after producing remakes of sitcoms like "Married With Children."
NBC's Telemundo, meanwhile, needs to prove its increasing budget for original productions is translating into ratings gains against its dominant rival Univision. "We have brought together a company with a long track record in telenovela production and the Zorro brand to take the telenovela to the next level for the U.S. Hispanic and Latin American market," says Brendan Fitzgerald, SPTI veep of international production.
Telemundo hopes the adaptation of the Zorro legend in the telenovela format, set to air in the 9 p.m. slot, will drive primetime ratings after replacing the successful "Amor mio," a co-production between Argentina's Telefe and Mexican web Televisa.
"Zorro" will go head to head with Televisa-produced "Mundo de fieras," the third- highest ranked show among U.S. Hispanics.
SPTI is ramping up its Latin American productions and further Telemundo-Sony co-productions are in discussion.
"We are transitioning from mostly situation comedy remakes to almost exclusive quiver of original productions, and 'Zorro' marks this pivot point," Fitzgerald says.
Distribution arm Telemundo Intl. and SPTI are splitting international rights, with SPTI holding rights for Latin America.
The telenovela stars singer and thesp Christian Meier in the title role, while Televisa telenovela vet Marlene Favelaplays the heroine torn between the avenger of the poor and his landed alter ego.
Original script is by Humberto Olivieri, and the novela is directed by Mauricio Cruz and Agustin Restrepo. Patricio Wills, prexy of Telemundo Television Studios, is exec producing alongside Hugo Leon Ferrer.
"It has been great working with Sony, both in terms of production and marketing," says Alfredo Richard, Telemundo's veepee of corporate communications. "They also bring to the table other assets like music."
Namely, Beyonce, in her Spanish-language debut, cutting the title song with Mexican crooner Alejandro Fernandez.
Telemundo's telenovelas have been inching up in the ratings, but still remain far behind Univision, which depends on Mexican conglom Televisa for its primetime telenovelas.
Telemundo telenovelas have been drawing 15% to 20% shares of the U.S. Hispanic aud and Richard says the web is confident "Zorro" would push ratings growth forward.
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