 LATAM | NETWORKS |
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| Ve Plus TV, Venevision Continental's New Brand |
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The company's networks Novelísima and Venevision Plus Dominicana were renamed Ve Plus TV. Its GM, Cosme López, explained to ttv the reason behind the change.
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With four different channels, all with distinct names, Venevision Continental decided to create a new brand called Ve Plus TV to unify its networks.
Out of the four networks, two have already been rebranded: Novelísima and Venevision Plus Dominicana are now Ve Plus TV. Venevisión Plus Venezuela and Vmas TV Colombia, for now, will keep their original names, though a change is in the horizon.
"The reason behind the networks' new brand is we analyzed our audience and found ratings scored by talk shows and variety shows are sometimes as high as telenovelas'. That's why we believe our networks are much more than just telenovelas," said Venevision Continental's GM, Cosme López, to ttv.
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"Nowadays, the genres' popularity makes the network be 100% about entertainment. When you have a network called Novelísima, everyone thinks it's all bout telenovelas, and this network is so much more than that, even if telenovelas are a very strong genre," he said.
According to the executive, the goal was to launch a brand to include and represent entertainment 100% latin and multi-genre. "We are building business that not only generate cash flow, sort of speak, but also building brand value and adding it to make a stronger brand," he said.
The change is not complete as of this moment, since Venevision Plus Venezuela and Vmas TV Colombia have not made the transition yet. As far as the first one goes, the reason was the fact that there's a strong broadcast TV network in the same territory which strengthens the brand. And as for the latter, the network was launched less than a year ago and it was determined it was still too early to change its name.
"Most likely we'll change the name once the brand grows. All our networks will end up under the Ve Plus TV brand. Some sooner, some later. The next ones will be launched directly under that brand," he said.
In regard to the company's expansion plans, the executive explained the idea is to continue moving forward "one territory at a time" since Venevision Continental's model is strongly based on ad sales, for which its necessary to have good ratings.
"This is our main goal this year: to have our Colombian network be one of the highest rated. By the way, in its main target (women - 25), is one of the top five networks in the country. Not counting broadcast networks, we are number two. This is our new focus: to position our network in Colombia and continue distributing it in the region, attending all tradeshows and checking on our affiliates," he concluded.
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