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| Violetta: Multi-Platform, Multi-Cultural |
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Cecilia Mendoça, GM at Disney Channels Latin America, spoke to ttv about the co-production between its first co-production with Disney Channel EMEA.
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Close to a year ago, Disney Channel Latin America announced cameras started rolling to shoot Violetta, an original co-production with Disney Channels Europe, Middel East and Africa (EMEA), aimed at Latin American tweens. The project is now done: the first episode of the series -which combines drama, comedy and romance- will make its debut on May 14 at 6:00 PM on Disney Channel.
In her interview with ttv, Cecilia Mendoça, GM at Disney Channels Latin America, spoke about the project which, in addition to being a co-production between Disney Channels' divisions in different continents, it stands out for having an international cast and a multi-cultural theme.
Violetta tells the story of a girl who lived in Europe for several years and comes back to her home-town of Buenos Aires. "Violetta features artists from different countries in Latin America -including Brazil- and Europe, whose characters speak with their own lingos and have their own customs," she said.
In addition, the series is produced for several platforms, including a website (Disneylatino.com/disneychannel) which will have information about the series, videos, bloopers and backstage footage; as well as content featured on social networks such as Facebook and Twitter. Violetta has a strong musical component and its soundtrack will be available for sale in Latin America.
According to Mendonça, the co-production is part of Disney's strategy in the region: "We are making a strong investment in producing content under the Disney brand in the region. With original scripts and themes that kids and teens in Latin America are interested in," she said.
"We've had an excellent response, which motivates us even more to showcase Latin American characteristics in our projects," she said, while stating she has high hopes for Violetta and there's already a good chance a second season will be produced as well.
The day it premieres in Latin America, Disney Channel will host a special press-conference at the Boris Club in Palermo Hollywood, Buenos Aires. Martina Stoessel (Violetta), Diego Ramos and Mirta Wons will all be present at the event, as well as other actors of this international series.
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