Azteca America, a wholly owned subsidiary of Mexican broadcaster TV Azteca, one of the two largest producers of Spanish-language content in the world, kicked off the New York leg of its 2016-17 Upfront tour today with new programs and a new advertising production arm. Azteca America executives President and CEO Manuel Abud and EVP Network Sales and Digital Craig Geller unveiled new plans to advertisers at the Gramercy Hotel. The network, which ended 2015 with 41 percent growth among adults 18-49 and 44 percent growth among adults 18-34 in primetime, is showcasing its new programming in Los Angeles, Chicago and Dallas as well.
The network also unveiled the creation of Azteca GlassWorks Studio, an in-house digital content provider, and announced it is incorporating Real-Time Participatory Media (RPM) technology into its programming to create a high-level of engagement between viewers and shows.
On the heels of a successful debut year, La Hora Ganadora (The Winning Hour) returns to the 7 PM hour, with a 60-minute block of interactive family programming. New Ahora Caigo is a crossword-style game show where a single contestant tries to beat 10 other individuals for a chance to win a grand prize. Viewers watch as they try to solve the puzzle and beat the 20-second clock.
In the 8 PM hour, reality show Desafío pits players against each other while battling forces of nature in places such as Morocco and India. Using a system of progressive elimination, contestants compete for cash and other prizes.
At 10 PM, drama Rabia follows an outbreak of rabies sweeping the country, causing mass chaos. To avoid the spread of infection, the government quarantines the sick to detention centers, but a group manages to escape and hide in an abandoned shelter. The project is filmed between Madrid and Malaga.