The General Manager of Tondero Distribución shares the most important achievements of the company, which in 2018 celebrates its tenth anniversary. It also advances the new challenges for the next decade and analyzes the audiovisual present in Latin America.
Tondero was founded in 2008 as a film producer and distributor in Peru.
Over time the company began to acquire rights to international shows and films, to become one of the largest distributors of content in Peru. In 2012 Tondero was established in the global market as Tondero Producciones and Tondero Distribución.
Ten years after its formation,Cecilia Gómez de la Torre, General Manager of Tondero Distribución, reflected on the achievements and new challenges proposed by the firm for the next decade, in an exclusive conversation with Señal Internacional.
The executive said that Tondero has expansion plans and is looking to capture more possibilities in the market. She expressed that the company will begin an internationalization process. “We are about to open our management in other countries and a great opportunity for growth opens up,” she said. In relation to the new business models she is exploring, Gómez de la Torre explained: For the purposes of the original series, we are thinking of co-production models. It is important to work with many countries and that the product is of value to all the territories involved.” Regarding the original production, we have projects that we take care of 100%, but we also have others in which we continue to vet with strategic alliances to have a greater possibility of financing through participation in international funds.
With a view to the upcoming conferences and international markets of MIPCOM and MIPCancún, the executive mentioned that, with the participation of Peru as a brand in Mipcom 2017 for the first time, the country “began to be recognized in the world”. In relation to their expectations for these events, she said: “I hope that the Peruvian government will renew its support with Peruvian companies, like Tondero is going to renew our presence in these markets, but it is important as a nation to be present as this benefits all local companies”. From a sales perspective, Gómez de la Torre analyzed that Mipcom is a meeting point with international companies where she closed interesting agreements with European and Asian countries in recent years.“MIPCancún is a smaller market since it brings together the Latin American market, but it is a good platform to stay connected. These fairs allow us to be in all parts of the business, production, distribution and co-production, ” she added.
Finally, she spoke about the international distribution scene and the new challenges presented by an increasingly competitive market, given the multiplicity of consumer platforms and the immediacy of this consumption. “In Tondero we have already started on the theme of original series corporations with strategic partners from other countries, such as Argentina and Spain, to face this revolution in the market and increase the quality of our products. The distances from country to country are being shortened by the emergence of VOD platforms, streaming, and online content. One would think that the business of TV and movies are dying. But actually, I believe that open TV, at least in Peru, continues to be one of the platforms that generates more results at the level of publicity actions”. The director considers that the competition is healthy since a large number of destinations generate a range of opportunities for producers.