“MULTIPLATINO BETS ON THE POTENTIAL OF THE JIM HENSON COMPANY”

SEBASTIÁN LAMI DOZO, CEO OF MULTIPLATINO, ANALYZES

THE OPPORTUNITIES THAT OPEN UP WITH THE NEW REPRESENTATION OF THE JIM HENSON COMPANY IN LATIN AMERICA WHILE EXPLAINING HOW IT NOURISHES ITS CATALOG WITH CONSOLIDATED PRODUCTS AND UNIQUE CONTENT.

 Sebastián Lami Dozo

Since 2022, Multiplatino represents The Jim Henson Company in Latin America. After attending Mipcom and MipCancun, Señal News spoke with Multiplatino’s CEO, Sebastián Lami Dozo, who evaluated the strength of The Jim Henson brand and its contribution to the kids’ content industry, with educational content that goes beyond pure entertainment. The executive also analyzed the dynamics that the industry experiences and the opportunities to explore new windows.

What potential does The Jim Henson Company catalog have in Latin America?

“The first thing I want to point out is that we are delighted to represent The Jim Henson Company in the region because it is a renowned company that has left its mark on many of the channels in which it has been, with brands closely associated with kids’ and educational content that is available for all windows. The potential, as always, will depend on the windows because the market has moved a lot. Currently, there are opportunities to explore both on large and local platforms and on pay TV, although we will have to evaluate how the mergers taking place in the industry evolve. We will also be alert to the possibilities on free TV, where channels continue to bet on preschool and educational content. They know perfectly well that The Jim Henson brand fits well with its audiences, where parents and children consume it because the content is fully curated. Also, the shows are already available in Spanish and Portuguese, although we can optionally develop them in English.”

What feedback did you get from the first markets you attended in 2022?

“So far, the response from the market has been excellent. Everyone recognizes that it is a powerful brand that has marked generations with essential shows for those who wish to bring content that goes beyond entertainment.”

How do you manage the sales of each show in Latin America?

“Shows programs that are brands themselves, such as ‘Dinotrain,’ ‘Sid the Scientist Boy,’ or ‘Doozers’ are super consolidated. There are also titles, such as ‘Word Party,’ made in co-production with Netflix, dedicated to language learning for girls and boys from 1 to 3 years old. We have well-known products, and others we know will find their place. Consequently, we will plan each of them, alternating the titles that will lead our portfolio according to each market.”

Does The Jim Henson Company’s catalog circle only around preschool content?

“Not necessarily. It also offers series for a slightly larger target, which is interesting because many free TV channels do not need just preschool content. Either because it is not their focus or because they already have others shows for that target. A series like ‘Dot,’ in which a girl with a great personality solves everyday problems, is a product that applies to that strategy.”

What programming needs do you observe in terms of stories and characters?

“During Mipcom and MipCancun, nobody asked me for specific stories or characters. Brands have so much power that potential buyers come for what they already know. These are consolidated products that are already a part of the daily life of the audiences. Although there is a concern that educational channels are disappearing, that will give new opportunities to other windows.”

By Diego Alfagemez

 Francesco Manfio