Abstract

MORALES MORANTE, Luis Fernando. Productive systems and positioning strategies of Colombian soap operas in Spain. anagramas rumbos sentidos comun. [online]. 2011, vol.9, n.18, pp.133-143. ISSN 1692-2522.

During the last years, Colombian soap operas have been introduced with several formulas in the Spanish television grid, reducing in some seasons that space controlled by traditional Latin American soap opera export groups. This research analyzes and compares economic factors and dominant narrative traits explaining soap operas positioning in the Iberian country from 2005 to 2009. Three important elements should be noticed: a diversified supply of securities in this country at very competitive prices; expansion of new markets and search for new formulas through multinational co-productions; and a reformulation o the audiovisual rhetoric adapted to a wider international market without losing the traditional essence as a melodrama narration.

Keywords : Colombian soap operas; melodrama; cultural industries.

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