Alberto Santini in exclusive for TVMAS

The general director of Azteca 13 and Azteca Novelas in Mexico responded to changes in programming, telenovelas, ratings, new alliances and the return of Elisa Salinas as head of Azteca Novelas.

"Television is about changes and today with the internet and multiple offers, we must compete with quality products to satisfy the needs of the audience", stressed the executive.

"This year in Azteca we will have an average of 7 productions on the air, always looking at quality for the audience. We are evaluating two co productions and we are preparing a new project with TV Globo. We seek to internationalize our stories, to reach more markets. Now we are recording in Colombia the serie A corazón abierto, and in a few weeks, the telenovela Emperatriz, to be presented this week at the Cannes festival. Azteca continues to grow, and that makes us in a search of interesting projects and proposals", added the also executive programming VP, production and marketing of Azteca America, in the United States.
　
He confirmed the return of Elisa Salinas to the production and executive area of telenovelas. It is known that her arrival is to restructure the contents and the quality of its telenovelas, which have failed to excel their levels with the audience. Notably the highest rating recorded registered by the star telenovela is an 11 point rating, unlike Televisa, which with its telenovela in the same time slot, registers more than 20 points, to which he responded:

"When we start a novela we do it with the confidence that it will be a success, but in the end, the public is who decides. It is all circumstantial. The competition and many other factors influence in this. In D.F and the metropolitan area, like in Guadalajara, we are very strong but we need to strengthen in all the interior of the Republic, which is where we are weak. There are other territories of the country where the ratings favor us, even above Televisa", finalized Santini.

TV Azteca changed its image and reduced its name to Azteca, with the purpose of beginning a new phase in which they are more than television, since they reach the public through different electronic media, Internet, print and the social networks.