Televisa has unveiled the new image and programming of Canal 2, now rebranded as “Las Estrellas”, leaving behind the traditional name El Canal de las Estrellas. The change is part of the restructuring process initiated by the Mexican media giant.
With this renewal, the company seeks to become a distribution platform. The goal is to keep its traditional audience but also attract the new generations.
According to José Bastón, Televisa President of Programming and Content, the transformation process began in 2008 and involved an internal restructuring under the supervision of external consultants, El Universal newspaper reported.
As part of the process, Bastón explained that new soap operas will show now heroines with more power. “In the studies we conducted we saw that woman should have much more power, stop being a victim and become a leader”.
Traditional soap operas will maintain their late-afternoon hours. The products for the prime time, meanwhile, will have stronger scenes and adult language.
The new programming includes in the prime time productions like “Tres Veces Ana” and “Mujeres de Negro”. It is also available the news program “10 en Punto”, the show “Esta noche con Arath” and the TV series “Yago”.