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 Entertainment | August 2005 
U.S. TV Shows Become 'Cult Classics' In Mexico
 Nelly Acosta Vázquez - El Universal
Walk into the video section of any entertainment or book store in Mexico and you are bound to see shelves jam-packed with U.S. television series like "Seinfeld," "Friends," "X-Files" and "24."
Perhaps it's the result of effective marketing campaigns, or maybe it's the cultural closeness to the United States. Then again, it might just be a simple side effect of the overall boom of DVD sales here. But whatever the reason, the fact is that U.S. television series in box-set form are immensely popular in Mexico.
"There's no doubt that these (U.S. TV series box sets) have had a large impact" on the Mexican market, said Carlos Martínez, vice president of Fox Latin American Channels. "And the proof of that is demonstrated by the fact that some have gone on to become 'cult series' among Mexican audiences."
A "cult series" grabs people and doesn't let them go, says Martínez. Viewers identify with the characters and situations so deeply that a show exerts a profound influence on their lives.
Martínez compares the phenomena to "Star Wars," where not only were the original films popular, but associated products, such as t-shirts, masks, toys and trading cards, also sold beyond expectations. In addition, people formed clubs to talk about the movies, and even organized large-scale conventions for fellow fans.
One difference between U.S.made movies and TV shows in this country, however, is that films like "Star Wars," shown in movie theaters nationwide, are accessible to nearly all Mexicans. U.S.-produced television series are viewable on pay TV (cable or satellite), which is seen in only 6 million homes here.
So how does a U.S. television series become a cult classic and a massive seller in DVD form when it is accessible to such a limited audience? Martínez offers a couple of answers.
First off, there is the content of the program. If the theme is a good one, the characters are compelling, the story lines are imaginative, and if the dubbing or subtitles are done well, then the show can be a hit here.
"Content is king," says Martínez.
Another secret to success is the art of choosing the best time and day for the program. And the marketing of the show to the proper audience is a key as well.
But there is also often an element of the "inexplicable" when it comes to the sudden popularity of a U.S.-made program in Mexico.
One of the most popular of all U.S. television shows here, and now available in box-set form as well, is the critically acclaimed 20th Centruy Fox series "24," starring Kiefer Sutherland. A quick Google search shows that there are at least 13 fan clubs in Mexico dedicated to the show, and another 15 discussion forums where fans talk about each new episode.
"With '24,' its popularity is due to its original format of being told in real time," says Martínez. "Also, when it started being shown here, it was on Monday nights, when most shows start out on Thursday or Friday."
Furthermore, he says the show gives viewers a certain "adrenaline rush" that they get hooked on.
And if there was still any doubt of the show's popularity, says Martínez, it is the first television series to have been sold in pirated form on a wide scale here. In addition, it will be the first series released in Mexico in a new format viewable on cellular telephones.
Martínez says that a handful of Fox's other television shows have experienced a similar elevation to cult status in Mexico, namely "X-Files," "The Simpsons," and "Ally McBeal." And he expects the plastic surgery-themed show "Nip/Tuck," a recent hit in the United States, to soon reach that level as well. |
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