As more and more streamers expand their content offerings to non-English programming, it’s been announced that Jamie Camil, actor and telenovela star, has signed an exclusive first-look deal with Viacom International Studios to develop content for Paramount+. Entertainment attorney Brandon Blake of Blake & Wang P.A unpacks the news for us.
Majoritive Spanish Language
The new deal will cover both Spanish-language and majority Spanish-language productions, from creation through development and production, for the streamer. He is likely well placed to do so, too, with a track record and familiar face in English-language programming domestically as well as his work in Spanish-focused content.
Having said that, of course, he’s best known for his acting, but the Mexican native has managed a successful crossover career nevertheless. While English speakers will likely recognize him from Jane the Virgin, he’s also been involved with Apple TV's Schmigadoon!and the film Kimi. He also voiced characters for The Secret Life of Pets.
Move into Production
Working behind the camera will be a new move for him, however. He’s on record as being interested in the production arm of the business, likely the driver behind the new deal. The key drawcard for Paramount+, on the other hand, is something we can call the Squid Game effect. The idea is to generate content that’s both compelling for Spanish speakers, as well as to draw in others willing to watch in dub or with subtitles for the sake of compelling, fresh storytelling and themes that resonate outside the originating culture.
It’s an arena we’re likely to see mined quite heavily over the next few years across all streamers in the search for both the next breakout hit and new ground to draw in subscribers. While the boldest moves have come from South Korean programming to date, a Spanish language offering makes sense for domestic release with so many native and near-native speakers present in the U.S.
While this is one of the first first-look deals we’ve seen for Spanish content on domestic streamers, it’s unlikely to be the last with that in mind. It will be fascinating to see how Camil shapes up behind the camera, and how the investment works out for Paramount+ overall.
