Disney teams up with Argentine free-to-air TV channel to promote Star + original series

The Walt Disney Company reached an agreement with Canal 13, the Argentine open TV, to show the first two chapters of Terapia Alternativa, the original OTT Star + series, to the entire local public. On December 13 and 14, viewers of the channel were able to enjoy a preview of the program starring Eugenia “La China” Suárez, Carla Peterson and Benjamín Vicuña, while the rest of the episodes will continue exclusively on the platform.

Once again, Star + reinforces its strategy to gain new subscribers in Latin America, a region in which, since its launch, it has not been able to obtain the expected figures. Last September, Bob Chapek, CEO of Disney, announced that the OTT had registered much slower growth than expected for Latin American countries. Since then, the platform has sought to partner with local operators and broadcasters to offer promotions, free windows and previews to seduce potential new subscribers.

Another of the tactics that Disney’s streaming service followed in Argentina was to look for an opportunity in a popular local scandal that transcended internationally, and even involved other OTTs. The episode of infidelity between the soccer player Mauro Icardi, Wanda Nara’s partner, with the actress La China Suárez, ended up generating two exclusive specials for streaming. First, Paramount Plus launched an interview conducted by the Argentine presenter Susana Giménez, with the model, the PSG player and his family, which also had a preview on the local open TV channel Telefe. Meanwhile, Star + premiered its own special, by journalist Alejandro Fantino, who was alone with the leading actress of Terapia Alternativa, to talk about the scandal.

Now, Star+ followed the strategy that Amazon Prime Video took in the same region with the premiere of Sueño Bendito, its original series based on the life of local idol Diego Armando Maradona. On the same day of its launch, the first chapter of the fiction was broadcast through Canal 9, the Argentine open TV channel with which Amazon’s OTT once again reached an agreement for other premieres, such as Supernova.