THE WORLD Madrid

Madrid

Updated Tuesday, March 26, 2024-12:29

Changes at the top of

Amazon Prime Video

. The

streaming

giant has decided to dispense with

Koro Castellano

as director of the platform in Spain following the latest movements of this entertainment service in our country, where

Operación Triunfo

has been one of the main pillars of its catalog.

The commitment to this format, which is the first entertainment program to be broadcast live on a pay platform and which has been renewed for a new season despite the

uncertainties about its profitability and the audience it has garnered

, is one of the key factors behind his dismissal, according to

elEconomista.es

. However, Amazon would also have taken into account other decisions made by the former director that would conflict with the interests of the parent company.

The platform, which has chosen not to comment on the matter, is expected to carry out a restructuring of its management in Spain in the coming days.

Ricardo Cabornero

, current Prime Video Content Director for Spain and Portugal, emerges as one of the strong candidates to fill Castellano's position. There is even speculation about the possibility that Cabornero could assume additional responsibilities compared to those that Castellano had. The team in Spain also has

María José Rodríguez

, in charge of original content, and

Óscar Prol

, responsible for non-fiction programs.

Castellano was appointed director of Prime Video in Spain in 2021, although she already had

a ten-year career at Amazon

, working in different areas where she held the position of director of

BuyVip

and head of diversity and inclusion and in charge of

Kindle

. Before joining the American technology multinational, Castellano was in charge of

Tuenti

and was the head of the

EL MUNDO

website , among other media.

Castellano's departure comes at a time when the platform is modifying its strategy. Recently, Amazon Prime Video informed its users by email that, starting next April 9,

it will introduce "limited advertising"

in all content available on the platform, just as

Netflix

has already done .

However, this modality has a peculiarity compared to other services: ads on Prime Video

will appear randomly

while a movie or series is being viewed, instead of skipping to the beginning of the content or during predetermined ad breaks.

According to an official statement from Amazon, this change will "allow them to continue

investing in attractive content,

and continue increasing that investment in the long term and thus maintain the quality and quantity of the content." They also specify that the goal is to have "many fewer ads than linear television and other

streaming

services ."