Javier Buendía joins the company to head Brand and Sponsorship relations
GRUP MEDIAPRO, a leading force in the European audiovisual sector, has launched Brands&Xperiences, a new business area established to further strengthen the company’s commercial operations. This new division will focus on servicing advertisers and brands, encompassing offerings such as perimeter advertising, sponsorships, advertising, social media, market research, as well as bespoke services like events and experiential exhibition design.
Javier Buendía joins the group to lead the commercial strategy for Brands&Xperiences. A seasoned media executive with more than three decades of experience spanning television, radio, print, and digital platforms, Buendía principally held key positions at Atresmedia (Sales Team Director) and Grupo Godó (Head of Commercial for Godó Strategies). Prior to this new role, he most recently served as Sales Team Lead for the successful programmatic advertising firm Oniad.
This move underscores GRUP MEDIAPRO’s commitment to anticipating Entertainment and Media market trends and supporting clients worldwide with forward-thinking, high-impact solutions.
The film claims the #1 spot in its first weekend and becomes the strongest Spanish-language debut in the past seven months
Aídamanía has officially taken over Spanish cinemas. Following its theatrical release on Friday, January 30, ‘Aída y Vuelta’ soared to the top of the box office, holding the #1 position since opening day, with more than 308,000 moviegoers and over €2.15 million in ticket sales.
With these results, the film, already lauded by critics and embraced by longtime fans and new audiences alike, now ranks as the biggest opening for a Spanish film rated 12+ in the last seven years, and the strongest theatrical debut for any Spanish film since last June.
Directed by Paco León, Aída y Vuelta is a production of Globomedia (THE MEDIAPRO STUDIO) and Telecinco Cinema, in association with Mediaset España, Mediterráneo Mediaset España Group, and Prime Video, where it will be available after its theatrical run. The film is being distributed in Spanish cinemas by Sony Pictures Entertainment Iberia.
Co-written by Paco León and Fer Pérez, the film reunites the beloved cast of the iconic series, including Carmen Machi, Paco León, Miren Ibarguren, Mariano Peña, Eduardo Casanova, Pepe Viyuela, Melani Olivares, Canco Rodríguez, Secun de la Rosa, David Castillo, Marisol Ayuso, Pepa Rus, Óscar Reyes, and Adrián Gordillo.
Blending fiction with metacinema, ‘Aída y Vuelta’ follows the behind-the-scenes chaos and comedy of filming a new episode of the legendary series. The film playfully explores the blurred lines between actors and their characters, both on and off camera, offering a sharp, funny, and heartfelt reflection on fame, comedy, and the limits of humor in today’s world.
The film’s international rollout begins this week, with premieres scheduled for February 6 in major U.S. cities including New York, Miami, Orlando, and Los Angeles, and February 5 in Puerto Rico, the Dominican Republic, and several Central American countries, including Costa Rica, Guatemala, El Salvador, and Panama, all through Wiesner Distribution.
The Mediapro Studio Distribution is handling the film’s international rights.
A full-scale renewal redefines the channel’s visual identity, content offering, and production model
Fox Sports Argentina, operated by Mediapro Argentina, kicks off a new chapter with a total brand refresh. The updated look signals a shift in tone, visual language, and editorial direction, moving beyond its traditional identity to embrace a more vibrant, digital-forward, and daring aesthetic.
The channel’s iconic logo has been reimagined across its three signals, leaving behind its classic blue box as part of a broader effort to tell sports stories in a way that resonates with today’s audiences. The new brand design was developed by Mediapro Motion.
Revamped programming slate
The programming schedule also reflects this new direction, building on Fox Sports’ existing 360° approach, integrating broadcast, social media, and audience interaction into a unified content experience.
From Monday to Friday, the channel will feature live programming from 1:00 PM to 9:00 PM, with weekly shows airing from 9:00 PM onward. Among the weekly highlights, including Telemétrico, focused on the world of Formula 1, Manos Arriba, covering all things volleyball and the ACLAV Cup, and Ojo al Caño, dedicated to women’s football.
Fox Sports will continue broadcasting top-tier international competitions, including the CONMEBOL Libertadores, UEFA Champions League, Formula 1, UFC, Liga ENDESA, and the EFL.
On-air talent includes Adrián Puente, Florencia Anderson, Andrés Agulla, Danny Miche, Hernán De Lorenzi, Miguel Osovi, Fernando Carlos, José Montesano, Hugo Conte, Osvaldo Principi, Mariano Almada, Romina Scalora, Alejandro Wall, Martu Baldi, and Yesica Palmetta.
To mark the 2026 FIFA World Cup and the 40th anniversary of Argentina’s legendary 1986 win in Mexico, Fox Sports is preparing a special production, an original take that honors the past while looking ahead to the national team’s next great challenge.
New virtual studios
Another major innovation: all original content will now be produced entirely in Mediapro Argentina’s new virtual studios in Palermo. This ambitious shift reflects both a technological and artistic evolution. The new sets, custom-designed for virtual environments using Unreal Engine technology, are spread across two studios of varying sizes to accommodate different broadcast production needs.
With this move, GRUP MEDIAPRO continues to lead innovation across the entire audiovisual value chain, delivering a unified aesthetic vision while exploring next-generation production models tailored to today’s industry demands.
Mediapro Argentina
GRUP MEDIAPRO has been active in Argentina for more than 20 years and has operated the Fox Sports channels since 2022. The company runs production hubs in San Isidro and Palermo, offering broadcast, post-production, and engineering services to clients across the local and regional markets.
Mediapro Argentina also manages a fleet of seven OB units and provides production and transmission services for sports, music, news, and award shows throughout Argentina and Latin America. A pioneer in original content creation, Mediapro, through Oficina Burman (THE MEDIAPRO STUDIO), develops series for television and top global streaming platforms. Clients include ESPN-Disney, VIACOM, Conmebol, Amazon Prime, and IMG.
The group took part in several panel discussions and produced the stage at the new Spark space dedicated to the creative industries
GRUP MEDIAPRO reinforced its position as a leader in virtual production at Integrated Systems Europe 2026 (ISE), the world’s leading audiovisual trade show, held in Barcelona from 3 to 6 February with the group maintaining a strong and active presence throughout the event, taking part in multiple initiatives focused on audiovisual innovation. Key highlights included participation in three panel discussions, hosting an international institutional visit at the group’s headquarters in Barcelona’s 22@ district, and the production of a major new area of the event: Spark, a space dedicated to the creative industries.
Throughout ISE, professionals from GRUP MEDIAPRO contributed to several round tables addressing developments in the audiovisual sector and emerging technologies, with particular emphasis on advances in virtual production.
Isaac Bergadà, Lead Manager of Virtual GRUP MEDIAPRO, participated in the sessions “Bridging Broadcast and Cinema: Virtual Production Across Industries” and “Film, Entertainment and Advertising: Virtual Production Across All Formats”, both organized by the Audiovisual Cluster of Catalonia. In parallel, Carlos Solana, Innovation & Technology Transfer Director at GRUP MEDIAPRO, took part in the session “Disruptive Trends and Opportunities in the AV Sector”, within a programme promoted by Barcelona Activa aimed at exploring the major transformations expected to shape the industry in the near future.
Coinciding with ISE, GRUP MEDIAPRO’s facilities hosted an institutional visit by professionals from 23 European public entities belonging to the Culture and Creativity sector group of the Enterprise Europe Network, as part of an initiative promoted by ACCIÓ. In addition, Mediapro Xperiences co-organized the official ISE Tech Tour, welcoming dozens of attendees to visit the Barça Immersive Tour facilities.
Furthermore, LVP was responsible for the production of the stage, broadcast and lighting at Spark, a newly created immersive area spanning more than 1,000 square meters. Conceived as a meeting point between creativity and technology, Spark brings together gaming, broadcast, design and live events in a unique immersive experience.
PHOTOS:
1 & 5: New Spark space - 2: Audiovisual Cluster of Catalonia panel, featuring Isaac Bergadà - 3: Barcelona Activa panel, featuring Carlos Solana - 4: ACCIÓ institutional visit
The debut feature from Spanish director María Martínez Bayona to be presented to buyers at the Berlin Film Festival
This week marks the unveiling of the first official image from ‘The End Of It’, the highly anticipated debut feature from Spanish writer-director María Martínez Bayona, a grounded science fiction film co-produced by THE MEDIAPRO STUDIO, now in post-production. The film will be introduced to international buyers at the Berlin International Film Festival by global sales agent Bankside Films.
The cast features a top-tier international lineup, including Rebecca Hall (‘Resurrection’, ‘Christine’), a BAFTA and Golden Globe nominee; Gael García Bernal (‘Mozart in the Jungle’, ‘Coco’), a Golden Globe winner; Noomi Rapace (‘Lamb’, ‘Prometheus’), also a BAFTA nominee; and Beanie Feldstein (‘Booksmart’, ‘Lady Bird’), a Golden Globe nominee. Rounding out the ensemble is David Verdaguer, one of Spain’s most celebrated actors and a Goya Award winner for ‘Jokes & Cigarettes’ and ‘Summer 1993’).
Shot on location in the Canary Islands, ‘The End Of It’ It envisions a near-future world where aging has been cured and death is no longer inevitable. As she approaches her 250th birthday, Claire (Rebecca Hall), once a provocative artist, decides she’s ready to die. Her choice sparks turmoil with her husband (Gael García Bernal), her daughter (Noomi Rapace), and her ever-present AI assistant (Beanie Feldstein), revealing the complex and often absurd dynamics of love, autonomy, and legacy. In reclaiming her voice as an artist through her decision, Claire is forced to confront what it truly means to die, to live, and the messy absurdity of it all.
‘The End Of It’ is produced by Emilie Jouffroy and Kamilla Kristiane Hodøl for Elation Pictures (The Damned), and Adrià Monés Murlans for Fasten Films (Inside the Yellow Cocoon Shell). It is co-produced by Dyveke Bjørkly Graver and Andrea Berentsen Ottmar of Eye Eye Pictures (Sentimental Values), and was developed with the support of BBC Film and iFeatures.
Executive producers include JC Acosta and Erika Kennair for THE MEDIAPRO STUDIO, Claudia Yusef and Alice Ojha for BBC Film, with Ford Corbet, Nathan Klingher, and Apur Parikh for Barreling Wave Pictures.
Bankside Films is handling worldwide sales, excluding Latin America, which will be distributed directly by The Mediapro Studio Distribution. WME Independent represents North American rights.
Mediapro Events designed and produced a cultural experience that brought Spanish heritage to audiences of all ages
The King Abdulaziz Center for World Culture (Ithra) in Dammam, one of Saudi Arabia’s premier cultural institutions, hosted Ithra Cultural Days 2026 from January 12 to 31. This year’s edition featured Spain as the guest country, with a program designed to introduce visitors to global cultures through art, music, cinema, and gastronomy.
Mediapro Events created and produced an immersive cultural journey that explored Spanish identity and creativity through a wide variety of formats. The program seamlessly blended tradition and contemporary expression, offering an inclusive experience aimed at audiences of all ages.
The festival opened to an audience of nearly 15,000 attendees, and over its 18-day run, welcomed approximately 144,000 visitors, averaging 8,000 people per day.
The event’s lineup featured live Spanish music and dance, with flamenco and zarzuela taking center stage, as well as exhibitions celebrating legendary Spanish athletes and the rich diversity of regional costumes. The program also included hands-on workshops, educational activities for children, and a marketplace showcasing traditional Spanish products. To round out the experience, visitors could enjoy a variety of gastronomic offerings inspired by Spain’s most iconic flavors.
With Ithra Cultural Days – Spain, Mediapro Events once again demonstrates its ability to deliver large-scale international projects that bridge cultures through meaningful, creative experiences — combining content, production, and innovation on a truly global stage.
