2bLatam’s Enchufe TV, the popular digital Spanish-language comedy sketch channel, is set to make a significant leap into the U.S. market in 2025. This expansion comes as part of a broader partnership with the Pepe Bastón-headed Elefantec, a move that aims to bring Enchufe TV’s unique brand of humor to a wider audience.
Arturo Yépez, a key figure behind Enchufe TV and CEO of 2bLatam, shared insights into the expansion during a recent discussion with Variety. “We have been working on the new season since we closed the deal with Elefantec. We’ve already shot the Mexico season, which was part of the initial deal [with Elefantec], and now we’re widening the deal to include the U.S. and Europe,” Yépez explained. “We are developing a couple of IPs and trying to fit the humor around growing up in a new culture like the U.S.”
The expansion is timely, given the current political climate in the U.S. Yépez highlighted the potential for humor in this context, saying, “With the new president coming and the idea of taking all the Latinos back to their countries, we see lots of opportunities to laugh about what it means to be in the United States right now.”
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Enchufe TV’s approach to humor is deeply rooted in cultural relationships and the experiences of Latinos in the U.S. “The idea is to be very Spanglish in a way,” Yépez noted. “The essence of the truth is human relationships, so having a teenager who is forgetting Spanish or rejecting the culture but having to relate with their grandma is something we want to explore.”
The partnership with Elefantec is not just about expanding geographically but also about adapting to changing business models. “We just closed a deal with a huge pharmaceutical company in Mexico for the next season of Mexico, which will feature branded content,” Yepez revealed. “We are taking the idea of product placement and brand integration organically into the regular sketches.”
This innovative approach is part of a broader strategy to engage with digital creators and the digital economy. “Companies like Elefantec and the big studios understand that the market is changing so much that you need to look into digital creators to keep producing,” Yepez said. “We are looking for agencies that can connect us with possible financiers for the content.”
Enchufe TV’s success in Mexico serves as a strong foundation for its U.S. expansion. One of their most successful sketches, “Ecuador vs. Mexico,” humorously explores the cultural differences and similarities between the two countries. “We took advantage of the situation between Ecuador and Mexico when the president of Ecuador took the Mexican embassy to take out a prisoner, and Mexico cut off the relationship,” Yepez recounted. “We built this idea of Mexicans against Ecuadorians saying how different we are, and then realizing how close we are.”
Looking ahead, Enchufe TV is also eyeing Europe for further expansion. “We already have offices in Spain, and Elefantec has offices there, too,” Yepez mentioned. “The whole idea is to start thinking of an IP that you can mold into the culture.”
As Enchufe TV prepares to enter the U.S. market, the potential for a golden age of Spanglish humor is evident to its leadership. “Young Latinos are completely bilingual or English-speaking, and many are proud of their culture,” Yepez observed. “It’s an amazing potential time for humor.”
With a strong foundation, innovative strategies and a keen understanding of cultural nuances, Enchufe TV is poised to make a significant impact in the U.S. and beyond.