Último Año aired on MTV Latin America for one hour, five nights per week. Because of the broadcast throughout much of Latin America, the estimated audience reach for this TV serial drama was 22 million households. The rebroadcast began in the United States in February of 2013 on MTV’s Latino station, Tr3s, and in Mexico in that same month on Mexico’s Cadena 3, the most popular free-to-air channels in Mexico.
PMC trained the Último Año creative team, located in Mexico, in PMC’s methodology and provided ongoing creative and technical input on the series, including developing transmedia storytelling components. PMC also developed and managed the research surrounding the drama and its Sexy Sex campaign, which was part of the Whole Society Strategy. The program targeted 16- to 24-year-olds and Mexfam (the Planned Parenthood of Mexico) provided a chat service via text messaging and internet that promoted the program. In addition to Mexico, the countries that broadcast Último Año were Argentina, Bolivia, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, Uruguay, and Venezuela.
PMC created the Sexy Sex campaign website with informational resources for the US broadcast in English and Spanish, which was linked from MTV’s website. As with all PMC TV serial dramas, Último Año was created using using PMC’s serial drama methodology.
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