Under the leadership of Alessandro Salem, Mediaset is launching a new phase that will emphasize reality shows and dating formats. The audiovisual group confirmed the signing of Maria Zambrano as the new director of Reality and Dating formats. This department will be part of the Content Production Division, coordinated by Jaime Guerra. The appointment signals a strategic shift in the company’s approach to free television formats across its main channels in Spain, Telecinco and Cuatro. The move underscores Mediaset’s commitment to growing a strong lineup in entertainment and format development for a broad audience in both Spain and the wider market.
Zambrano will participate in the development and implementation of these important free television formats. Mediaset is seen as an example of the success of this genre in the country through its flagship channels Telecinco and Cuatro. Zambrano brings two decades of experience in entertainment, having worked with Zeppelin TV, a unit within Grupo Banijay. Her track record includes leading shows such as Fama a Bailar on Cuatro and Movistar Plus, This House is a Ruin on Antena 3, and numerous versions of Big Brother on Telecinco, including Big Brother VIP and Secret Story. The portfolio demonstrates a sustained impact in the genre and a proven ability to steer large format productions from development through to broadcast. In addition to Spanish projects, Zambrano has international experience, including a stint in Portugal as executive producer of Big Brother and as a consultant for La Casa de los Famosos for Telemundo. Since 2022 she has led the creative space at Zeppelin TV, directing content development and overseeing new project initiatives. The most recent audiovisual project she contributed to was the Television Española competition Todos contra 1, which she executive produced. These experiences position Zambrano to drive new formats and elevate Mediaset’s presence in the entertainment landscape for free-to-air audiences.
The Zambrano signing is part of the restructuring process initiated by Salem after his appointment as CEO of Mediaset. Recent industry coverage also hinted at leadership changes within the content and current affairs teams. In a recent industry preview, several names were mentioned as potential shifts in the leadership of various departments. The company has positioned continuity with Manuel Villanueva as managing director of content. In parallel, Sandra Fernandez, formerly director-general of media in Madrid, stepped into a new role as director of communications for the organization, with Mirta Drago taking the position after a period of notable disagreements with the media. These moves reflect Mediaset’s ongoing effort to align leadership with its strategic focus on content development, audience engagement, and streamlined operations across its Spanish portfolio.
The broader context of these changes highlights Mediaset’s intent to reinforce its content ecosystem and strengthen collaboration between production, programming, and communications. The organization aims to deliver high-quality entertainment that resonates with Spanish and international audiences while maintaining strong relationships with its creative partners and production teams. This phase marks a commitment to robust creative leadership, quality control in format development, and a clear path for new projects that reflect audience preferences and market trends. The company remains dedicated to delivering engaging, timely, and locally resonant programming that can compete effectively in the evolving television landscape.
At the heart of these developments lies a focus on strategic talent placement and a clear vision for future programming. The leadership changes are designed to ensure coherence across the content pipeline, from concept creation to screen, while fostering a culture of innovation and accountability. Analysts note that the transition aligns with broader industry movements towards more distinctive, easily adaptable formats that can travel across markets, while still delivering strong local flavor for audiences in Spain and beyond. The media group continues to monitor performance, audience feedback, and market opportunities to refine its approach and sustain growth in a competitive environment. Attribution: Mediaset corporate communications and industry press coverage indicate these leadership and format development efforts.