La Granja de Zenón

La Granja de Zenón is an Argentinian series created by Roberto Pumar.

It is the most watched online animation channel in Spanish on YouTube and the eighth in visualizations worldwide, beating the subscriber counts of Disney Channel, Sesame Street, Nickelodeon and Cartoon Network.

Series like La Granja de Zenón have made it a regional phenomenon - from Argentina to Mexico - that also extends to markets such as Russia. Now he plans to grow in Spain.

"This is something that nobody had anticipated," confesses Roberto Pumar, architect of a phenomenon that has crossed the screen with toy lines and theater functions for the whole family.

History
Roberto Pumar realized 10 years ago that he had to change his profession. He had worked with his father in a record store, had founded his own label, had helped promote Paulina Rubio and Thalia internationally, had imagined that music would continue to be the same business as always.

What happened then is that "the world became audiovisual," summarizes the former producer. "With the technological change, we detected that children stopped consuming the songs of our children's catalogs to watch them directly on YouTube. We realized that music had ceased to be something that was heard to become something that was heard and also seen."

The new radio was a screen. Then a computer screen and today smart TV, tablet and, above all, mobile phone.

Pumar (Buenos Aires, 1960) decided that from that moment his company would sell digital entertainment, not just music. The result of that conversion is the online entertainment channel The children's kingdom, created in 2011. "The boys listened to Hello Don Pepito, hello Don José or Susanita has a mouse, but there were no video clips, you had to create the images, because each boy had a Don Pepito and a Susanita on his head", recalls the current CEO of Leader Entertainment.