BBC Studios is embarking on a strategic expansion across the Iberian Peninsula, establishing a dedicated hub in Madrid to bolster its commercial footprint in Spain and Portugal. The U.K.-based public broadcaster’s commercial arm has appointed a new leadership team to scale its FAST (Free Ad-supported Streaming TV) and digital streaming operations, signaling a significant investment in the region’s evolving media landscape.
A New Leadership Team for the Iberian Market
To spearhead this growth, BBC Studios has appointed David Urgell Pérez as country manager. Pérez, a media veteran with high-level experience at SkyShowtime, Paramount, and Fox International Channels, is tasked with overseeing regional commercial strategy and expanding partnerships with local platforms and advertisers.
Joining him to manage the operational intricacies of the Madrid hub are Carlos Méndez, serving as head of programming, and Cristina Miquel, who steps in as head of marketing. Together, the team aims to consolidate the BBC’s presence in a market where, according to the company, British content has historically enjoyed high prestige through licensing deals with major broadcasters like RTVE and Mediaset.
Capitalizing on the FAST and Streaming Boom
The shift toward a unified regional strategy comes at a time when Spanish audiences are increasingly moving toward curated digital experiences. According to Pérez, Spain now ranks as one of BBC Studios’ most developed digital markets within the EMEA region. Currently, the company operates six FAST channels, which are reaching approximately 16 million viewers across various connected TV and telecommunications platforms.
The company is positioning itself to combat “choice fatigue” among modern viewers. By offering curated FAST channels centered on trusted, high-quality brands—ranging from natural history and motoring to lifestyle and drama—BBC Studios aims to become the go-to destination for viewers seeking premium, reliable content. Marketing lead Cristina Miquel emphasized that in a fragmented media environment, the BBC’s focus will shift from merely promoting individual titles to building a cohesive, branded ecosystem that helps viewers navigate the overwhelming volume of content currently available online.
Leveraging Technology and Local Production
While the digital hub focuses on distribution and streaming, the company’s broader strategy in Spain is reinforced by its local production entity, Brutal Media. Though operating independently of the Channels & Streaming division, Brutal Media acts as a local creative engine, developing both original Spanish intellectual property and local adaptations of successful BBC formats like The 1% Club.
From a programming perspective, the strategy remains rooted in the BBC’s deep library. Carlos Méndez noted that while there is room for future content acquisitions, the core of the business will continue to be powered by the strength of “British originals.” By blending the high production values of iconic series like Doctor Who and Luther with localized digital offerings, BBC Studios is leveraging its massive catalog to drive both audience engagement and targeted advertising opportunities.
As FAST technology continues to mature, the data-driven nature of these streaming platforms will allow the company to refine its advertising model. By utilizing sophisticated audience segmentation, the Madrid-based team plans to provide advertisers with more precise reach, effectively bridging the gap between legacy broadcasting prestige and the modern, data-centric world of ad-supported digital streaming. This expansion represents a concerted effort by the BBC to ensure that its intellectual property remains central to the daily viewing habits of the Iberian audience, regardless of whether they choose to watch via linear television or the latest streaming interfaces.
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