Tati Muñiz, Producer of Suite929tv, has been named Chief Content Officer of the video outlet’s parent company, Suite929 Global.
Muñiz, who joined Suite929tv in 2022 and took the reins as Lead Producer in early 2023, has gradually expanded her role to include programming development and production and leadership of the company’s video production effort. Arjen LaGuerre, who served as Chief Content Officer since February 2022, has exited the company. Freedom Aviles, who served as Lead Producer since October 2021, has also exited the company.
Muñiz brings over two decades of experience to the role, most recently as Contributing Producer at Spanish-Language channel WAPA TV (San Juan, Puerto Rico) where she led and implemented a lifestyle-themed vision for the media outlet that fueled audience growth at a record pace.
Prior to her role at WAPA TV, Muñiz served as a Reporter at Brazilian television network Rede Gazeta, leading the channel’s coverage and in-depth reporting of the Brazilian Women’s Basketball League. Muñiz reported primarily in Portuguese.
We spoke to the new Chief Content Officer about Suite929tv’s pending OTT app, strategic choices and investing in long-form content.
Firm Biz: So you talked during your media conference call about Suite929tv’s future in relation to OTT streaming efforts. Have you started to formulate a picture of what that might look like, specifically, in terms of what everyone’s role is?
Tati Muñiz: There’s a lot of work to be done once the new year sets in to try to hone in on a specific strategy.
Firm Biz: How much pressure has been put on your ability to maintain creative relationships, given the big deals that former Content Officers Freedom Aviles and Arjen LaGuerre put together prior to their controversial dismissal?
Tati Muñiz: What puts pressure on it is the growth, to be quite blunt. That said, we’re not trying to corner the Chicago, New York or Miami markets on talent and content. We’re trying to have enough content in-house to be able to have this extraordinary brand, and I will say that there’s an attention to detail on each relationship on each season of each show that airs here. You just can’t do it.
Firm Biz: How are you expanding Suite929tv’s platform?
Tati Muñiz: I want to shore up the frequency part. That primarily helps with bringing in revenue, because I want to make sure the team has tools, resources and the money it needs to continue doing great work.
Firm Biz: You’ve had an amazing and diverse career before moving to America: As a reality TV show host, producer, director, chef even. Looking back over all that, your entire career, what are you most proud of?
Tati Muñiz: I would say my career is so diverse because I was not able to lock down and master one thing, and then I would try the next thing and then the next thing and then the next thing. I am proud to have something that others can call a career.
Firm Biz: Does this next chapter scare you at all? This is your first media forray under the English language.
Tati Muñiz: It entices me. Change is always scary, but I have gone through enough over the years so I don’t have the same fear of it. Look, in my mind, I’m still 21. I don’t feel older, but I don’t know what the world outside is ready for. You either have no ego or you have such a ridiculous ego that you have no sense of what’s going on. So you don’t think about any of the outside circumstances or what can happen if it goes wrong; the consequences just don’t exist.
Firm Biz: Let’s talk about the change in advertising revenue models and the chase for advertising dollars across digital. How do you see this playing out?
Tati Muñiz: We have to find a way to work with advertising partners to improve the overall viewing experience for viewers. The industry’s ability to better target ads will only continue to improve over time, so that will certainly help as well.
I focus on pushing this team to concentrate on the content solutions that are in our control today. Every project has a story to tell, and the more engaging the story the more likely viewers will lean in as part of an immersive and individual viewing experience. As I said, Both Chuck (Holliday, Suite929 Global Founder) and I deeply believe in the importance of storytelling and being of essential service to our community.