Sonia Martínez, the veteran TV executive known for her work on global hits like Money Heist and Locked Up, has joined El Estudio as director of contents in Spain. The appointment marks a strategic move by the Madrid and Mexico City-based production house to consolidate its presence in the Spanish market and expand its international creative footprint, according to official company statements.
Why Martínez’s appointment signals a shift in strategy
El Estudio, led by Pablo Cruz, is looking to move beyond the initial “peak TV” era by focusing on projects with clear international appeal. According to the company, Martínez will oversee creative strategy and production, bringing her extensive experience from Mediaset España and Atresmedia TV. This move is designed to reinforce the company’s local structure while maintaining its ambition to produce content that resonates globally.
Sonia Martínez was a key figure in the rise of Spanish original series during her time at Atresmedia TV, where she executive produced international successes such as Gran Hotel and The Time in Between.
How the streaming landscape is forcing producers to adapt
The production environment has grown more difficult since the early 2022 market shifts. As global streamers prioritize bottom-line results over raw market share, obtaining commissions has become a harder call for independent studios. Consequently, producers are increasingly turning toward international co-productions combined with core broadcaster licensing deals to ensure project viability.
How Martínez’s past successes inform her new role
Martínez’s career is defined by her ability to bridge the gap between local hits and global blockbusters. At Mediaset España, she managed prime-time free-to-air staples like Hospital Central and Aída. Later, her work on Money Heist—which became a global non-English language phenomenon after being recut by Netflix—demonstrated her ability to curate content that travels across borders. At El Estudio, she is expected to leverage this experience to support the company’s objective of building a benchmark for Spanish-language content.
Notable milestones in the El Estudio portfolio
- Netflix: Produced titles such as The Dance of the 41 and Las Crónicas del Taco.
- Amazon Prime Video: Released Voy a pasármelo bien and the 2026 action film Vengeance, which topped charts across multiple territories.
- ViX: Developed projects including Pena Arena and Al Chile.
Frequently Asked Questions
Who is Sonia Martínez?
Sonia Martínez is an influential Spanish TV executive known for her leadership on major projects including Money Heist and Locked Up. She recently served as a senior advisor at Buendía Estudios before joining El Estudio in 2026.
What is El Estudio?
Founded in 2020 by Pablo Cruz, El Estudio is a production company with offices in Madrid and Mexico City that focuses on film and television projects with international reach.
Why is the company focusing on Spain right now?
As the global streaming market matures, El Estudio aims to reinforce its local structure in Spain to better develop and produce projects that connect with both domestic and international audiences, according to the company’s public statement.
When evaluating production trends, look at how studios balance local broadcaster deals with streamer commissions. This hybrid model is becoming the standard for long-term sustainability in the current global market.
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