Bibiana González, director of content networks and streaming, non-scripted original production at HBO Max in Spain, shared with CONECTA Magaluf-Mallorca delegates insights on what’s guiding her commissioning strategy in the country.
The conversation focused on how HBO Max has built an identity within non-fiction by betting on stories with social relevance, exclusive access, and a strong emotional connection with audiences. “Beyond a secret recipe, we have a collection of ingredients that we use as initial filters when selecting a project,” she said.
According to González, the first major filter is proximity. Although HBO Max is part of a global company, the Spanish team prioritizes content that is deeply connected to local audiences. “From the local side, we generally are not trying to make international stories because we already have a very solid company producing internationally,” she noted. “The tendency is to produce content that feels very close to Spanish audiences through local stories.”
The second key element is “stories that have impact, generate conversation and even controversy in a positive sense,” González explained. “Stories that are present not only in the press, but also in people’s conversations.”
As an example, she cited The Heroic Minute: I Also Left Opus Dei, a production that generated significant media debate and later won an Ondas Award.
Another fundamental aspect for HBO Max is stories “with layers.” González stressed that the platform looks for complex narratives and multidimensional characters. “We always tell producers: give me stories with layers,” she said. “A character may interest us, but if they do not have different layers that can gradually be revealed, the story could end up feeling a bit weak.”
The fourth major criterion is exclusive access. “What is new about this story? What kind of access does it offer? People who have never spoken before, exclusive testimonies…,” she explained.
Finally, González highlighted the importance of timing and connecting productions to current events, anniversaries, or social phenomena that can amplify public conversation around a release.
Toward the end of the session, González defended the strategic value of local content in an increasingly globalized environment. “I absolutely defend local content as a differentiating element,” she stated. “That local component creates closeness, brings us nearer to audiences, and generates tremendously interesting stories that viewers empathize with.”
Although HBO Max previously experimented with entertainment and reality formats such as The Traitors, Pekín Express, and Naked Attraction España, the executive clarified that the platform’s current priority is focused mainly on documentaries and docuseries. “We are not working on entertainment right now,” she explained. “Our focus at the moment is documentaries, mainly docuseries, although we are not ruling out standalone documentaries depending on the story.”
González closed the session by reiterating that HBO Max remains open to new proposals and original projects.
