La Casa de los Famosos México wrapped its second season with a final rating of 5.5 million viewers.
In a sprawling studio complex on the outskirts of Mexico City—where the silence of the hallways contrasts with the intensity of 24/7 production—the set of La Casa de los Famosos comes to life. Behind every camera, every confessional, and every live broadcast is Alejandro Rincón, CEO of EndemolShine Boomdog.
The company’s story began in 1997 in Caracas, Venezuela, during the height of the “cable boom.” Its early productions were modest, catering to networks in search of original programming for an emerging regional audience.
However, Venezuela’s economic crisis forced a change of course: in 2007, the company relocated to Mexico, and a decade later signed a joint venture with Endemol, the global giant in television formats.
In 2020, Endemol became part of the Banijay Group, now considered the largest independent producer and distributor in the world. Since then, the company has built a creative powerhouse capable of delivering more than 1,000 hours of original content each year for networks such as Televisa, TV Azteca, and Telemundo—and increasingly, for global streaming platforms.
“We don’t compete with Netflix or Amazon Prime—they’re our clients, and we work with all platforms. This is an ever-changing business. Back when the cable boom hit, it was a revolution; today we’re living through a second boom with streaming—it’s a technological revolution in how audiences consume content,” said Rincón in an interview with EL CEO.
The Business Behind La Casa de los Famosos
EndemolShine Boomdog’s model has a clear core: commissioned productions. Most of its revenue comes from developing and executing proprietary formats for clients seeking premium content—such as La Casa de los Famosos or MasterChef. A smaller portion of the business comes from direct investment in projects that can be sold across multiple platforms, explains the CEO.
Rincón states that today they are the largest production company in Latin America, delivering over 1,000 hours of content annually, with a growth strategy focused on learning from the market, staying connected to audiences, and continuously evolving.
“We have MasterChef on Azteca, we produce La Casa de los Famosos, Quién es la Máscara, Me Caigo de Risa, and Como Agua para Chocolate for HBO. There are many others. The challenge, like for any other company, is to keep innovating and delivering fresh ideas,” he said.
The scale of this model is reflected in the numbers behind it. La Casa de los Famosos México, produced for TelevisaUnivision, closed its second season with a final rating of 5.5 million viewers.
Meanwhile, MasterChef México—now in its 14th season—has amassed 75 million views on YouTube in just 12 weeks and boasts 2 million subscribers.
Innovate or Fade: Reality TV, Sports, and Interactivity
If there’s one thing Rincón has learned after decades in the business, it’s that reality TV doesn’t die—it reinvents itself. Big Brother has been on air for 20 years in multiple countries and still leads ratings; the secret lies in pacing seasons correctly, refreshing formats, and keeping audiences surprised.
Looking ahead, the company is focusing on two clear fronts: interactivity—formats where viewers can participate from home and win prizes—and sports-themed reality shows. The goal remains the same: reach as many people as possible and truly connect with them.
“Personally, I’ve been passionate about what we do since day one—reaching the largest possible audience. Sometimes you make it, sometimes you don’t, but when you do, it’s addictive and fascinating,” adds the executive.
