Rubén Mayoral, new general director of Contents and New Businesses of Lavinia

With the incorporation of the former director of El Terrat, Lavinia reinforces its strategic commitment to audiovisual production and new formats for the national and international market.

Rubén Mayoral, former general director of El Terrat, joins the Lavinia group, as general director of Contents and New Businesses. In this way, Lavinia reinforces its strategic commitment to audiovisual production and new formats for the national and international market. Mayoral has extensive experience and experience in the television content sector, creating and developing formats for the main operators in Spain. Born in Lleida in 1976, Mayoral has a degree in journalism from the Ramon Llull University of Barcelona and a PDG from IESE Business School, University of Navarra.

As general director of El Terrat for the last four years, the commitment to the diversification of clients, content, genres and the implementation of new strategic areas such as Branded Content has been highlighted, where projects such as Cinergy for Gas Natural Fenosa.

During this direction, El Terrat has launched TV projects such as Late Motiv with Andreu Buenafuente (Movistar #0), Color economy (TV3), The Pop Magician: 48 hours with… (DMAX), Big Band Clan (TV Clan), Homo Zapping (Neox-Atresmedia), In the Air with Andreu Buenafuente (The Sixth) or Crazy World (Movistar #0). As executive director, he has launched formats such as friday (TV3), Alaska y Mario (MTV), The Roast of El Gran Wyoming (Comedy Central), The 25 (TV3), among others.

Prior to his position as general director, Mayoral, who was at El Terrat for eleven years, was also director of New Projects, director of Entertainment and director of the Television Area.

On the other hand, Mayoral worked for Televisió de Catalunya for five years as director of formats such as Silence? o Km 33, and in the Buzz payment chain of Vía Digital developing music content.

He has also been a contributor to La Vanguardia Magazine and the cultural supplements of Avui, in addition to teaching classes in the Postgraduate in Fashion Communication and Journalism 3.0 and in the Postgraduate in Television Scripting at the Barcelona School of Management at the Pompeu Fabra University.