MIPCOM – Argentine executive Germán Groba, most recently at Paramount and with an extensive career at Viacom and Disney, has launched Great Good Media, a consulting firm focused on supporting kids & family and unscripted projects.

Groba served until mid-year as SVP of MTVE Group Brands Europe, LatAm, Africa & Middle East at Paramount, based in Madrid—where Great Good Media is also headquartered.

“Great Good Media is a media consulting company where my main goal is to pour all the experience I’ve gained at global companies like The Walt Disney Company and Paramount into helping connect people and projects,” Groba told Cveintiuno.

His consulting services are built around three pillars:

“Marketing consulting, the content journey, and the path a project and its creators must take through the industry,” he explained.

Given his background at Disney and Paramount, Great Good Media will specialize primarily in kids & family and unscripted content.

“Those are my two strongest areas due to the expertise I built across Disney and Paramount, but I wouldn’t rule out working on scripted projects—especially in children’s and teen fiction, where I also have solid experience,” Groba added.

“And whenever possible, I aim to identify whether that content can also generate franchiseable IP, something that was at the core of Disney during all my years there,” he noted.

In terms of clients, Great Good Media is open to working with a wide range of companies, “from individual creators to large-scale production companies.”

“At the moment, I’m already working with two leading production companies in the industry. My role with them is to provide development-stage consulting, helping shape the project. In other cases, I may focus more on the marketing and commercial aspects,” he said.

The service is designed to improve the strategic playbook and methodology of companies, helping their content reach the right audience, especially during this current industry slowdown.

“Over the past year, the industry has experienced a slowdown—a disruption to established models—which has made it harder for many producers to get the green light on projects. I think we all share the view that the entertainment and media industries are undergoing critical transformations,” Groba stated.

“But change isn’t good or bad—it’s simply change. And in every crisis, there are many opportunities, and major learning curves are generated for everyone involved. What we need now is a more professional, scientific, and technical approach to content creation, production, and promotion—so content reaches the right audience and that audience knows it exists and consumes it,” he emphasized.

“Anyone truly entering the industry—whether a creative, a writer, or a storyteller—needs to quickly surround themselves with people who know these verticals, and they need to use measurement tools and technology, even during the creative phase of content development,” he concluded.