José Bastón: Media Career and Elefantec Global

Last Updated on August 4, 2026 by Business Blog Media Editorial Team

Introduction

José “Pepe” Bastón is a Mexican media executive, producer and entrepreneur.

He spent almost three decades at Televisa, where he worked across television content, programming, sales and international distribution. He later served as President of Televisa International.

In 2018, Bastón founded Elefantec Global, an independent entertainment company that develops and produces movies, television series, documentaries, sports programmes and branded content for Latino audiences.

Elefantec Global currently identifies him as its founder and chief executive officer.

José Bastón Quick Facts

Detail	Information
Public name	José “Pepe” Bastón
Profession	Media executive, producer and entrepreneur
Former company	Televisa
Former senior role	President of Televisa International
Current company	Elefantec Global
Current role	Founder and CEO
Company founded	2018
Main industry	Film, television and digital entertainment
Main market	Spanish-language and Latino audiences

Who Is José Bastón?

José Bastón is an experienced leader in Spanish-language media and entertainment.

His professional career developed mainly at Televisa, one of Mexico’s largest media companies.

During his time there, he worked with television content, sales, production and international distribution.

This experience gave him an understanding of both the creative and commercial sides of entertainment.

He later used that knowledge to establish Elefantec Global and develop independent content for television networks and streaming platforms.

José Bastón’s Televisa Career

Bastón worked at Televisa for almost 30 years.

He held senior responsibilities connected with:

• Television programming
• Content development
• Production
• Advertising and content sales
• International distribution
• Business strategy
• Media partnerships

A media company needs more than writers, actors and directors.

It also needs leaders who understand budgets, audience behaviour, advertising, licensing, distribution and international markets.

Bastón’s long Televisa career allowed him to gain experience across these different parts of the business.

President of Television and Content

Before becoming President of Televisa International, Bastón served as President of Television and Content.

Televisa records also identified him as a member of the company’s executive committee.

This role placed him close to important decisions involving television programming, content production and the company’s wider media strategy.

Television leadership requires a balance between creativity and commercial performance.

A programme may receive strong reviews, but a company must also consider production costs, audience demand, advertising and distribution.

Bastón’s work involved operating within this connection between content and business.

President of Televisa International

Bastón later became President of Televisa International.

The international division helped manage the sale and distribution of Televisa content outside Mexico.

Television programmes can create additional value when they are:

• Licensed to broadcasters
• Sold to international platforms
• Adapted into other languages
• Remade for different markets
• Distributed through streaming services
• Included in international content packages

His role helped connect Mexican television production with viewers and business partners in other countries.

Televisa announced that Bastón would step down from the position on October 30, 2017, to pursue other interests and ventures.

Leaving an Established Media Company

Leaving a major organisation after almost three decades was an important professional change.

Inside Televisa, Bastón had access to an established brand, production systems and international distribution relationships.

Starting an independent company required a different approach.

A new media business needs to:

• Find original ideas
• Secure intellectual-property rights
• Develop scripts
• Build production teams
• Arrange financing
• Negotiate with networks and streaming services
• Deliver completed projects
• Manage risk

Bastón used his industry knowledge and professional network to begin this new stage of his career.

Founding Elefantec Global

José Bastón founded Elefantec Global in 2018.

The company was created to develop entertainment for growing Latino audiences around the world.

Its official leadership profile states that the company works with content across different genres and formats and distributes projects internationally.

Elefantec currently lists Bastón as CEO and founder.

The company combines traditional television experience with the needs of modern streaming and digital entertainment.

What Does Elefantec Global Do?

Elefantec Global develops and produces entertainment content.

Its official services include:

• Movies
• Scripted television series
• Unscripted programmes
• Documentaries
• Sports content
• Lifestyle programmes
• Direct-to-streaming productions
• Branded content
• International projects

The company works with projects at different stages, from early scripts to completed productions.

Elefantec also brings together creative, production, financial, operational and legal professionals.

This internal structure helps the company manage ideas from development through final delivery.

Creating Content for Latino Audiences

Elefantec Global focuses strongly on Spanish-language and Latino entertainment.

Latino audiences are spread across many countries and do not all have the same interests.

A programme may need to connect with viewers in:

• Mexico
• The United States
• Spain
• Central America
• South America
• International Spanish-speaking communities

Successful content should feel culturally meaningful while also being understandable to a wider audience.

Bastón’s international television experience supports this type of strategy.

Elefantec Global Movies

Elefantec has produced and released several films through platforms including ViX+ and HBO Max.

Projects listed on the company’s official website include:

• ¿Quieres Ser Mi Hijo?
• Amor Sin Sentido
• Navidad En Vivo
• Mamá Para Rato
• Operación Feliz Navidad
• Viajeros
• Atrapadas En Familia
• Las Vocales

These releases show that Elefantec works mainly with accessible entertainment genres, including comedy and romantic comedy.

Bosé: La Serie

Bosé: La Serie is one of the major scripted productions listed by Elefantec Global.

The drama tells a story connected with Spanish singer Miguel Bosé.

Elefantec’s official project page lists the series as produced and released through platforms and broadcasters including Paramount+, SkyShowtime and Telecinco.

Biographical drama can be difficult to produce.

The team must balance storytelling with the public record, music rights, period design and the experiences of real people.

La Rebelión

Elefantec also produced La Rebelión.

The drama follows a group of women whose lives and decisions become connected through personal struggles and hidden problems.

The official Elefantec website lists its first season as produced and released through ViX+.

The project demonstrates the company’s work in original Spanish-language scripted drama.

Todo Por Lucy

Todo Por Lucy is a comedy series produced by Elefantec Global.

It was inspired by the classic American television programme I Love Lucy while being created for a modern Spanish-speaking audience.

Elefantec lists the series as released through Amazon Prime Video.

Adapting a known format requires more than translating dialogue.

The production must adjust humour, characters, settings and cultural details for a new audience.

Documentary and Unscripted Content

Elefantec’s work is not limited to fictional movies and dramas.

Its official project list also includes documentary, lifestyle and sports programmes.

These projects include:

• Me Mataron 3 Veces
• Hambre de Gol
• Flores de Concreto
• Searching for Mexico

The programmes have appeared through outlets including CNN, Fox Sports Mexico, ESPN, CBS Golazo, Paramount+ and other platforms.

This variety allows Elefantec to work with audiences interested in culture, sport, food, personal stories and social issues.

How Streaming Changed the Media Business

Bastón began his media career during a period dominated by traditional television.

Viewers generally watched programmes according to a broadcaster’s schedule.

Streaming changed this model.

Modern audiences can choose:

• What to watch
• When to watch
• Which device to use
• Which language to select
• Whether to watch one episode or a complete series

This change created opportunities for independent production companies.

A business such as Elefantec can now develop a programme and work with different platforms instead of depending on one national television channel.

Intellectual Property in Entertainment

Intellectual property is an important part of Elefantec’s business model.

In entertainment, intellectual property can include:

• Original characters
• Scripts
• Story formats
• Books
• Music rights
• Programme concepts
• Documentaries
• Adaptation rights

A strong media company does not only produce videos.

It also creates and manages ideas that may later become movies, series, remakes or international adaptations.

Elefantec says its portfolio includes projects at different development stages, from scripts to completed products.

Branded Content

Elefantec Global also provides branded-content services.

Branded content is entertainment or information created with the support of a company or advertiser.

It is different from a simple advertisement.

A branded programme may tell a useful or entertaining story while naturally connecting with a company’s message.

Elefantec says its work can involve:

• Advertisers
• Advertising agencies
• Media buyers
• Content strategy
• Brand partnerships

The goal is to connect marketing with storytelling rather than depending only on standard product placement.

Building a Complete Production Team

Elefantec’s official team includes professionals working in:

• Finance
• Operations
• Business development
• Film production
• Script development
• Content direction
• Legal affairs
• Administration
• Accounting

This structure demonstrates that entertainment production is also a complex business operation.

A strong idea may fail if the company cannot manage contracts, budgets, production schedules or distribution.

Creative talent and business management must work together.

José Bastón’s Business Strategy

Several clear principles appear in Bastón’s professional career.

Learn the Whole Industry

His Televisa work covered content, sales, programming and international distribution.

Understanding different departments prepared him for senior leadership and entrepreneurship.

Combine Creativity With Business

A successful programme must be interesting for viewers and financially workable for the company producing it.

Think Internationally

Spanish-language content can reach audiences across many countries.

International distribution gives one production more opportunities to create value.

Adapt to New Platforms

Bastón moved from traditional television into a company working with streaming platforms and international digital services.

Build Experienced Teams

Elefantec brings together creative, operational, financial and legal specialists.

A founder does not need to perform every task personally.

Readers interested in another founder who moved a creative idea into a global digital marketplace can explore the career of Simon Beckerman.

Leadership Lessons From José Bastón

Long experience can support entrepreneurship

Working inside an established company can teach a future founder how an industry operates.

Distribution matters as much as production

A strong programme has limited value if viewers cannot find or access it.

Audience understanding is essential

Media companies must understand language, culture, viewing habits and platform preferences.

New technology changes business models

Streaming created new opportunities for independent production companies.

A focused market can support global growth

Elefantec focuses on Latino audiences but works with platforms that operate internationally.

Reputation and relationships matter

Entertainment projects require cooperation between writers, actors, networks, platforms, advertisers and investors.

Similar leadership principles can also be seen in Michael Haley’s work across business, military service and nonprofit management.

Why Is José Bastón Known?

José Bastón is known for:

• His long media career at Televisa
• Serving as President of Television and Content
• Serving as President of Televisa International
• Managing international television content and sales
• Founding Elefantec Global
• Producing Spanish-language movies and series
• Developing entertainment for Latino audiences
• Working with television networks and streaming platforms

His strongest professional identity is based on media leadership, content production and international distribution.

Frequently Asked Questions

Who is José Bastón?

José Bastón is a Mexican media executive, producer and entrepreneur.

What is José Bastón known for?

He is known for his long Televisa career and for founding Elefantec Global.

What was José Bastón’s position at Televisa?

He held several senior positions, including President of Television and Content and President of Televisa International.

When did José Bastón leave Televisa International?

Televisa announced that he would step down as President of Televisa International on October 30, 2017.

What is Elefantec Global?

Elefantec Global is a media company that develops and produces movies, television series, documentaries, sports programmes and branded content.

What is José Bastón’s current role?

Elefantec Global currently lists him as its CEO and founder.

When was Elefantec Global founded?

Bastón founded the company in 2018.

What productions has Elefantec Global released?

Its official portfolio includes Bosé: La Serie, La Rebelión, Todo Por Lucy, ¿Quieres Ser Mi Hijo? and several other films and unscripted programmes.

Which platforms have worked with Elefantec projects?

The company lists releases through platforms and broadcasters including ViX+, HBO Max, Amazon Prime Video, Paramount+, CNN and Fox Sports Mexico.

Final Thoughts

José Bastón built his professional career through television content, sales, production and international distribution.

After spending almost three decades at Televisa, he moved into entrepreneurship and founded Elefantec Global.

The company now develops movies, scripted series, documentaries, sports programmes and branded content for Spanish-speaking and Latino audiences.

His career demonstrates how long industry experience can help an executive build an independent company and adapt to major changes in technology and audience behaviour.