This article analyses the role of the executive producer during the fiction TV series production process in Spain, with emphasis on the creative features. To do so, we used a qualitative methodology to review the executive-creative producer concept, as well as the duties and responsibilities developed by this professional in each phase of the production process. Additionally, the study is completed with testimonies from eleven interviews with sixteen executive producers in the contemporary Spanish television industry, which were developed during the last quarter of 2017. Despite the wide range of production models, the findings obtained suggest that the cited profile plays an active and growing role over contemporary Spanish TV series creativity. The international approach of these projects is noteworthy, especially thanks to the implantation of streaming platforms in this country.