Telemundo Touts Integration Strategy

By Julieanne Smolinski

Telemundo folded in original programming announcements, a digital initiative rollout and the introduction of a partnership with TV Globo at an upfront presentation for advertisers Monday in New York City.

The Spanish-language network touted its “Concept Integration Model,” its new strategy to integrate advertising across broadcast, cable and digital assets.

Telemundo also plans to strengthen its digital presence by adding interactive elements like social networking and polls to its streaming content sites for the Telemundo channel and the youth programming channel mun2.

The network also formally announced a new ongoing partnership with Spanish-language content provider TV Globo, which will include production of the international telenovela “El Clon” for the U.S. market.

“El Clon” will be produced by Telemundo Studios in Colombia, based on the TV Globo format, with the participation of the original novela’s writer, Gloria Perez, and director Jayme Monjardim. Telemundo will have exclusive broadcast rights for the U.S. and Puerto Rico, and the companies will work together on international sales of the novela.

Telemundo Chief Operating Officer Jacqueline Hernandez unveiled for advertisers a programming slate for Telemundo and Mun2 that included new telenovelas, sports, movies and specials.

“As the only Spanish-language network to air four consecutive hours of original content in prime-time Monday through Friday,” said Ms. Hernandez to advertisers Monday, “Telemundo is in the best position to offer our clients more value for their investment, making us the best destination for concept/product integration and innovative branded entertainment solutions.”

2008-2009 programming on Telemundo:

Monday-Friday, Prime-Time

Novelas:

“Sin Tetas No Hay Paraíso” (Without Breasts, There Is No Paradise)
“¿Por Qué Diablos?” (Why the Devil…?)
“Amor de Madre” (A Mother’s Love)
“Lola Calamidades” (Calamity Lola)
“El Juramento” (Secret Lies)

Sports:

“Futbol Estelar”
“Rumbo al Mundial Mexico”
“Balon de Oro”

Weekend Programming

Spanish-Language Movie Events:

“X-Men 3: The Last Stand”
“Babel”
“The Bourne Supremacy”
“Superman Returns”
“The Departed”

Specials:

“People en Español: Lo Bueno y lo Malo de la Moda” (Best and Worst Dressed)
“El Rey: Tributo a José Alfredo Jiménez (The King: A Tribute to José Alfredo Jiménez)

2008-09 mun2 Programming:

“You Said What?”
“Vago”
“One Nation Under Hip-Hop”
“Reventon Weekly Countdown”