Telemundo, Vidal Partnership Sign Three-Screen Deal

By Vlada Gelman

Telemundo has signed two content-development deals with Hispanic marketing communications agency the Vidal Partnership targeting Hispanics ages 18-34.

The deals include production integrations across three screens for Telemundo’s reality show “Letra y Musica” (Music & Lyrics) and the telenovela “Sin Senos No Hay Paraíso” (Without Breasts There Is No Paradise).

The integration partnerships will place mobile, broadcast and digital content from the agency’s leading clients within the two shows.

Viewers also will be directed to www.telemundo.com to vote on the direction of the telenovela’s storyline through on-air mobile and Web drivers.

“For the first time ever, Telemundo is asking our digital and mobile platform users to decide the onscreen outcome of our hit prime-time TV novela,” said Jacqueline Hernández, chief operating officer, Telemundo. “With the development and production of ‘Letra y Musica’ and ‘Sin Senos No Hay Paraíso,’ we are leveraging Telemundo’s unique ability to produce original content."