Press release from NBCUniversal Hispanic Group, May 12, 2015:
NBCUniversal Hispanic Group’s annual Upfront presentation was held tonight at New York’s Frederick P. Rose Hall and hosted by NBC’s “Today” news anchor Natalie Morales and TELEMUNDO entertainment anchor and “La Voz Kids” host Jorge Bernal. Executive Vice President of Advertising Sales for NBCUniversal’s News and Hispanic Groups, Mike Rosen, unveiled the company’s go-to-market strategy– “All Together. Latino.”– to connect with U.S. Hispanic audiences across all of NBCUniversal’s networks and platforms. Executives also introduced an impressive array of digital opportunities for advertising partners and unveiled the 2015-2016 programming line-ups for TELEMUNDO and NBC UNIVERSO, featuring more than 1,000 hours of original content.
The NBCUniversal Hispanic Group leads NBCU’s sales strategy in serving the U.S. Hispanic community across all its networks and platforms. With NBCUniversal’s unprecedented portfolio and best-in-class data-driven optimization tools, marketers can identify and target the most desirable Hispanic consumers for their specific product or category, through customizable campaigns leveraging NBCU’s multiple platforms – national broadcast, network cable, digital, social, owned and operated stations and hyper-local targeted cable – regardless of language.
“Hispanic America is the new mainstream,” said Joe Uva, Chairman, Hispanic Enterprises and Content, NBCUniversal. “As one of the most influential segments of our society, today 57 million Hispanics influence more than 300 million people. With the potential scale and reach of over 90% of the Hispanic audience, every month, regardless of language, NBCU offers our clients opportunities that no other media company can when marketing to this vibrant segment of the population.”
Rosen introduced CultureFirst, NBCU’s latest innovative proprietary strategic approach to help inform advertisers’ decisions when designing campaigns directed to the Hispanic segment. Anchored on Latino “human truths,” CultureFirst allows advertisers to incorporate cultural traits that unify and connect Latinos, regardless of their language, into their decision process, ensuring relevance and maximum impact across the entire demographic. Rosen announced that the next Curve Report, NBCU’s trends and insights practice, will devote its next major study to CultureFirst, recognizing the power of the Latino culture to impact the full U.S. cultural landscape.
“Hispanic marketing, up until now, has been synonymous with, and limited to, Spanish-language media. Starting with the 2015-16 Upfront, and only with NBCUniversal, language will never again be a barrier to great marketing,” added Rosen. “NBCU is uniquely positioned with the breadth of its portfolio, combined with its best-in-class data optimization tools and custom integrated marketing solutions, to target Hispanics across all languages, and build unbreakable consumer experiences across all screens.”
Uva and Mark Lazarus, Chairman, NBC Sports Group, today announced the creation of NBC Deportes, a new, dedicated Hispanic sports production unit that will expand sports production capabilities and will align and leverage the expertise and resources of the NBC Sports Group. NBC Deportes will be a robust content generator providing over 1,000 hours of world class sports content across TELEMUNDO, NBC UNIVERSO and its digital platforms, featuring exclusive top sports franchises such as FIFA World Cup, Olympics, key Team USA and Mexican National Team World Cup and Olympic Qualifiers, British Premiere League, NFL and NASCAR.
Fueled by innovative storytelling, reality shows and live events, TELEMUNDO’s weekday primetime is up 20% year-to-date among adults 18-49, registering a record high share, 6 points more than a year ago, according to Nielsen. On the heels of the success of the third season of “El Señor de Los Cielos”– which has ranked #1 in Spanish-language in its daypart every night of the week among adults 18-49 and 18-34 delivering a 41% share– the network reaffirmed its commitment around its innovative 10pm strategy with its Super Series—faster paced, action-packed and shorter scripted drama series designed to return for multiple seasons.
“The new strategy has brought consistency to TELEMUNDO’s schedule and performance. We are entering the Upfront season with record volume and share, great momentum and a slew of new programming ideas.” said Luis Silberwasser, President, TELEMUNDO. “We are hyper-focused on creating content for Hispanics who live in the U.S. and audiences are responding.”
Following is an overview of TELEMUNDO’s new and returning programs:
“La Querida del Centauro” (Centaur’s Woman) is a drama and action-packed series that tells the story of Yolanda, a woman who will be capable of breaking the law out of love for her daughter. Even risking her own life, she serves as bait to capture one of the most dangerous drug traffickers in Mexico.
“El Señor de Los Cielos” (The Lord of the Skies) Season Four – TELEMUNDO’s record breaking 10pm Super Series, will be back for a fourth season. Aurelio Casillas, the once humble man who managed to become one of the wealthiest and most powerful drug lords in Mexico, will realize that the limit to his aspirations will not be set by the law, but by himself, as he will face a cruel new reality in a limitless struggle to survive.
“Señora Acero” (Mrs. Steel) Season Two – starring Blanca Soto, will return for a second season. Having been the woman capable of shaking up the Mexican government, Sara’s new challenge will be to rebuild an even more powerful empire, to confront her cold-blooded enemies and protect the lives of her loved ones.
“Bajo El Mismo Cielo,” (Under the Same Sky) inspired by Roger L. Simon’s original screenplay, “A Better Life,” narrates the moving story about a father who, in search of a better future for his children, bears the difficulties suffered by many immigrants in search of the American Dream. Amidst his struggle for survival, he will encounter love in the most unexpected of ways.
“Celia” is the story of the internationally renowned Cuban musical artist, Celia Cruz. Born in the midst of the Cuban Revolution, Celia was a woman with an extraordinary talent. Her inimitable voice transformed her from a humble, shy, ordinary, young woman into a superstar with the world at her feet. Celia turned salsa into the most popular Latin music genre in the world and became a woman, who despite being far from her home land, was able to honor it and demonstrate that there are no impossible dreams.
“Quién es Quién” (Twisted Love) is a humorous, romantic story where destiny leads twin brothers, separated at birth, to embark upon separate paths only to reunite them years later. But a twist of fate will have the brothers exchange their identities, leaving them to face challenging, yet oftentimes comical situations.
“La Indomable,” (The Indomitable) features mega-star Lucero, in her highly-anticipated return to telenovelas, as a woman rebuilding her family and her life after finding love again. Although she is capable of standing up to any challenge, she will struggle to overcome the injustices of which she will be a victim. However, the toughest battle will be against herself, when she is forced to face her own prejudices.
“Doña Bárbara,” based on the classic, best-selling novel, tells the story of a legendary woman, known by some as a “femme fatale;” who draws all the looks, not only for her beauty, but also for her strong will. TELEMUNDO brings back Aracely Arambula in a new adaptation of the popular telenovela that has immortalized the great divas of Latin America.
“Hasta Que Te Conocí” (Until I Met You) is a biographical drama series based on the life of Mexican music icon Juan Gabriel. The series will tell the real-life story of one of Latin America’s most successful singer-songwriters. Viewers will get a rare look into the man behind the music and discover the human aspect of the star that has conquered the hearts of audiences throughout the world.
“D.C: La Biblia Continua,” (A.D. The Bible Continues) from producers Mark Burnett and Roma Downey, picks up where the smash hit miniseries “La Biblia” (The Bible) left off, continuing the greatest story ever told and exploring the inspiring events that followed the Crucifixion of Christ.
“Francisco El Jesuita,” (Francis, The Jesuit) based on the best seller, “El Jesuita,” the only official and authorized biography of the Pope, this miniseries, chronicles the life and work of Pope Francis, Jorge Mario Bergoglio.
“Latin AMAs,” (Latin American Music Awards) the first-ever Spanish-language music awards show modeled on the AMA’s, will pay tribute to today’s most influential and iconic Latin artists. The Latin AMAs will honor artists in the genres of Pop/Rock, Regional Mexican, Urban, Tropical, Adult Contemporary, Contemporary Inspirational, as well as categories for Crossover Artist, Favorite remix, Top Soundtrack, New Artist of the Year, Artist of the Year and Single of the Year.
“The 2015 iHeartRadio Fiesta Latina” is a music festival sponsored by iHeartRadio. The festival is a spin-off of the highly successful iHeartRadio Music Festival and will feature some of Latin Music’s top, best-selling artists, along with and new, up-and-comers.
Returning next year are the prestigious “Billboard Latin Music Awards,” honoring the most popular albums, songs, and performers in Latin music on the Billboard charts, and “Premios Tu Mundo,” TELEMUNDO’s popular original awards show, where fans vote for their favorites in television and music.
“Gran Hermano” (Big Brother), TELEMUNDO’s newest Sunday reality show, is the first-ever Spanish-language version for the U.S. Hispanic audience of Big Brother, a truly global format, produced by Endemol Shine Latino, the Spanish language division of Endemol Shine North America. One of the longest-running reality shows in the world, broadcast in over 110 countries over a span of more than a decade, this reality phenomenon will now be produced for the first time in U.S. Hispanic television. The show will follow a group of strangers living together in a house outfitted with dozens of cameras and microphones recording their every move 24 hours a day, seven days a week, offering viewers unparalleled coverage on-air, online and through mobile platforms.
“La Sorpresa De Tu Vida” (The Surprise of Your Life) is a two hour weekly, family-oriented show hosted by beloved Mexican actress/singer/host Angelica Vale and Raul Gonzalez, one of Spanish-language television’s best-known personalities. Through the use of testimonials, real life inspirational stories, games, studio audience participation, sponsors, celebrity collaborations and participations, the show will surprise and fulfill the dreams of members of the audience. The show provides a space where viewers are invited to share and take part in creating something special. They become instrumental in the process of watching their loved one’s dreams and surprises come true.
“La Voz Kids” Season 4 – the Sunday night hit singing competition, will return for a fourth season, along with superstar coaches Daddy Yankee, Natalia Jimenez and Pedro Fernandez. Produced out of Universal Orlando Resort, young vocalists between the ages of seven and 15 will show off their singing abilities and give it their all on stage, as they compete for a recording contract and cash prize to support their education.
NBC UNIVERSO is the modern, sports and entertainment cable channel for Latinos. The network relaunched on Feb. 1, 2015, and brings viewers top sports and compelling storytelling across multiple screens — on TVs, laptops, tablets, mobile devices, and Video-on-Demand.
“Viewers can tune into NBC UNIVERSO for blockbuster movies, edgy entertainment, music and big events — all built on a solid foundation of sports featuring some of the world’s best franchises,” said Rubén Mendiola, President, NBC UNIVERSO. “In other words, the quality and excitement Latinos in the U.S. want and deserve, from a first-rate cable network that advertisers, distributors and Hispanic viewers can rally around.”
Following are highlights of NBC UNIVERSO’s programming:
SPORTS & EVENTS:
“Escena Deportiva,” (Sports Scene) NBC UNIVERSO’s new Spanish-language signature sports show, will showcase the latest results, news and highlights from top franchises in the U.S., the Americas and around the globe; as well as the most-compelling stories from the superstars of today and tomorrow.
The NFL will be back this season on NBC UNIVERSO. The network will air six games in Spanish this upcoming 2015-16 season — four regular-season Sunday night games plus two playoff games.
LIGA MX is coming to NBC UNIVERSO. Beginning this fall, NBC UNIVERSO will exclusively air all of the home games for Leon and Pachuca every Saturday night.
“Viña del Mar,” Latin America’s largest and longest-running music festival, will come back to NBC UNIVERSO across all screens for another three years.
“Top Chef Mexico,” the original Top Chef — one of the most successful reality competition shows ever — is coming to NBC UNIVERSO screens from Mexico for the very first time. Contestants will compete from some of the country’s most beautiful and spectacular locations. And the series will feature some of the most acclaimed Latino chefs from top restaurants in Mexico and the U.S., including Enrique Olvera, head chef of Pujol – one of the world’s top restaurants – in Mexico City; and Martha Ortiz, chef and owner of Dulce Patria, also in the D.F.
“Reto Extremo: Fuerzas Especiales” is a competition series that will feature Hispanic veterans from the U.S. Special Forces. Participants will go through a series of heart-racing, high-performance Military-style challenges that will push their abilities to the limit; and all the while, allow us to learn more about these remarkable individuals and their amazing stories.
“El Sexo Débil” (The Weaker Sex) is a dramatic series about five men – “Los Camacho” – have it all and think they’re in control… until one day, their lives are turned upside down after they are suddenly abandoned by the women in their lives. This racy series calls into question who really is the so-called “weaker sex.” And can men really live without women?
“El Vato” is an original scripted series that stars the popular regional Mexican star, El Dasa. El Vato is offered a once-in-a-lifetime opportunity record the next big album that can make him a superstar, but it means he has to leave his familiar life in Sonora, Mexico for the bright lights of L.A… and try to stay focused amid all of the city’s temptations. For El Vato, it’s time to go big… or go home.
NBCUniversal Hispanic Enterprises and Content’s Digital Media businesses announced innovative solutions for marketers to reach the millennial, multicultural and mobile consumer. Fueled by the division’s original content production capabilities, Telemundo.com is registering a 260 percent increase since last year, TELEMUNDO is #1 in VOD among Hispanic media for the fourth consecutive year, and NBCU Hispanics Plus, the cross-company digital platform, currently reaches 25 million monthly unique visitors.
“NBCUniversal’s scale and innovative custom solutions offer our advertisers the opportunity to reach the coveted demo of ‘Generation M’- millennial, multicultural and mobile audiences,” said Peter Blacker, Executive Vice President Digital Media & Emerging Businesses, Hispanic Enterprises and Content, NBCUniversal. “Hands down, NBCU’s digital platforms reach more U.S. Hispanics than any other content company.”
Blacker introduced several new innovations designed to further engage the Hispanic audience who, with median age of 18, maintains a mobile, social-first sensibility, including:
“Double Acción,” the first-ever concurrent scripted experience, which plays out storytelling on two screens via a mobile device while the TV show is playing,
An Interactive Comic Book Series which allows fans to insert themselves into the action via a mobile device, which they can then share with friends.
R.A.V.E (Real-time Augmented Virtual Experiences), which complements the viewing experience with multiple camera angles and incremental stories by combining a simple, brandable attachment to a smart phone.
Building upon the previous success of their multi-platform studio, FLUENCY, it was announced that “Ana Maria in Novela Land” which recently aired on sister network Oxygen will be seen on TELEMUNDO and NBC UNIVERSO and on digital platforms in Spanish this fall. The studio’s next film will be the Psychological thriller “Sophie,” about a brilliant young marketing executive who is haunted by new details of her mother’s death. When the memories won’t stop flooding in, Sophie decides she must uncover the terrible secret that has been haunting her.
The upfront presentation concluded with a high-energy performance by Daddy Yankee, Billboard Latin Music and Latin Grammy award-winner and “La Voz Kids” coach.
Source: Nielsen NPM, L+SD, 2015-to-date vs. 2014-to-date (12/29/14-5/1/15 vs. 12/30/13-5/2/14), strict daypart for M-F 7-11pm. TEL share based on sum of A18-49 impressions on TEL, UNI and UMA in strict daypart cited. El Senor de los Cielos 3 ranking against broadcast competition based on A18-49 (000), M-F 10-11pm strict daypart. Hispanic scale and reach for NBCU- April’14- March’15, Total Day. Data reflects C3.
Digital- comScore Media Metrix. Audience Duplication. Multi-Platform Data. April’14-March’15 (avg monthly most recent 12 months). Base: A18+ Hispanic
comscore Multiplatform Report. Pew Research Centre.