Telemundo Announces News Initiative
Includes creation of a national public affairs program, increased investment in local newscasts at Telemundo stations and a new multimedia strategy
By Marisa Guthrie -- Broadcasting & Cable, 12/14/2009 4:20:05 PM
Telemundo, the NBC Universal-owned Spanish language network, announced a major news initiative Dec. 14 that included the creation of a national public affairs program, increased investment in local newscasts at Telemundo stations and a new multimedia strategy.
Additionally, Jose Diaz-Balart will replace Pedro Sevcec on Noticiero Telemundo, the network's nightly newscast. Sevcec's contract has not been renewed. Diaz-Balart, who has hosted various programs at Telemundo,
will also helm the network's upcoming Sunday public affairs program, which is targeted to bow in the first quarter next year. Prior to joining Telemundo, Diaz-Balart was a co-anchor of CBS This Morning.
Telemundo recently added anchor Carmen Dominicci as a contributor to Noticiero Telemundo and Al Rojo Vivo con Maria Celeste.
On the local news front, Telemundo's station group will create content centers intended to improve news coverage and provide multimedia news content to local stations.
Telemundo also named Jose Marquez, architect of mun2 Digital, to focus on the multimedia elements of Noticiero. In his new role of VP Interactive Strategy, Marquez will be responsible for developing interactive content for the evening newscasts. He will report to Peter Blacker, Executive Vice President of Digital Media and Emerging Businesses.
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TElemundo "got it" for a few short years (1993-95), and also in 2000. That was it. MExican and Mexican AMerican viewers make up 67% of total spanish-language network viewership. Cubans, Boricuas, Dominicans, Venezuelans, Colombians and Central AMericans make up the remaining 33%. South of the Equator inmigrants DO NOT watch Univision nor Telemundo. They do not care for their programming, and the networks do not care about them. While Univision stroke the right balance using non-Mexican talent with Mexican based programming (DOn FRancisco, Cristina, Primer Impacto, Gordo y la Flaca, etc), TElemundo was handing out memos, telling their talent to SOUND MEXICAN or else. It was too obvious to the viewers.
At the local level, Univision ALWAYS understood that the flagship station was KMEX in Los Angeles, NOT the Miami or NYC stations. Telemundo NEVER took care of KVEA in Los Angeles, except for the 2 years Rick Blangiardi and FErnando Lopez were at the helm. MIami was more important, even though TElemundo Los Angeles was paying the bills.
Unfortunately, NBC bought Telemundo, and local stations were either dismantled or integrated with NBC newsrooms.
News Centers for Telemundo local markets? That's theNBC O&O hubbing strategy, which has turned local news into lifestyle programming.
Luis Alberto Gonzalez - 12/15/2009 1:53:37 PM EST -
Telemundo not only "gets it"...it gets it better than the competition. According to 2006 data, Telemundo, with less than 10% of the U.S. Hispanic audience, earns over 30% of the total U.S. market share. So Telemundo knows exactly what works on Hispanic television. And while Mexicans are a force indeed in the U.S. Hispanic market, representing over 90% of the U.S. audience, the published data demonstrates that over 20% of Mexicans in the U.S. watch Telemundo and don't mind watching a Uruguayan-American, a Cuban-American or anybody else of any etchic background.
martin alianelli - 12/15/2009 11:17:04 AM EST -
Telemundo just does not get it.
The US Hispanic TV market is comprised of a majority of Mexican and Mexican-American viewers.
Sevcec an Uruguayan, though a fine journalist, never garnered an appeal for the core audience is now being replaced by a Cuban-American who will not improve their ratings.
Under the helm of NBC for the past 6 years this company has had plenty of time to correct its mistakes but seems to be digging itself deeper in the hole.
Hispanic TV consultant - 12/14/2009 9:29:54 PM EST
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