Upfronts 2010: ‘Grey’s’ Remake, Lovesick Network Bosses in New Telemundo Slate

Spanish-language giant says future is ‘Now’ for Hispanic community

By Michael Malone -- Broadcasting & Cable, 5/13/2010 11:21:34 AM

Upfront Central: Complete Coverage from B&C
Telemundo presented a batch of new programs and strategic developments at an upfront breakfast Thursday morning (May 13) in New York, the Spanish-language network stressing that the 2010 Census' findings will show just how substantial a presence the Hispanic community has in the U.S. With a large and growing reserve of original programming, Telemundo is increasingly working with advertisers to get their marketing message into the network's programs. Telemundo described its all-platforms, all-the-time approach as the "New Now."

Thursday's developments include linking viewers directly to the creative minds behind their favorite telenovelas through real-time social media, streaming Telemundo's trademark novelas on the web with English subtitles, and partnering with MSN to offer a high definition broadband video player on Telemundo.com.

The rookie programs for 2010-2011 include El Fantasma de Elena, a dark drama about a woman haunted by the ghost of her husband's dead wife; Casanova Sin Amor, a romantic novela about a network president and his courtship of a poor young actress ("He's rich, and he owns a top-rated network," went the voiceover tease); A Corazon Abierto, a Grey's Anatomy­-based hospital drama about a cadre of attractive young surgeons in Texas; and La Reina del Sur, a Kate del Castillo-starring crime drama centered on a sexy female drug trafficker who packs a pistol in her purse.

A Corazon Abierto debuts at 7 p.m. May 17, as Telemundo extends its primetime to the 7 p.m. hour.

The newbies on Telemundo cable sibling mun2 include Jenni Rivera Presents Chiquis and Raq-C, a reality show about the daughter of Mexican music icon Rivera, and her Hollywood running mate Raq-C, a popular radio personality.

Telemundo COO Jacqueline Hernandez said mun2's target audience is YLAs: Young Latino Americans.

Browne, a former NBC News executiveVP, said Telemundo will increase its news presence, both nationally and on its local stations. Citing Arizona's new immigration law, Browne said it's a critical time for the Spanish-language news media to be on top of its game, and pointed out that Telemundo was the lone major network to send a reporter to Arizona when the controversial legislation was passed.

"News is my passion point and it's really the core values of who we are," he said.

Telemundo is part of NBC Universal.

The Telemundo execs shared figures showing that Hispanic immigration in the U.S. has actually declined from a high point in 2006, a result of the recession and stricter border patrol. But Browne said the Census results, which are scheduled to be delivered to President Obama in December, will show just how much a part of the U.S. fabric the Hispanic community is.

"When the Census is manifested, it's going to be game-changing," he said.