Programming

Telemundo Media Hopes to Capture 'Duality' of Hispanic Audience

A rebrand, six new novelas and a talent competition series are set to launch this year 5/21/2012 12:01:00 AM Eastern

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Telemundo Media will
rebrand itself this fall to better
convey the "duality" of
Hispanics living in the U.S.

After conducting an intensive research
study, Jacqueline Hernandez,
COO of Telemundo Media, said the
network found that Telemundo viewers
are "here [in the U.S.], but very
connected...to our countries of origin."
The rebrand, which positions
itself with the motto, "Latino soy, aquí­
estoy (I am Latino, I am here)," includes
a new logo and a return to the
unscripted space.

Pushing to overtake Univision as the leading Spanishlanguage
broadcast network, and carrying the support
of NBC and Comcast, Telemundo has added three reality
competition series, six new telenovelas and comprehensive
coverage of the upcoming London Olympics.

"We are making [changes] not only in primetime, but
we are bringing new formats and new genres for the
whole daytime," Emilio Romano, Telemundo president,
said of the network's plans.

Telemundo will play off of NBC's popular competition
series, The Voice, with its own La Voz: Niños (The Voice:
Kids
). The series will give children the chance to compete
against one another in a singing contest, with celebrity
mentors and battle rounds much like its Englishlanguage
counterpart. Yo Me Llamo (My Name Is) and
La Boda de tus Sueños (The Wedding of Your Dreams) will
also join the reality fare.

Again benefiting from NBC, Telemundo
will have "the most ambitious coverage
of the Olympic Games for the U.S.
in the Spanish language," Romano said,
featuring more than 170 hours of original
content brought from the Games in
London. Telemundo Media will provide
content to both its broadcast network
and bilingual cable channel mun2, along
with live streaming of its broadcast coverage
on Telemundo's Olympics Website.
Telemundo will also air features about
the Hispanic athletes competing in the
Games, most prevalently on mun2.

The network also touted its recently acquired FIFA
World Cup rights -- which kick in in 2015 -- as "the
most valuable media asset in the world, and the definition
of a game-changer," Romano said.

The network's new telenovelas include El Rostro de
la Venganza (The Face of Revenge), El Señor de los Cielos
(The Lord of the Heavens), La Patrona (The Patron), Pasión
Prohibida (Forbidden Passion), Fina Estampa (Fine Pedigree)

and a serialized biography of Mexican singer José
José called Nace un Idolo (An Idol Is Born). Telemundo
has also acquired the rights to produce a sequel to La
Reina del Sur
, the network's highest-rated novela, which
aired last year.

Meanwhile, mun2 will introduce new reality shows
Jenni Rivera Presents: Chiquis 'n Control and Larrymania,
as well as car enthusiast show DUB Latino.

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