Univision Preps 'Vidas Cruzadas' for Web | Adweek Univision Preps 'Vidas Cruzadas' for Web | Adweek
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Univision Preps 'Vidas Cruzadas' for Web

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NEW YORK Univision and producers Endemol and Amistad Productions are developing an online telenovela with some big-name talent for 2009.

The network said that the program is designed to incorporate product placements and other integrations, although a representative said no deals have been struck yet.

The "Webnovela" is entitled Vidas Cruzadas (Crossed Lives) and will star well-known Hispanic actors Kate del Castillo and Guy Ecker. Carlos Sotomayor is the producer.

The 15-episode series will consist of three- to five-minute episodes available exclusively to Univision.com users. Vidas Cruzadas will be supported with a dedicated microsite featuring behind-the-scenes videos and photos and interactive features such as blogs, live chats and forums. Other interactive features include a sweepstakes allowing users to act out a scene and upload their videos for a chance to win a cameo in the show.

"This project is yet another example of Univision's commitment to providing our online users with original, premium content which creates innovative ways for our advertising partners to connect with this audience," said Cesar Conde, evp and chief strategy officer, Univision.

"At Endemol, we are committed to bringing quality entertainment to viewers in unique and groundbreaking ways not experienced before," said Joerg Bachmaier, svp, digital media and business development, Endemol USA.