Telemundo | Adweek
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Telemundo

Original content drives growth
  • April 27 2011

Telemundo’s commitment to producing high-quality multimedia content for U.S. Hispanics is delivering powerful results for leading brands and marketers. With multiple platforms to reach the nation’s fastest-growing demographic segment, Telemundo is a robust entertainment, news and sports source, reaching 93 percent of U.S. Hispanic viewers in 210 markets through 16 owned and operated stations, 45 broadcast affiliates and 800 cable affiliates.

“Telemundo is a pioneer in producing original content specifically for the U.S. Hispanic market,” says Don Browne, president. “That gives us a unique opportunity to partner with our clients from the ground up to create innovative and effective strategies for achieving an optimum return on their investment.”

In keeping with Telemundo’s original mission to enrich the lives of Hispanics in the U.S. and audiences worldwide through content that will inform, empower, inspire and entertain, the network recently adopted a renewed brand vision: “To ignite the power of dreams.”

Browne notes that Telemundo’s brand attributes are embodied in the concepts of being provocative, smart and traditional, creating a fresh, dynamic and appealing personality for the network.

Since 2003, Telemundo has transformed itself into the second-largest provider of Spanish-language content in the world, including thousands of hours of scripted programming such as its highly rated novela ¿Dónde está Elisa?

“We now offer content in 35 languages, reaching audiences in 104 countries around the world,” says Browne. “That strategy has helped us drive our media platforms, while controlling our own destiny.”

It has also allowed Telemundo to draw consistently high ratings in its primary television business. In first quarter 2010, Telemundo was the number two Spanish-language broadcast network, with a 13 percent increase yearover- year among viewers age 18-34, according to Nielsen Media Research.

In March, Telemundo became the first U.S. Spanish-language network to broadcast its entire primetime programming slate in high-def. “This was a natural evolution for our network as a premier content producer,” Browne says.

Last year, Telemundo kicked off a yearlong public service campaign “Hazte Contar!” (Be Counted!) to educate Hispanics about the 2010 Census. In addition to special events and broadcast, cable and online campaigns, Telemundo added a Census worker to one of its novelas. “That allowed us to speak directly to Hispanics and reassure them that their Census responses would remain confidential,” Browne says. “It’s also a good indicator of how we constantly strive for relevancy in addressing the U.S. Hispanic audience.”

Today, Telemundo is finding new ways to integrate client brands into original programming across all platforms, beginning in the early content development stages. “To reach viewers today, you have to go beyond spots and dots and be creative from the ground up,” Browne adds. “We offer brands a clean sheet of paper and we partner with them to sketch out their ideas.”

A longtime leader in Hispanic research, Telemundo provides clients with insight into their target consumers through custom proprietary studies that help shape marketing and advertising initiatives. Telemundo’s Pulse Research Center at Universal City Walk in Los Angeles and the network’s partnership with IAG Research play an integral role in helping clients make wellinformed marketing and advertising decisions.

A division of NBC Universal, Telemundo Communications Group’s platforms include Telemundo, a Spanish-language television network; mun2, a leading voice for bicultural Hispanics, reaching more than 34 million TV households nationwide; Telemundo Digital Media, which leverages Telemundo’s original content for distribution across digital platforms including mobile devices, and www.telemundo.com, www.holamun2.com and Telemundo Internacional, the company’s international distribution arm. For more information, see www.telemundo.com

 


 

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