Hispanic Networks: Ready for Prime Time

Like a beautiful, bodice-ripped starlet chewing up the scenery on a telenovela, television’s top two major Hispanic networks plan to draw extra attention in this year’s upfront marketplace. That’s a welcome plot twist for media buyers involved in the upfront melodrama.

Univision started its push at an extravaganza at New York’s Jazz at Lincoln Center earlier in May featuring Latino superstar Ricky Martin and a glimpse of new offerings on the horizon. Telemundo, meanwhile, began wooing buyers through March meetings in Miami using a blend of glamorous talent and what its executives believe is a strong story line about the growing Hispanic demographic.

Univision

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