For some reason, every Spanish-language network seems to want the same thing for Christmas: a rethink.
NBCUniversal's growing broadcast network Telemundo, Univision's smaller broadcast network Telefutura (now UniMas) and even CNN are undergoing major changes this winter—the first two have unveiled full-blown rebrands, while CNN is piloting a Spanish-language programming block in Los Angeles.
All three are working hard at making sure their programming targets U.S. Hispanics, especially the ever-growing contingent of bilingual Americans in the second and third generations who aren't necessarily looking for programming that reminds them of life outside the United States.
It's a trickier proposition than many neophyte marketers and distributors imagined.
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