July 12, 2011 3:15pm PT by Jethro Nededog
'Desperate Housewives' Eva Longoria and George Lopez Host Alma Awards Return on NBC Primetime
NBC announced Tuesday that it’s airing this year’s NCLR (National Council of La Raza) ALMA Awards as a primetime special on Friday, September 16 at 8:00 p.m.
“NBC is proud to join with the NCLR ALMA Awards so that we can recognize the outstanding achievements of Hispanic artists with this national showcase,” says the network's Alternative Programming EVP Paul Telegdy. “As a company, NBCUniversal encourages diversity at every level of the entertainment industry, and serving as the new home for this awards show will help further realize that goal.”
Hosted by Desperate Housewives star Eva Longoria and actor, comedian, and talk show host George Lopez, the awards return to air after the ceremony was canceled last year when it didn’t have a broadcast partner.
The 2011 awards are executive produced by Longoria, Bob Bain and Janet Murguía. NBCUniversal and its parent company, Comcast Corporation, will contribute to the production costs of the awards show. PepsiCo will serve as the event’s premier sponsor.
NBCUniversal’s Telemundo and mun2 will also feature ALMA Awards coverage across all of their platforms.
The company’s push for the awards show may be indirectly connected to NBCUniversal and Comcast’s pledge to represent more minority programming and representation when its merger was being considered for federal approval last year.
Email: Jethro.Nededog@thr.com; Twitter: @TheRealJethro
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