Telemundo alters upfront

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MEXICO CITY -- NBC Universal's Telemundo said Tuesday that it will forgo its traditional upfront in New York and take its presentation on the road as the Spanish-language broadcaster looks to develop a closer relationship with regional clients.

The unprecedented decision to go with the new model was based on Telemundo's successful development meetings held last year in Miami that allowed clients to take a more active role in the development process. Rather than having the advertisers go to New York in May, Telemundo will go to them beforehand.

"Our industry is in a rapid period of change, and Telemundo continues to find ways to grow and evolve by partnering with our clients from the ground-floor up," Telemundo president Don Browne said. "Our new go-to-market strategy will make our advertisers part of (the development) process and provide them with a unique sales proposition that allows us to create and design mutually beneficial advertising campaigns."

The meetings will take place in key regional markets nationwide, giving advertisers a first look at Telemundo's fall lineup. Telemundo will wrap its regional meetings with the participation of major clients at the Billboard Latin Music Awards on April 10 in Miami. Additionally, Telemundo will be part of a May 12 event that will showcase NBC Universal's offerings.

Meanwhile, rival broadcaster Univision will be staying put in New York for its annual upfront presentation. The nation's leading Spanish-language media company will hold the event May 14 at Lincoln Center. Media buyers will see programming and sales presentations for Univision, TeleFutura and Galavision networks as well as for online components.

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