Topical telenovela, PSAs augment Telemundo sked

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Telemundo executives said Monday that its new primetime telenovela "Sin Tetas No Hay Paraiso" (Without Breasts, There Is No Paradise) is intentionally but constructively provocative.

The show, which begins in June, is from a best-seller by Gustavo Bolivar based on real events. It follows a young woman who flees her homeland but finds new dangers in her new country, including forced surgery. It is, as Telemundo marketed it at its upfront press breakfast Monday, "a story of a good girl who made bad choices to escape a life of poverty."

Network president Don Browne said that the telenovela features topics that are ripped from the headlines and are of great concern to the community. It's paired with public-service announcements and pro-social campaigns to inspire change.

"It'll cause people to talk about issues that need to be talked about," Browne said. A project based on the book is in development at sibling network NBC, though Telemundo is further along.

"Sin Tetas" was one of five new primetime novelas shown Monday, along with "Por Que Diablos" (Why the Devil?), "Amor de Madre" (A Mother's Love), "Lola Calamidades" (Calamity Lola) and "El Juramento" (Secret Lies). They join "El Clon," a telenovela being produced by Telemundo Studios in Colombia and TV Globo.

Also at its briefing, Telemundo unveiled further details of an effort it's calling "concept integration," which will allow advertisers to get in on the ground floor of program development. Telemundo can do that because it owns its content and is able to sell the show — and the product placement — internationally. The idea is making the rounds of media agencies after presentations this year by ad sales chief Michael Rodriguez and others. (partialdiff)
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