With new Telemundo president Luis Silberwasser announced to start at the network in August just hours earlier, Telemundo and sister net Mun2 took Tuesday’s upfront presentation in New York with an aggressive slate of news — particularly that the pair plan to add more than 800 hours of new original and multiplatform programming over the course of the 2014-15 season.
“With our continued commitment to high-quality content and innovation, new leadership at the helm of the Telemundo network and mun2 [recently appointed president Ruben Mendiola], and the power of NBCUniversal, no other media company is better positioned now and for the future to grow and super-serve our audience, our advertising partners and our distributors,” said NBCU Hispanic enterprises and content chairman Joe Uva.
On the fall roster for Telemundo are five previously announced telenovelas — Senora Acero, Los Miserables, Duenos del Paraíso, Tierra de Reyes, El Jardinero — and two new reality shows: Yo Soy El Artista and Miss Latina Universo.
Sports is also a key point of emphasis. Starting next year, Telemundo and Mun2 become the Spanish-Language home of FIFA World Cup, with more than 550 hours planed across platforms. (That’s too late to reap the ratings benefit from this summer’s upcoming World Cup in Brazil — that will be broadcast on Univision.)
The boon of soccer is being stressed with media buyers.
“Now that Telemundo and Mun2 are fully integrated into the world of NBCUniversal, there has never been a better time for marketers to connect with Hispanic consumers with unprecedented scale and power, regardless of language,” said Telemundo Media executive vp advertising sales Mike Rosen. “That is why our ‘Total Market Innovation’ approach is so special, as no media company delivers on the promise of ROI like NBCUniversal, the most uniquely diverse, game-changing media company in the marketplace, now and in the future.”
As for digital, an opportunity stressed differently from network to network in New York this week, Telemundo has signed a first-of-its-kind video partnership with Mashable. The deal will put Mashable video constant, in English and in Spanish, on all Telemundo’s online video, on-demand and social media plafrorms. It includes original content on culture and tech news that will exist on both Telemundo and Mashable.