Cesar Conde, chairman of NBCUniversal International Group and NBCUniversal Telemundo Enterprises, took part in a NATPE keynote conversation with World Screen’s Anna Carugati, weighing in on storytelling for the U.S. Hispanic audience and revealing the strategies Telemundo has employed to drive ratings gains.
Carugati began the session by asking Conde about the gains at Telemundo. “It’s been an exciting year,” Conde said. “We’re going through a transitional time in our industry and it’s been wonderful to see so many of our colleagues trying to innovate and think out of the box. For us at Telemundo it has been a wonderful few years.”
The transformation of the U.S. Hispanic broadcaster began in 2016 he said, when in the summer it became the number one Spanish-language network in weekday prime. Last year saw Telemundo building on that momentum. “Our investments and our strategies are beginning to bear fruit. We still have a lot of work to do, but it’s good momentum. One of the untold media stories is that Telemundo this past season also finished as the number five broadcast network in the 18-to-34 demo in all languages. That’s an important development.”