Telemundo Unveils 2010-2011 Lineup

NEW YORK: A slate of original telenovela productions headline Telemundo’s 2010-2011 prime-time programming grid, which was unveiled to advertisers yesterday.

“Five years ago almost to the day, I made a promise to the advertising community that Telemundo would produce quality, original scripted content for U.S. Hispanics," said Don Browne, president of the U.S. Hispanic broadcasting group. "Over 50 original productions later, along with record-breaking ratings performances, Telemundo has clearly established its position as the first Spanish-language network in the U.S. to produce quality original programming for Hispanics living in this country. Producing and owning our content has allowed us to embrace changing technology, create partnerships with clients and advertisers and use our international reach and multi-platforms to grow with our rapidly expanding Hispanic audiences."

The Monday to Friday prime-time novela lineup includes: El Fantasma de Elena (Elena’s Ghost) from Humberto “Kico” Olivieri; Casanova Sin Amor (Loveless Casanova), an original telenovela by acclaimed writer Gustavo Bolivar; the Grey’s Anatomy adaptation A Corazón Abierto (An Open Heart), written by Fernando Gaitan (creator of Betty la Fea) and produced by Disney; and La Reina del Sur (The Queen of the South), based on the bestselling book of the same name by Arturo Pérez-Reverte.

At the breakfast presentation, Telemundo also introduced Eventos Telemundo, which aims to deliver consumer events such as talent tours and the Club de Noveleras, where fans are able to interact with their favorite novela stars. “Our 360° client approach meets the needs of our partners across all media platforms, offering them the flexibility, customization and results that are unique only to Telemundo as a result of our original content model and comprehensive research capabilities," noted Mike Rodriguez, senior VP of network sales and marketing. "The launch of Eventos Telemundo brings the total 360° experience full-circle.”