Telemundo Unveils New Lineup

NEW YORK: NBC Universal-owned Telemundo held its Upfront in New York this morning, where it unveiled its 2009-2010 original programming lineup and a new branding strategy, dubbed "To ignite the power of dreams."

In weekday prime time, new originals on the slate include Niños Ricos, Pobres Padres, about a beautiful 17-year-old immigrant girl and her mother, who are forced to move from the U.S. to Mexico City to live with a wealthy aunt. Perro Amor is the story of two cousins and lovers: Antonio and Camila. Rosalinda y Primitivo focuses on two half brothers born under wildly different circumstances. Reina del Sur (Queen of the South) is set in the world of drug trafficking. Victorinos begins with three men born on the same day and each of them named Victorino. El Clon (The Clone) is adapted from Globo’s hit Brazilian novela and focuses on Jade, a beautiful woman born to Moroccan parents who is forced to move to Morocco after the death of her mother.

“Telemundo’s record-breaking ratings performance is providing our advertisers and clients an exceptional value proposition through our high-quality original content and multiple media platforms,” said Don Browne, the president of Telemundo. “Hispanics continue to grow in economic and political power and we are growing with them, outpacing any other major network regardless of language. We’re looking forward to working with our clients to tap into this growth and maximize their investments.”

Telemundo touted its "client-centric strategy," delivering custom marketing and advertising solutions across all platforms and all demos through the Telemundo Group, consisting of broadcast, cable, digital, local stations, events, mobile and research segments. “The Telemundo Group was created to better engage and serve our clients and partners across all our media platforms,” said Jacqueline Hernández, COO. “Telemundo offers advertisers the most cutting edge, timely, customized, integrated research and marketing solutions available to provide them with the information they need about their target consumers and how best to reach them; delivering the maximum return on their investment as well.” 

The Upfront presentation also focused on the network’s ability to deliver "seamless" product integration and branded entertainment solutions, with clients consulted before story lines are written. Mike Rodriguez, the senior VP of network sales and marketing, noted: “Telemundo’s innovative programming model continues to be the best tool for offering our partners the most effective multiplatform customization and integration programs. By growing our reach among key demos, increasing their engagement through our original content, and optimizing our clients’ investment with the right mix, we are able to maximize our clients’ return on investment while connecting them directly and efficiently with their target consumer across all touch points, beyond the traditional spot.”