NBCU’s Luis Fernández Talks Telemundo Content Strategy

Luis Fernández, chairman of NBCUniversal Telemundo Enterprises, delivered a keynote at Content Americas during which he discussed the company’s evolution and strategy to produce and deliver culturally relevant entertainment, news and sports content to the Latino community across all platforms.

The executive kicked off the conversation by discussing the company’s business results for 2024, stating: “I don’t like to focus on triumphs; I only believe in consistent, day-to-day hard work. What truly stands out about 2024 is the extraordinary teamwork made possible by the outstanding people in every department at Telemundo. We’ve implemented many important changes in areas like news and sports and the restructuring and organization of Telemundo Studios. However, none of this would have been possible without collective effort and collaboration. The biggest highlight of 2024 is that we successfully met our budget, which is a significant achievement. As for ratings, we’re also pleased with the results.”

The conversation then shifted to the company’s content strategy and how it can evolve moving forward. “Our main priority is to remain relevant,” said Fernández. “We are highly competitive, and of course, I’d love for us to be number one every day and in every time slot. However, the most important thing, given the Latino community we serve, is maintaining that relevance. Secondly, we need to focus on securing the future. It frustrates me deeply to hear people in the industry repeatedly claim that we are in decline, whether in rankings or ratings. If we ever get to that point, it will be because we failed to adapt effectively to change.”

He explained that it is important to adapt, but “not just adapt for the sake of change,” but to improve and implement new approaches. “For instance, looking at changes and audiences in 2024, Telemundo’s 6:30 p.m. newscast was the only one—whether in English or Spanish—across CBS, ABC, NBC, Univision and Telemundo that succeeded in growing its audience. This proves that growth is achievable. Now, our responsibility and objective will be to sustain that growth and keep moving forward.” 

Talking about content and the type of productions the company is looking for, Fernández noted, “Telemundo Studios, which has been on a successful streak for quite some time, carries that success in Telemundo’s DNA. What do we look for in scripted content? Stories that resonate and captivate, sparking passion among both Latinos in the U.S. and industry professionals throughout Latin America. A prime example of this commitment is Velvet, which perfectly embodies the essence of what Telemundo Studios strives to deliver.” 

Fernández added, “With Velvet and more productions underway, we continue [demonstrating our commitment to quality content]. I remember that last year, there was an idea that Telemundo had stopped producing, which is completely false. Telemundo wants to change the world, and I’m convinced we have a future because we continue to be relevant. Television, as we understand it today, is still alive.”

Regarding content investment for this year, besides Velvet, Fernández mentioned that the company will be programming a daily live sports show. “These are major investments for the company, not just because we believe in the value of sports and live television,” he said. “But also because we are determined to keep progressing and expanding. A prime example of this is the launch of Noticias Telemundo AHORA in 2024, which underscores our commitment to staying ahead and achieving continued success.” 

As for programming in 2025, Fernández explained, “There will be changes in our reality show lineup: two will be removed, but new ones will take their place. We continue to grow, and while some might claim these are challenging times, we believe this is the perfect moment to invest in Telemundo. Our goal is to secure the future, and the way to achieve that is through strategic investment.”

“At Telemundo Studios, everything revolves around the new commitment to scripted content,” he said. “With productions like Velvet, La Jefa and others, we are working on innovative projects. I believe three or four of these are set to air on Telemundo, while others are being developed for platforms and third parties such as Disney, Warner Bros. Discovery and Netflix. When it comes to unscripted content, we are expanding live programming hours, which is essential.”