Telemundo Studios’ Javier Pons on Serving the U.S. Hispanic Audience

During the second quarter of this year, NBCUniversal Telemundo Enterprises promoted Javier Pons to chief content officer and head of Telemundo Studios, reporting to Luis Fernández, president of NBCUniversal Telemundo Enterprises.

In his new role, Pons, who joined the company as executive VP of Telemundo Studios in 2024, now also oversees the network’s entertainment division. Along with leading scripted content development and production, he is responsible for unscripted programming, including reality shows, daily formats and live specials.

Pons speaks with World Screen about how Telemundo serves different segments of the U.S. Hispanic audience, the value of live programming, the company’s expansion into vertical dramas and more.

WS: The U.S. Hispanic market is diverse and multifaceted, made up of different age groups, Spanish speakers, bilingual viewers and younger generations who speak only English. How are you serving each of these groups, and what viewing trends are you seeing?
PONS: Hispanic audiences are not monolithic; they represent a mosaic of cultures, languages and generations. At Telemundo, we see that diversity as our greatest strength. Our content strategy reflects the full breadth of the Latino experience, from original Spanish-language productions to bilingual, culturally relevant stories that also resonate with English-speaking audiences.

At Telemundo Studios, authenticity drives everything we do. We tell stories that celebrate our roots while reflecting today’s Latino identity: modern, connected and global. Audiences are looking for content that feels real, aspirational and close to their everyday lives.

In addition, Hispanics are leading the transformation of content consumption. They spend 56 percent of their TV time on streaming, compared to 46 percent for the rest of the population, while maintaining a strong connection to broadcast. Younger audiences in particular are mobile users and actively engage across multiple platforms. We aim for Telemundo to be a cultural meeting point where all Hispanic viewers, regardless of language or generation, feel represented.

WS: How does Telemundo compete with streaming services? What are the advantages of offering live programming, considering that some streamers are also adding live events, especially sports?
PONS: At Telemundo, we’re pursuing a proactive strategy based not on competition, but on collaboration, innovation and expanding our cultural reach. We’re constantly evolving to reach audiences on every screen, developing new formats such as miniseries, docuseries and films designed for streaming and multi-platform distribution, maximizing the presence of our stories across all screens. Live programming continues to be one of our greatest strengths. We produce more than 5,000 hours of live content each year, connecting with audiences in real time through news, entertainment and sports.

The 2026 FIFA World Cup is the perfect example. We don’t just broadcast the matches, we create a shared cultural moment for millions of Latino fans under the slogan El mundial es nuestro (“The World Cup is ours”). That sense of connection and collective celebration is something no on-demand platform can replicate, and that’s where Telemundo continues to make a difference.

WS: Telemundo was one of the pioneering companies in the U.S. Hispanic market to bring original productions to its screen, launch “super series,” and develop its own IPs. That’s been the case with El señor de los cielos, which ran for nine seasons, and the recent launch of its spin-off Dinastía Casillas. Do you plan to continue in that direction? Are you interested in acquiring existing IP?
PONS: Absolutely. The creation of original IP is at the heart of our strategy at Telemundo Studios. We believe the future depends on developing our own stories and characters—content that connects with today’s audiences while also building long-term value for the brand. Franchises like Dinastía Casillas demonstrate the strength of original IPs that evolve over time and maintain the interest of different generations. That’s the creative ecosystem we aim to strengthen, one where successful properties grow organically and expand across multiple formats and distribution windows.

We will continue to prioritize original production for both linear and streaming, while remaining open to strategic partnerships or acquisitions that complement our creative vision.

WS: How are you working to ensure that each of your original productions is available across various distribution windows? And what role does exclusivity continue to play?
PONS: Every Telemundo Studios project is conceived from the start with a multiplatform strategy in mind. Our series typically premieres on Telemundo and later moves to Peacock, giving audiences access both on broadcast and streaming.
From the development stage, we design stories that can live across different environments, television, digital services, or social platforms like TikTok or the Telemundo app, to connect with audiences wherever they are.

We also collaborate with global partners such as Netflix, Disney, and Amazon to broaden the reach of our productions. While exclusivity remains important for flagship titles or premiere windows, our main focus is on accessibility and audience expansion. We want Telemundo content to flow naturally across platforms, always maintaining the quality and creative consistency that define us.

WS: When developing a scripted production, do you approach it from a local-to-global perspective, or the other way around?
PONS: We always start with the audience we know best, the U.S. Hispanic community, but we conceive each project with a global vision from day one. The authenticity of our local stories gives them strength, while their universal themes and high production values allow them to transcend borders.

Telemundo has a long tradition of creating content that travels well, and that’s no coincidence. We design every story to connect emotionally at a local level and naturally expand to international audiences through our platforms and partnerships. It’s not about choosing between local or global; it’s about integrating both approaches to create stories that are culturally grounded and globally relevant.

WS: How are you working to attract and retain talent on and off camera? Are you looking to establish exclusive deals with creators?
PONS: At Telemundo Studios, we’re committed to building a creative ecosystem that attracts, develops, and retains the best Hispanic talent, both on and off camera. Our strategy is based on giving creators the space, resources, and mentorship to tell authentic stories that connect with audiences. A recent example is our new partnership with the University of Miami to create podcast programs, a pioneering initiative that connects student creators with Telemundo’s production and distribution platforms. It’s a way to foster the next generation of bilingual storytellers and strengthen South Florida’s creative community.

We want creators to see Telemundo Studios as a place where their ideas can grow and their voices heard. We want their work to reach global audiences.

WS: Recently, you announced that you will be expanding your production of alternative content to short-form vertical episodes. When do you plan to release the first titles, and do you intend to adapt or re-edit successful titles for this type of consumption?
PONS: We will launch our first title in this new mobile format before the end of the year: María, Mother of God, which has just completed filming in Miami. It is the first biblical series created in vertical format and was co-produced with VIP 2000 TV. It is part of a slate of four titles, with María, Mother of God as the flagship project.
This slate will include original productions as well as reimagined versions of hits like Armas de mujer and Diario de un gigoló, offering fans a new way to enjoy our stories, shorter, more dynamic, and tailored for mobile consumption. Our goal is to evolve while maintaining the quality and excitement that distinguish Telemundo content, no matter the screen or format.

WS: Regarding entertainment reality shows, Telemundo has adapted successful formats such as Top Chef VIP, La casa de los famosos, and La voz, among many others. How do you balance this offering with your original productions, such as telenovelas and series, as well as acquired titles?
PONS: We aim to offer a balanced programming lineup that reflects the full diversity of Hispanic entertainment. Realities like La casa de los famosos, Top Chef VIP and La voz generate significant real-time engagement and conversation, while our original productions, from super series to new mobile formats, consolidate Telemundo’s storytelling legacy. Added to this are strategic acquisitions that bring freshness and variety to our lineup. It’s all part of a single strategy: making Telemundo the number-one destination for Spanish-language entertainment.

WS: You recently announced a deal with The Mediapro Studio US & Canada to jointly develop and produce original films aimed at U.S. Hispanic audiences and international markets. How did this agreement come about? Could this collaboration expand into other genres? Are you looking to pursue more partnerships with collaborators that complement the work you’re already doing?
PONS: This partnership developed very naturally. Telemundo Studios and The Mediapro Studio share the same vision: creating high-quality stories with cultural relevance for Hispanic audiences in the U.S. and around the world. After collaborating on Atrápelo quien pueda, we saw strong creative synergy and a real opportunity to build a content portfolio that reflects Latino voices and experiences.
While we’re starting with original films, there’s great potential to expand into other genres and formats. At Telemundo, we seek partnerships that complement our strengths and allow us to scale our production capabilities globally. This collaboration is just the beginning.

WS: The first project from this partnership, which also involves Cinépolis, is Atrápelo quien pueda, a Spanish-language romantic comedy currently being filmed in Colombia with Cimarrón. How many projects do you expect to produce each year? Will each film from the Mediapro partnership debut in theaters? And regarding distribution in the U.S., will Telemundo serve as the primary window?
PONS: Atrápelo quien pueda marks the start of a slate of Spanish-language films that will showcase the creativity, humor, and depth of Latino stories for audiences in the U.S. and around the world. We expect to produce several titles each year as part of this collaboration.

Each project will have its own distribution path: some, like Atrápelo quien pueda, will premiere in theaters, while others may be released through Telemundo’s platforms or those of international partners. The goal is for each film to reach its audience in the most effective way, with Telemundo leading distribution in the U.S. as part of the strategy.

WS: What can you highlight about the production services you offer to third parties? What synergies exist with Underground Producciones?
PONS: Production services for third parties are an essential part of Telemundo Studios’ strategy to expand our creative reach. In addition to our own programming, we increasingly collaborate with external partners to develop premium Spanish-language content across various formats.

The integration with Underground Producciones adds significant value. Their expertise in high-quality storytelling and character-driven narratives perfectly complements Telemundo’s scale, infrastructure, and global reach. Together, we offer partners a complete production ecosystem, from concept to final delivery, solidifying Telemundo Studios as a leading creative hub in the Hispanic world.

WS: What will you be focusing on in the coming year?
PONS: Looking ahead to 2026, our focus is on redefining what Spanish-language storytelling can be, in terms of format, tone and scope. We want to create stories that flow across screens: a super series that succeeds on streaming, a docuseries that sparks online conversation or a film that connects with Latino audiences globally.

Our priorities are clear: expand the creation of original IP, strengthen creative partnerships and innovate in production and distribution. Telemundo Studios will continue to be a space where ideas grow, talent flourishes and Latino stories are told with the ambition, quality and relevance they deserve.