Univision Showcases 2008-09 Lineup

NEW YORK, May 15: At a
presentation in New York City, U.S. Hispanic broadcasting giant Univision
unveiled its 2008-09 programming slate and touted its 360-degree marketing
solutions for advertisers.

“This year’s Upfront is
not about marketing to Hispanics, but about marketing itself,” said Joe Uva,
the CEO of Univision. “It’s about the gap between the true power of the
Hispanic consumer to grow brands and those advertisers who have yet to realize
that a marketing strategy that is not fully committed to the Hispanic consumer,
is hardly a winning strategy.”

Univision presented client
testimonials attesting to the positive results it has achieved for the likes of
AT&T, Ford, General Motors and Miller Lite. The presentation also outlined
the benefits of the recently introduced Fusion research tool, created in
partnership with Nielsen Media Research and designed to help clients target
consumers more efficiently and quantify their return on investment.

The broadcasting group
also showcased its new environmental initiative, “Piensa Verde, Actúa Verde” (Think Green, Act Green), a
company-wide effort to educate viewers on the importance of protecting the
environment. A number of popular programs will have “green” content, including Premios
Juventud, Primer Impacto and Galavisión’s most popular entertainment,
lifestyle and news programs such as Acceso Máximo and En Profundidad.

Highlights of Univision’s
telenovela slate include Televisa titles like Las Tontas No Van al Cielo
(Dumb Girls Don’t Go to Heaven),
Tormenta en el Paraíso (Storm Over Paradise), Querida Enemiga (My Dearest Enemy) and Alma de Hierro (Soul of Steel).

For the first time,
TeleFutura will premiere two prime time novelas: Doña Bella (Lady Bella) and Azúca.

On the series front,
Univision is showcasing La Rosa de Guadalupe (The Rose of Guadalupe) and Central de Abasto (Farmer’s Market), while Galavisión is highlighting Fiscales
(District Attorneys).

Unscripted content is also
key to the Univision networks. The flagship Univision will present next year Viva
el Sueño! (Live the Dream!), a 13-week competition that showcases Hispanic
performers who have recording contracts, but need just one big break to achieve
stardom. TeleFutura is introducing a family-friendly game show with Dame la
Pista (Give Me a Clue). And new
for Galavisión’s is ¡Yo Cocino Mejor que mi Suegra! (I Cook Better than My
Mother in Law!).

—By Mansha Daswani