Univision.com & Endemol partner to create interactive Novela with Kate del Castillo & Guy Ecker.

Univision Online, Inc. and Endemol are partnering along with Amistad Productions to produce the interactive, star-studded webnovela “Vidas Cruzadas” (Crossed Lives). Featuring the eagerly anticipated on screen reunion of megawatt superstars Kate del Castillo and Guy Ecker, the webnovela was created by Estela Sainz and will be produced by renowned executive producer Carlos Sotomayor. “Vidas Cruzadas” will premier exclusively on Univision.com in 2009.

“We are thrilled to partner with first-class content producer Endemol and superstars Kate del Castillo and Guy Ecker to bring Univision.com users a one-of-a-kind interactive webnovela experience,” said Cesar Conde, EVP and chief strategy officer, Univision Communications Inc. “This project is yet another example of Univision’s commitment to providing our online users with original, premium content that creates innovative ways for our advertising partners to connect with this audience.”

“Vidas Cruzadas” will be developed with extensive product placement and organic integration options, giving advertisers the opportunity to associate their brands with some of the most popular talent in Spanish-language media today. The webnovela, as well as its mobile extension, will provide marketers with opportunities to interact with Del Castillo’s and Ecker’s huge fan base.

“At Endemol, we are committed to bringing quality entertainment to viewers in unique and groundbreaking ways not experienced before,” said Joerg Bachmaier, senior vice president of Digital Media and Business Development at Endemol USA. “It is with great enthusiasm and support that we have partnered with such a respected name as Univision and together we look forward to bringing online audiences closer than ever to their favorite programming.”

“Working with Carlos, Guy and Estela has been great. I think we share a common vision of what we would like to see produced for the Spanish-language audiences,” says Del Castillo.

This 15-episode webnovela will consist of three to five minute episodes and will be available to Univision.com users for free. “Vidas Cruzadas” will be supported with a dedicated microsite featuring behind-the-scenes videos and photos and interactive features such as blogs, live chats and forums. Other interactive features include a sweepstakes where users will be able to act out a scene and upload their video for a chance to win a cameo appearance in the webnovela. The microsite will also include trivia, polls, local tie-ins and exclusive cast interviews.