By Joe Schramm, President, Schramm Marketing Group and Producer, Hispanic Television Summit

How the pandemic has impacted TV viewing among Hispanics is a topic that Romina Rosado, the SVP of entertainment and content for NBCUniversal Telemundo Enterprises is prepared to address during her keynote interview Thursday, September 24 at the upcoming Hispanic Television Summit.

Rosado will point out the impact of COVID has meant that everyone in a household was at home at the same time, and they had more available time to watch tv together. “We saw an increase in family co-viewing,” said Rosado who sees the changing appetite among Hispanic audience segments to be shifting toward a desire to watch more fun and family-oriented content.  She continued, “Viewers sought out programming that was not too violent.  We discovered they were drawn to our popular competition weeknight program, Exactlon.”   

The pandemic has also impacted the schedule.  Production was shut down in some of the countries where Telemundo’s content is produced.  For example, the new reality competition series, El Domo del Dinero was expected to launch months ago but production was stopped to adjust for social distancing. The program will now launch in the coming weeks.   Similarly, the Billboard Latin Music Awards, traditionally presented in April were moved to October.

Rosado will also address other topics during her keynote interview, conducted by Tom Umstead, of Multichannel News.   One of her goals, she said is to achieve “diversity in the team, and diversity on the screen.” Rosado continued, “Representing the diversity within the Hispanic community is critical.  We have already achieved a 50%+ gender balance in favor of women.”   She will also speak about Telemundo’s focus on news coverage of the November election as well as the network’s community efforts to drive voter registration among Latino youth and encouraging viewers to complete the census.

Rosado’s interview is on Day 4 of this year’s virtual presentation of the Hispanic Television Summit.  The summit is presented by Broadcasting & Cable and Multichannel News and produced by Schramm Marketing Group. It runs over four days, Monday, September 21 through Thursday, September 24, with daily 90-minute segments, each starting at 12 p.m. ET.  Register to attend the Hispanic Television Summit.  It is free.  To learn more about this year’s event, or to register, go to  

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