Telemundo Celebrates Around The Clock Success.

Telemundo announced that the programming strategy presented at the 2003-2004 UPFRONT and launched with “La Cenicienta” and “Amor Descarado” in September attracted a significantly larger audience than last season. The network announced today that their competitive position has significantly improved. Analysts that compared ratings in January 2004 to the first quarter of 2003 have noted that Telemundo gained 16 share points while the combined Univision networks lost 16 share points*.

Since the launch of “Pasión de Gavilanes” in October and “El Alma Herida” in December, the entire prime-time block on Telemundo has seen ratings soar and the network is now in the strongest position it has been in for years. During the week of January 12, 2004, both “Pasión de Gavilanes” and “Amor Descarado,” the network’s 7PM and 8PM novelas, respectively, delivered season high ratings among key target audiences Adults 18-49 and Adults 18-34. And, “El Alma Herida” continues to maintain its record-setting delivery as the highest-rated 9PM novela, among Adults 18-49, in Telemundo history.

According to the network’s President and CEO, James McNamara, “We are delivering on the network’s commitment to viewers to produce original programming for U.S. Hispanics, and our audience is giving us rave reviews.”

– The ratings growth is even more significant when measured against the comparable year ago period. In January 2004, Telemundo’s M-F Prime Adults 18-49 rating is 89% higher than January 2003; the A18-34 rating is more than double with a 112% increase; and total viewership is up 83% over last year.

In 2003, Telemundo morphed from being a Spanish language TV network that acquired programming from across Latin America for broadcast in the United States, to being the second largest producer of novelas in the world focused on providing entertainment customized for its U.S. based audience. This strategy of original programming that reflects the experiences, lifestyles, and diversity of U.S. Hispanics was first announced at the network’s UPFRONT presentation in May 2003 and was rolled out to viewers as promised.

“We listened to our clients and viewers, created original programming for U.S. Hispanics, and now our ratings are demonstrating that these shows were what they were waiting for,” added the network’s Executive Vice President of Programming and Production, Ramon Escobar.

* Source: Nielsen Hispanic Television Index, January 2004, 4th Qtr. 2002, and 4th Qtr. 2003.