Telemundo launches The SHIFT during Upfronts.

Telemundo Communications Group renewed its commitment to original content with an increased investment in its programming and marketing initiatives for the upcoming 2011-2012 season.

“Six years ago we announced that producing original content for U.S. Hispanics would be the foundation of our business model. In a very short time, we have delivered record breaking performances and became the second largest provider of Spanish-language content in the world. Thanks to the talented Telemundo team and the support of the advertising community, we can declare a promise made, a promise delivered,” said Don Browne, president of Telemundo Communications Group. “The 2010 Census has reflected the dramatic growth of U.S. Hispanics’ economic and political power. They are changing the face of America and provide an enormous opportunity for any business to grow into the future. With our strong slate of original novelas, specials, news, sports and weekend programming, we are uniquely positioned to help the advertising community shift their investments to take advantage of this extraordinary growth opportunity.”

As an industry leader in integration, insights and innovation, Telemundo announced a series of groundbreaking programming and digital deals:

Cristina Saralegui

Twelve-time Emmy® Award-winning media icon Cristina Saralegui comes to Telemundo to develop, host and executive produce a weekend variety show slated to air at the end of this year. As one of the most recognizable and trusted names in the Hispanic community, the 30-year television veteran will make her return to Spanish-language television with an all-new show leveraging the Telemundo brand and talent.

Billboard Partnership

Telemundo and Billboard are pleased to celebrate a new multi-year deal to continue the most successful franchise in Latin music, the “Billboard Latin Music Awards.” The new agreement expands the network’s long relationship with Billboard to include “Premios Billboard de la Música Regional Mexicana,” the network’s first-ever musical awards show dedicated exclusively to Regional Mexican music. Additionally, as part of this new deal, Telemundo Digital will launch a new and exclusive entertainment web and mobile channel in partnership with Billboard en Español.

Telemundo Novelas App

Telemundo launched a bilingual Telemundo Novelas App for iPhone, iPod touch and iPad, available at the App Store. The Telemundo Novelas App provides an entertaining full-screen video experience while giving users the ability to surf the web directly from the app. Telemundo Digital launched this app with L’Oreal as the launch sponsor and will be opening up new opportunities for clients going forward.

THE SHIFT

Telemundo introduced “The Shift,” a concept the network is embracing to describe the current cultural landscape in America. Fueled by the explosive growth of the U.S. Hispanic population as reported by the 2010 Census, the nation is experiencing a major shift in demographics and psychographics; a shift in audience and in influence; but, most importantly, a shift in mindset. Telemundo and mun2 are uniquely positioned to reach Hispanics across the full spectrum through their broadcast, cable, digital and mobile platforms, allowing advertisers and marketers to connect their brands with Hispanic consumers across all levels of acculturation and language.

“The marketing conversation has shifted, and ‘multicultural’ is no longer niche…it is driving mainstream growth,” said Jacqueline Hernández, chief operating officer, Telemundo Communications Group. “Telemundo is uniquely poised to speak to the shifting demographics, with original content for U.S. Hispanics by U.S. Hispanics in Spanish, English and even Spanglish. ‘The Shift’ is game-changing, and our strategy, our expertise and our proven track-record position us ideally to help our clients leverage the shift to grow their business.”

The network also presented several innovative client-driven initiatives:

“MIA Mundo”

Together with advertisers and marketers, branded integration is an area that Telemundo has led the industry in, delivering great stories while incorporating consumer brands. Based on extensive research on viewer profiles, Telemundo is launching “MIA Mundo,” a story about the world of the modern, independent achiever, set in a U.S. city in present day. “MIA Mundo” is produced by Telemundo’s Branded Entertainment team through the lens of extensive research on viewer profiles. The characters and story arcs of “MIA Mundo” reflect the lifestyles and aspirations of the viewers and seek to put advertiser brands at the center of the dialogue.

“cultural connectors”

Telemundo and mun2 are proven leaders in Hispanic research and consumer insights and, in keeping with that commitment, Telemundo Communications Group will launch “cultural connectors,” a community of GenYLA’ers, 18-34 year-olds, who are the engine of growth in the Hispanic community and highly influence American culture. These “cultural connectors” are an omnibus research panel with a pulse on the hottest trends and what really matters to Young Latino Americans. Telemundo Communications Group will use the insights from these trendsetters to create innovative original programming across all of its platforms.

“The move towards real partnerships rather than buyer/vendor deals will propel our industry. Today is the day that Telemundo asks advertisers and partners to change the planning process within Spanish-language TV to reward the network that has earned it,” added Dan Lovinger, executive vice president of advertising sales & integrated marketing, Telemundo Communications Group. “It’s also the day that we recognize the shift in the fabric of cultural America and reach ahead to embrace the next generation of bicultural and bilingual viewers at mun2.”

NEW 2011-2012 PROGRAMMING ON TELEMUNDO:

Monday-Friday PRIMETIME

TELENOVELAS

“Amor de Película” (Love…Just Like in the Movies)

In this romantic story, Rocio and Luis prove that true love can be found where and when you least expect it. Sharing a passion for movies, this lovestruck couple, from very different backgrounds, must fight to overcome the challenges set before them by jealous old loves and new rivals.

“Caidas del Cielo”(Fallen from Heaven)

Three strong women headline an unforgettable story of loyalty, friendship, courage and love. Angeles, Agata and Samantha are childhood friends who find themselves guarding the lives of others as bodyguards, while trying to find hope and love in their own lives.

“Físico o Química”(Physical or Chemistry)

The interpersonal dynamics between the parents, students and teachers in an urban high school and their stories of love, loss, conflict and heartache frame this unforgettable, compelling drama based on a ground-breaking Spanish series, now adapted by Telemundo and crafted specifically for the U.S. Hispanic audience.

“Una Maid en Manhattan”(Maid in Manhattan)

Can love truly defy all odds? For Antonia and Michael, two people from completely different worlds, it’s a question that they will struggle to answer, after being brought together by a chance encounter and a case of mistaken identity. Antonia is a humble, working-class single mother who works as a housekeeper at a posh New York City hotel. Michael comes from a privileged family and is a rising star in the political scene.

These are two people who were never meant to meet, had it not been for the twist of fate that occurred one afternoon. A take on a classic story, a case of mistaken identity leads to a spark of true love for a working-class housekeeper and an aristocratic politician.

SPECIALS

“Premios Billboard de la Música Regional Mexicana” is Telemundo’s first-ever musical awards show dedicated exclusively to Regional Mexican music, the most popular genre in Latin music. This new, star-studded musical extravaganza follows the tradition of Telemundo’s well-established and hugely successful “Billboard Latin Music Awards.” “Premios Billboard de la Música Regional Mexicana” will bestow honors on the artists that encompass the entire spectrum of Regional Mexican music including Banda, Norteño, Ranchera, and Movimiento Alterado.

“Premios Tu Mundo” brings together a unique 360° experience for fans of entertainment, novelas, movies, music and sports in a spectacular award show that celebrates and honors fan favorites in a wide variety of categories. Combining the power of television, digital, mobile and social media platforms, Telemundo will offer fans an unprecedented opportunity to be heard and share the limelight, voicing opinions, casting votes, and for a few lucky fans, sharing the stage. Fans will choose the best of the best in categories from novelas to movies, sports figures to celebrity icons, music to TV stars and more. Votes will be cast on anything and everything that makes up pop culture and that fans consider important in their world.

NEWS

“The Telemundo 50” is a prime time weekend special that will bring together the greatest Latino minds in an unprecedented television, web and mobile event with power players, entertainers, trend setters, dream makers and rising stars. “The Telemundo 50” will lead the way in shifting the conversation, setting the agenda and answering the question – Who do you consider a Latino leader?

SPORTS

On the heels of their recently announced acquisition of the away World Cup 2014 qualifying matches for the Mexican National Team and after the recent success of their Fútbol Liga Mexicana playoff coverage, Deportes Telemundo is proud to present the Olympic Games. The complete Olympic experience for U.S. Hispanics will return to Telemundo next summer as Deportes Telemundo highlights Hispanic athletes and their quest for Olympic glory. Looking to build on their Emmy® Award-winning coverage of the Beijing games, join Andres Cantor, Jessi Losada and the best sports team in Spanish-language television for a summer of excitement, high drama and passion that only the Olympic Games can provide.

TELEMUNDO DIGITAL

Telemundo Digital will launch a new entertainment web and mobile channel in partnership with Billboard, making Billboard premium digital content available in Spanish for the first time. The ultimate online music destination, this new content experience will highlight what’s hot and happening in entertainment and music. Targeted to 18-34 year-old bilinguals, some of this channel’s features include: novela soundtracks, music videos, and video streaming and live streams of concerts. High-quality original editorial will include articles, exclusive artist interviews, blogs and photo galleries. Music downloads and archives will also be available, as well as features such as weekly top ten music and video charts and a search engine for concert tickets. Following the success of Telemundo’s recent Social@Telemundo Digital Influencers Event and activities, Telemundo will make the new channel a fully social experience featuring new up-and-coming Hispanic bloggers and bringing sponsors into the mix with special Twitterwalls and Facebook tabs.

A newly designed online sports channel will deliver the most comprehensive sports coverage across multiple digital platforms, including online, mobile and social media networks. Deportes Mobile, a new mobile site, will provide the latest news, scores, statistics, game analysis, as well as a mobile app with exclusive personalized sports content. Telemundo’s most popular sports-themed TV shows, “Fútbol Estelar,” “Titulares Telemundo,” “Titulares y Más” and “Ritmo Deportivo,” will provide extra insights into the world of sports, game analysis, and engaging interviews featuring popular soccer players. Some of the new features include: live online and mobile coverage of Chivas games, live score modules and TV schedules across all featured sports. Sub-channels will feature European soccer and Fútbol Liga Mexicana content, photo and video hubs showcasing game recaps, video blogs, best plays, and soccer teams.

Source: The Nielsen Company, NPM, Live+Same Day, program average strict daypart used for M-F 7-11pm; 4/25/11-5/8/11 vs. 4/26/10-5/30/10.