Telemundo presents 1st commercial free prime-time telenovela.

Telemundo announces the first ever commercial free prime-time telenovela “Idolos de Juventud.” The novela, first introduced at Telemundo’s Upfront presentation in Radio City Music Hall on May 15, will feature branded entertainment woven into every episode with no commercial breaks. The show is slated premier in the Summer of 2008 and will air Monday-Friday from 7:00pm-8:00pm EST.

“We are leading in innovation; specifically commercial, marketing and programming innovation,” said Steve Mandala, Senior Vice President, Sales, Marketing and Distribution, Telemundo and NBC Universal Networks. “We respond to the needs of our advertisers by developing solutions that can harness and influence Hispanic culture on their behalf with creative branded entertainment, allowing them to extend their brand presence in a more significant way.”

“We are thrilled about delivering the first commercial-free telenovela to Telemundo viewers. This program is a breakthrough in the way we do television, organically integrating products and making them a part of the lives of the characters on screen without commercial breaks, just as in real life.” added Patricio Wills, President of Telemundo Studios.

“Idolos de Juventud” is part of a 360º multi screen marketing campaign with on-air and online components including Telemundo, Yahoo!Telemundo, and mun2. Cross promotional efforts include contests, on-air and online segments, video streaming, photo galleries, live on-air performances by the cast, among other components.

The novela will also integrate mobile and in-store elements, to include an SMS sponsorship opportunity, WAP sites, exclusive sneak-peak video content for mobile subscribers, ring tones, and wallpapers for purchase. The in-store initiatives include a musical CD compilation for the show and additional merchandising opportunities.

“Idolos de Juventud,” is a novela inspired by a music reality show that tells the story of one of Mexico’s most popular music producers as he launches the careers of Mexico’s greatest voices, among them his wife. Their marriage is not a happy one, largely due to the sizes of their egos, leaving no place for love. After discovering that his wife is no longer the star she used to be, he must create a new star by producing a reality show to find the next big voice. He discovers two stars that develop a love connection when they share a magical moment on stage.