Telemundo unleashes ‘The Power of T Brand’ campaign.

Telemundo Media unveiled a new brand campaign, “The Power of T,” to the advertising community at Advertising Week in New York City, the world’s premier annual gathering of marketing and communications leaders. Having introduced its new logo at its Upfront presentation earlier this year, the network kicked off an extensive B2B brand campaign at the industry event as a prelude to its consumer roll-out slated for later this year. In its first rebranding effort in over a decade, “The Power of T” campaign celebrates not only the impact and influence of the brand, but also a unique and reflexive relationship with viewers that is signature to Telemundo.

Telemundo Media conducted extensive consumer research that revealed its audience’s passion and loyalty for the network’s dynamic and modern programming slate. The new brand essence is rooted in the commitment to eschew the old-school image of Spanish-language television while delivering a high-quality, contemporary and relevant branded experience across all touchpoints, embodying Telemundo’s value proposition of producing original content specifically for Hispanics in the U.S.

“Ten years ago, Telemundo Media redefined the industry landscape when it launched its unique original content model, establishing itself as the No. 1 producer of original Spanish-language primetime content in the U.S.,” said Emilio Romano, President of Telemundo Media. “Today, we are the only Hispanic media company who is creating content by and for Hispanics living in the U.S., not somewhere else. Our new brand identity aims to redefine how Spanish television looks, feels and communicates to this fast growing and evolving population.”

“The Power of T” (El Poder de T) will roll out to consumers later in the year as an on-air network tagline system creating a seamless connection between programming and audience through multiple on-air applications, such as:

o T informa: Telemundo informs you.
o T habla: Telemundo speaks to you.
o T entiende: Telemundo understands you.
o T apasiona: Telemundo finds your passion.

“In Spanish, the letter ‘T’ is pronounced ‘Te,’ which refers to ‘you’ (the viewer),” says Jacqueline Hernández, Chief Operating Officer, Telemundo Media. “The T system is the perfect vehicle to bring the Telemundo brand closer to our viewers in a personal, fun and creative way that is uniquely ours.”

Telemundo Media also will unveil its latest research study at Advertising Week: The Familia Americana Moderna Study (The FAM Study), which provides a deep understanding of the cultural identity and language dynamics of contemporary U.S. Hispanic family life and the social connections of Latinos. The FAM Study offers a comprehensive analysis of cultural adaptation and language change, including new culture creation among Hispanics across generations. The study will be presented from 3pm-3:45pm on Thursday, October 4 at an Advertising Week panel in the Times Center.

In addition to the research panel, Telemundo Media’s participation at Advertising Week includes The Mashable Top Brass panel featuring Emilio Romano; The CMO Congress Live featuring Jacqueline Hernández as moderator, discussing the fundamental changes the industry is going through, prompted by and shaped by social media, mobile and the convergence of technology, content and distribution and how brands are shifting and adapting to changing demographics; Jorge Hidalgo, Executive Vice President, Network Sports, Susan Solano, Executive Vice President of Marketing and Diana Mogollon, General Manager, mun2, as panelists at the Hispanic TV Summit; and an Advertising Week exclusive panel featuring Peter Blacker, Executive Vice President, Digital Media and Emerging Business.

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