Telemundo’s Immigrant Guide To The U.S.

Telemundo announced a community initiative linked to its latest original production: “Anita No Te Rajes” (“Anita, Don’t Give Up!”). The initiative centers around Viviendo en USA, The Telemundo Immigrant’s Guide to the U.S., an innovative multimedia approach to informing Hispanic immigrants about their new country, announced Jim McNamara, President and CEO of Telemundo and Ramon Escobar, Vice President of Programming and Production. They were joined at the conference by “Anita No Te Rajes” lead actress Ivonne Montero, and by satellite with lead actor Jorge Enrique Abello.

The novela, which airs Monday thru Friday at 7 PM (ET/PT), tells the story of a young Mexican woman who crosses the Mexico-U.S. border to search for her long-missing aunt. While working on the family search, she ventures through a maze of hardships and challenges that are similar to those experienced by most Hispanic immigrants. Like most Hispanics, Anita’s hard work and tenacity eventually lead to success.

Telemundo’s innovative multimedia community initiative will appeal to immigrants through its connection with a telenovela, a favorite TV format for this audience, and will include the following:

-Programming capsules featuring viewers’ favorite characters giving information and advice on relevant issues, which will launch in November during primetime and will also be integrated into network news and entertainment programming.

-An Internet page on www.telemundo.com that will include information as well as resource links, also launching in November.

-A comprehensive resource guide outlining their rights and responsibilities as immigrants, which will be available nationwide in December, through Telemundo stations and a variety of partnerships.

Information featured by this initiative will range from everyday topics, such as how to enroll a child in school regardless of the child’s immigration status and how to get a driver’s license, to personal growth and development topics, such as how to create a resume and buy a property. These will fall under the following categories:

Immigration – Your rights and responsibilities as an immigrant Health – Access to health services and resources

Family – Your most important treasure

Employment – Your door to opportunity

Finances – Protecting your money

Education – Your key to a better future

Culture – Proud of your heritage

“This campaign demonstrates our unique positioning as a network that has the ability to complement its original, domestic productions with community efforts that are relevant to our audience,” said Escobar. “Through ‘Anita No Te Rajes,’ we are proud to launch this new initiative, designed to empower the new members of our community, and equip them with the tools they need in order to successfully adapt to their new environment.”

Telemundo Immigrant’s Guide to the US is produced in partnership with Penguin Television, a contemporary independent television production company specializing in documentaries, children and lifestyle programming. Their catalogue contains more than 150 program titles, produced in more than 80 languages and sold worldwide to more than 50 countries. Penguin Television is the TV production arm of Penguin Group, the world’s best-known consumer publisher, and part of Pearson plc, the international media company based in London.

“We are excited about working together with Telemundo to create an information resource serving the Hispanic market that marries the power of publishing and broadcast television,” said Carlos Alcazar, Vice President of Penguin Television.