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Telenovelas Work Products Into Plot Lines

The New York Times, Thursday, April 15, 2010 12:42 AM

The Spanish-language broadcast network Telemundo is expanding the concept by signing licensing deals with manufacturers to develop products that can be integrated into programming like telenovelas - the over-the-top soaps that are a staple of Hispanic TV. Telemundo already works with advertisers like Clorox, Ford, Subway, T-Mobile and Toyota on branded-entertainment projects. The new deals will create products that would not otherwise exist for viewers to buy.

The first products will be jewelry, made by the Richline Group, a unit of Warren E. Buffett's Berkshire Hathaway holding company, which is to be worn in an episode of the telenovela "El Clon" to be broadcast on Telemundo at 8 p.m. on April 22. The jewelry is already available for sale on the Telemundo Web site. So far, the Richline jewelry has been incorporated into 16 episodes of "El Clon."

Read the whole story at The New York Times »

product placement, television

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