El Rey Signs GM Product Integration Deal

by , Dec 18, 2013, 9:41 PM
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El Rey Network, a new cable network targeting young Hispanic adults with English-language content, has signed an exclusive product integration deal with General Motors. Under the terms of the agreement, El Rey Network will integrate GM vehicles into all the network’s original content, beginning with “From Dusk Till Dawn: The Series.”
 
“From Dusk Till Dawn: The Series” is being produced by El Rey founder and chairman Robert Rodriguez, elaborating on the world imagined on his 1996 movie and its sequels of the same name.

The campaign will feature GM product integrations across all of El Rey’s platforms, including TV, digital and social media channels. The GM sponsorship will include brand integration into core programming, branded content for on-air and off-air, on-site integration and co-marketing efforts.
 
Rodriguez stated: “This alliance will drive conversation and entice consumers to learn more about their extraordinary products through a highly visual, cinematic experience.”
 
El Rey is launching with backing from Univision as part of its new English-language initiative targeting younger acculturated Hispanics, many of them born in the U.S. El Rey will feature content including reality shows, scripted series, news, comedy, music, animation, movies, documentaries and sports programming.
 
The initiative also includes the launch of another cable and satellite network, Fusion, in partnership with ABC. Fusion will deliver a combination of news, comedy and sports to American Hispanics ages 16-30, including a news and entertainment show.
 
Separately, NUVOtv, an English-language cable TV network targeting bicultural U.S. Hispanics, has signed a development deal with actor and TV host Mario Lopez that includes new projects, as well as renewals for existing series.

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