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Hispanic Nets To Eschew Some Upfront Hoopla

Coming into the upfront, Hispanic television executives are counting on continued growth in that sector's ad revenue--but agencies and advertisers can expect a different dynamic from the past.

NBC Universal's Telemundo and Mun2 will not host a glitzy, star-studded upfront presentation, but instead will join NBC at a special event on May 12 that will wrap up a month of client meetings in key Hispanic markets. And Azteca America, which had its fifth upfront presentation at New York's New World Stages last year, will instead do a nationwide presentation to clients and agencies. Also skipping this year's upfront week is English-language youth channel Sí TV, which is on the road touting shows such as "Model Latina," a talent search competition with myriad opportunities for product integration. Univision will hold its upfront presentation at Lincoln Center, but will come armed with research and data aimed at giving advertisers the most accurate and cost-effective way to buy media for the U.S. Hispanic market.

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