• by Erik Sass , January 25, 2010

Hispanic MediaWorks has struck a deal with Telenueva TV, a Spanish-language media company, to provide Telenueva with ad sales representation in exchange for access to some of its content through syndication.

The deal is part of a growing push by Hispanic media to scale up both content and revenue through content-sharing and new advertising strategies.

The companies said Hispanic MediaWorks will handle advertising sales for Telenueva TV's syndicated shows, in return for access to Telenueva's flagship news service, a Spanish-language news program syndicated to local TV stations targeting Hispanic markets.

Local station Web sites can also distribute the news program as a broadband video app. Hispanic MediaWorks will also get access to a variety of content aggregated for brand and direct-response marketing, offering advertisers opportunities for sponsorship, banners and brand integration.

The last few years have seen more Spanish-language video content owners expanding their distribution and marketability via content-sharing deals, which allow them to reach new audiences and offer existing audiences new ways of getting content.

In October 2009, Univision and Time Warner Cable partnered to launch a new video-on-demand service for Spanish-language content, called Lo Mejor On Demand ("The Best On Demand"). Lo Mejor offers Time Warner Digital Cable customers a range of free programming drawn from Univision and its sister cable networks TeleFutura and Galavision.

In December, Univision upped its investment in original content with the launch of a new production company, Univision Studios, based in Miami. The new Univision Studios content augments the roughly 4,000 hours of original programming already produced by Univision, giving it a crucial leg up in its competition with American Spanish-language rivals like Telemundo and Azteca America.

Two years ago, Televisa struck a deal with Telemundo for U.S.-produced Spanish-language programming, and TV Azteca picked up the Spanish-language version of "Desperate Housewives" from Univision.