• by David Goetzl , September 3, 2013

Years ago, MyNetworkTV tried to build its network on English-language telenovelas, the short-run serial dramas that were popular on Univision and Telemundo. The effort failed and the network changed strategies.

Now, NBC has an arrangement with Electus to develop a trio of novelas, looking for one 13-episode version to make it to the network with multiple episodes running weekly. On Spanish-language networks, the serials (or soap operas to some) run for many nights in a row.

NBC and Electus are moving ahead with adapting Venezuelan novela” The Black Widow” for an American audience. The drama had 142 episodes.

Electus chief Ben Silverman is a co-executive producer. Silverman had a producer role on ABC's “Ugly Betty,” an adaptation of a Colombian novela while he led Reveille.

“We believe there is huge potential for telenovelas to be adapted and developed for American viewers,” stated NBC entertainment chief Jennifer Salke. “These stories clearly have resonance across all cultures and nationalities.”

Silverman is known for an ability to match brands with content and Spanish-language broadcasters have used novelas as significant brand integration platforms.

Electus’ international arm will hold distribution rights for the novelas, except for several countries and territories.