Telemundo Looks To The Internet

NBC-owned Hispanic TV broadcaster Telemundo is hewing close to the strategies of "mainstream" broadcasters by betting big on the Internet, according to Steve Mandala--Telemundo's senior vice president of sales and marketing--who touted the network's new partnership with Internet search giant Yahoo at Telemundo's upfront presentation on Tuesday.

Mandala also paid close attention to Telemundo's new digital media division, which will control the online presence of all Telemundo's content areas, including long-standing favorites such as telenovelas (Spanish language soap operas) and sports (soccer). But above all, Telemundo's online push is closely paired with "mun2," Telemundo's "alternative" network that is designed to reach young Latinos.

Launched in October 2005, mun2 has enjoyed triple-digit audience growth--reaching 10 million TV households according to Nielsen, boasted Flavio Morales, the alternative network's vice president of programming. Overall, he reminded the audience, Latinos ages 12-34 represent 43 percent of the American Latino population--about 17 million people.

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Meanwhile, Morales was quick to tout mun2's "multiplatform" approach, including its online presence, a slick, "content-rich" site with live streaming music and video on the home page. The site draws on a wide cross-section of music tastes, from hip-hop to more traditional Mexican genres, while allowing users to download cell phone ring tones from Latino music favorites as well as American standards like Madonna.

Telemundo's online thrust also allows the broadcaster to target specific Spanish-speaking national sub-markets--a degree of cultural specificity that is crucial in reaching Latinos. For example, an online poll at mun2's site asked which Spanish-speaking country the network's traveling talent show should visit next, and teasers for programs specify locations such as "north of the border"--invoking both the regional specificity and cosmopolitan ethos of the Latino youth market.

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