Telemundo, Televisa Launch Cable Net in Mexico City
Telemundo Cable Network to Offer U.S. Broadcaster's Fare
by Laura Martinez -- Multichannel News, 7/29/2009 5:24:06 PM
Telemundo luminaries and top executives this week began arriving in Mexico City to take part in the official launch of the Telemundo Cable Network, the U.S. broadcaster's joint venture with Televisa Networks, a subsidiary of Mexican media giant Grupo Televisa.
The Telemundo Cable Network will begin airing August 1, reaching approximately 2 million homes in Mexico and Latin America through some of Mexico's largest cable-TV systems, including Sky and Cablevision.
"This partnership is essential to our business," Don Browne,
president of NBC Universal-owned Telemundo, told Hispanic Television Update. "But this is not a one-dimensional
event; it is the continuation of a relationship that keeps growing and
expanding."
The new cable channel is the third big move in a strategic
alliance announced in 2008 between Telemundo and Grupo Televisa to distribute
Telemundo's original content in Mexico
through various platforms, including over-the-air TV, pay TV and digital
platforms. In 2008, Televisa's Canal 9 began broadcasting Telemundo programming
in Mexico
as
part of a 10-year agreement between both programmers. Since launch, several
Telemundo programs have positioned themselves as market leaders in several
dayparts, including telenovelas Victoria and Doña Bárbara.
The Telemundo Cable Network will feature some of Telemundo's popular telenovelas, variety shows like Al Rojo Vivo and other family-oriented shows, as well as some high-rated music specials, including the Latin Billboard Awards. Programming is to consist of eight-hour blocks that will repeat three times per day.
For Browne, and other top Telemundo executives, the deal with Televisa is also important because it will help familiarize potential U.S. immigrants from Mexico with the Telemundo brand and content.
"A huge disadvantage we had in the past was that Mexican citizens coming to the U.S. were not aware of the Telemundo brand," said Browne. "Now, these guys will be familiar not only with our content, but also with our brand."
On hand for the July 30 launch press event, which will take place at the Televisa San Angel studios, will be several of Telemundo's on-screen talent, including MarÃa Celeste Arrarás, Penélope Menchaca, Mónica Noguera and Doctora Ana MarÃa Polo, among others.
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"...it will help familiarize potential U.S. immigrants from Mexico with the Telemundo brand and content..."
That's what I call vision!
Luigi Cantu - 11/26/2009 3:57:28 PM EST
Browne Struts Telemundo’s Depth, Reach
10/02/2007
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