Marketing

CTAM Live: Spanish-Language Broadcasters Mark Final DTV Push

11/10/2008 10:03 AM Eastern

BOSTON--Both Univision Communications Inc. and Telemundo will mark the 100 days remaining until the Feb. 17, 2009 DTV transition with extensive public affairs campaigns, targeting the Hispanic market, urging consumers to take action to retain their access to television programming.

Univision will leverage its telecast of the Latin Grammy Awards on Nov. 13 to get out the word, and will integrate the message into the network’s most popular news and entertainment information shows. Public service announcements, featuring Univision personalities, will air with increased frequency, while local Univision television stations plan local town hall meetings to communicate with viewers.

The network’s Web site will provide daily coverage of the issue and include technical information to help viewers obtain and use converter boxes or subscribe to pay services.

Telemundo, which is calling its effort Alerta Digital, will run PSAs with personalities including Maria Celeste, Pedro Sevcec, Natalia Vallaveces, Candela Ferro and Monica Noguera.

A special on the transition, featuring Telemundo personalities, is scheduled on Nov. 30. The DTV action messages will also be presented by sports anchors in the network’s game coverage.


For more CTAM Summit '08 coverage, click here.