Hispanic TV networks have set their 2011 upfront plans,
which this year include a mix of press-only presentations, full-blown parties
and personalized client meetings in key Hispanic markets.
Among the networks returning to host a full-blown New York
presentation is NBC Universal's Telemundo, which alongside younger-skewing sister
network Mun2, will be holding its first upfront under the Comcast umbrella.
After a three-year hiatus, Telemundo and mun2 will host an evening event May 17
at the American Museum of Natural History. An estimated one thousand people are
"This is a new year; it's a Census year, and we are now part
of a fabulous company, so we want to tell the story of what we're doing and we
want more people to know," Telemundo chief oiperating officer Jacqueline
Hernandez told Hispanic TV Update.
After several years holding large events in the past,
Telemundo joined parent NBC for a joint presentation in 2008 and then used 2009
and 2010 to set up a series of client-development meetings around the country;
meetings that at the time, Telemundo said were more productive.
To be sure, Telemundo and Mun2 will continue to bring
clients to Miami to build up content plans through what Hernandez calls "The
Telemundo Idea Lab," a series of brainstorming meetings to identify ways for
clients to integrate their brands into original programming in the early
content development stages. Among the executions behind The Idea Lab is
"Pensemos positivo," a Post Foods-sponsored marketing campaign featuring
Jencarlos Canela, a Telemundo top talent and running across all platforms
including the Telemundo network, Telemundo stations, Telemundo.com, Telemundo
Mobile, mun2 and mun2.tv.
Both Telemundo and Mun2 come to their upfront event with a
ratings momentum, with both networks registering record-breaking ratings in the
first few months of 2011.
For its part, Univision Communications, which in 2009 canceled
its upfront presentation in favor of individual meetings with clients in key
Hispanic markets, went back to Lincoln Center in 2010, but it has picked a
slightly bigger venue for this year's May 19 presentation: New York's New
Univision also has a story to share: The network comes to
2011 upfront season with a renewed contract with Grupo Televisa, which last
October supplied a much needed $1.2 billion to help recapitalize Univision
ending years of acrimony between the Spanish-language broadcasters. A new
amended PLA will give Univision an expanded suite of Televisa programming and --
perhaps more important -- exclusive U.S. Spanish-language digital rights to
Univision has also gained rights to Televisa online, network
and pay-television programming on its three current television networks
(Univision, TeleFutura and Galavision.)
"While it's still too early to offer projections, we are
encouraged by a very strong scatter market, our growth prospects and the 2010
Census, which is validating the explosive demographic growth of U.S.
Hispanics," Univision president of advertising sales and marketing David
Lawenda said. "Univision is also coming off of a strong double-digit upfront
last year, where we significantly outperformed our English-language competitors."
Spanish-language network V-me, now owned by Grupo Prisa,
will be Nielsen-measured for the first time. V-me will host its 2011 upfront
presentation on the morning of May 19at the Samsung Experience in New York.
In what the network calls "a multiplatform experiential
upfront," V-me is expected to highlight its "Contigo" (Together) campaign,
showcasing its programming and consumer events for Hispanic families.
"For the first time, V-me is supported by Nielsen ratings, so
there is much to see and hear as part of this year's upfront experience," said
Patty Marrero, senior vice president and director of sales.