NATPE: Viacom, Telemundo Active in Spanish-Language Content Segment

Market Brimming with Activity on Show's Opening Day

Spanish-language content has taken centerstage at this year’s NATPE, with international television producers, distributors and networks beefing up efforts to tap into the fast-growing market of TV targeting Latin American -and U.S. Hispanic- audiences.

In the U.S., according to most recent estimates, there are over 110 television networks targeting Latinos, and while most of these networks’ feature content produced by their own parent networks, there is an increasing activity in markets such as NATPE to fish for fresh content.

Among the deals announced Monday, Viacom’s tr3s cable net said it inked an agreement with Sierralta Entertainment to bring Show Business Extra, a daily talk show hosted by Gaby Acuña and Omar Nassar. The show, which will be produced in Los Angeles, premieres March 4 and will feature news and coverage on celebrities and red carpet events.

Also on Hispanic cable, tr3s announced the April premiere of En Tour, a concert-driven franchise featuring behind-the-scenes and never-before-seen footage of Latin music acts. The first episode will feature musicians Wisin & Yandel, according to network brand manager Fernando Gaston.

Telemundo Media has struck a content agreement with Chilean broadcaster and content producer Televisión Nacional de Chile (TVN). The deal, whose financials were not disclosed, includes the acquisition of exclusive U.S., Puerto Rico and Mexico rights for TVN’s entire telenovela scripts library across all platforms. The agreement is only an expansion of an existing agreement whereby Telemundo would buy and then adapt stories that first ran on TVN. TVN is the largest producer of telenovelas in Chile.

On the telenovela front, both Telemundo and Venevision took to the confab to agressively pitch non-scripted series, which make up the bulk of their respecting programming. Venevision International sponsored NATPE’s attendees batches by prominently displaying a promo of Rosario, a co-production with Univision scheduled to air in February.

Telemundo, for its part, pulled all the stops to promote its most recent novela, Pasiones prohibidas, a remake of Turkish telenovela Ask-i Memnu featuring a mix of Mexican, Colombian and Venezuelan talent. While the novela premiered in the U.S. on Jan. 22, the focus at NATPE was to market it hard to international buyers. Telemundo took the opportunity to showcase its entire top talent during a luncheon at Eden Roc Hotel hosted by President Emilio Romano.

Also making a splash at NATPE is Globo TV who comes to the market with Avenida Brasil, which last year became that country’s most watched-television event. The novela follows the life of a young woman who takes revenge on the stepmother that abandoned her a a child and dumped her in a rio garbage dump.