Telemundo’s Station Group is expanding its mobile initiative A la mano (On Hand) to include San Francisco, Puerto Rico, Houston, San Antonio and Arizona, making the service now available in 10 top markets around the country.
A la mano, which launched in May 2007 in partnership with Miami-based LSN, makes local content from Telemundo local stations such as news, weather, lottery, horoscopes, sports and traffic available to consumers on their cell phones and PDAs, capitalizing on the growing use of these devices by Hispanic consumers.
“Research indicates that mobile devices are the primary form of communication for Hispanic consumers,” Enrique Pérez, senior VP of Telemundo Station Group Sales, told Multichannel News. “More and more people are using their phones and PDAs as they use the Internet.”
According to Pérez, the service that is available on all wireless carriers, reported 3 million page views in September, a figure he expects will grow soon as the service now includes local video content. (The service is free to consumers and is supported by advertisers, although users are advised to check their carrier provider for additional costs if these apply.)
Since its launch, A la mano has been supported by Ford, Chevrolet, Picture House and the University of Phoenix among others, which use the service as an important component to their local marketing strategies.
“This is not only a marketing tool for our advertisers, but it is also a great marketing and promotion outlet for [Telemundo’s] local stations,” said Pérez.
To promote A la mano,Telemundo is using a series of initiatives, including on-air promotions by local news anchors inviting viewers to learn more about a particular story by logging onto their phones. The company has also seen a surge in users connecting to check weather updates, lottery results and even gas prices in their local communities.