Shortly after Univision announced that it will make its primetime content available online through a partnership with Hulu, NBC-owned Telemundo launched a pair of YouTube channels, dedicated exclusively to Telemundo and mun2 content.
In a network first, Telemundo has included weekly novela summaries in Spanish, with English subtitles. The YouTube mun2 channel, for its part, will include mun2 promotional clips and other mun2.tv original bilingual content.
"We are thrilled that our platform will help create and foster connections between Telemundo's wonderful content and the large and dynamic group of Hispanic users currently active on Youtube," said Rodrigo Velloso, head of Hispanic and Latin American content at YouTube, in a prepared statement.
"We know our fans are tremendously engaged with video content, and dedicated network channels on YouTube will allow the networks to connect with current fans of our programming, while attracting a new fan base as well," added Peter Blacker, executive vice president, digital media & emerging business, Telemundo.
Both Telemundo and Univision are aggressively pursuing the highly connected Hispanic user online, whose media consumption habits are highly concentrated on video. Citing comScore figures, Telemundo says its Web site, Telemundo.com ranked as one of the top three most "engaged" video experiences among all television networks, regardless of language.
U.S. Hispanics might not be online in the same numbers as non-Hispanics, but those who are show heightened levels of online video and social networking activity, according to a recent study by Google and Ipsos OTX MediaCT. The study concluded 64% of Hispanic internet users visited a video site in the past month, compared with 50% of the general population.
Univision in 2010 launched its own YouTube channel, though at the time it didn't include the highly popular content from programming partner and investor Grupo Televisa.
The announcement with Hulu changes that, making Univision's highly popular novelas available online, including those of Grupo Televisa.