Time Inc. has answered Telemundo’s SOS call for assistance with its Saturday lineup.
SOS: Salva Mi Casa, a home-improvement show produced in association with Moonwater Pictures, debuted April 11 at noon (ET) on the network. It is publisher Time Inc.’s first Spanish-language TV effort and first collaboration with NBCUniversal’s Telemundo.
SOS: Salva Mi Casa follows families in need of room renovations, from transforming a guest room into a newborn’s nursery or an office space into a teenage boy’s oasis. Andrea Minski hosts the show, with general contractor Jose Perez leading the domicile re-dos.
GMC, State Farm and Home Depot have signed on as launch partners for the first season of SOS: Salva Mi Casa, with multiplatform campaigns encompassing television spots, digital and on-air integrations, and print and online ads in Time Inc.’s People en Español and This Old House magazines.
A co-branded Spanish-language site featuring relevant content from Time Inc. will launch in conjunction with the premiere, at http://www.SOSsalvamicasa.com.
Executive producers include This Old House editor Scott Omelianuk, television executive Edward J. O’Donnell, and Jesus “Chuchi” Rivero. Telemundo has picked up the show for one season.
"We are delighted to be working with Telemundo to create exciting, original
programming," Time Inc. executive vice president Evelyn Webster said. "We are expanding in many ways, including the launch of new digital, video and television products, and we’re thrilled to add our first Spanish-language TV venture to the mix."
Telemundo senior vice president of reality programming Maria Lopez Alvarez added: “Hispanics represent one of the fastest-growing demographics of homeowners in the U.S. We’ve built this series on the foundation of Time Inc.’s trusted and well-established properties in order to address the increasing number of Spanish speaking DIYers in need of solid home improvement advice and expertise.”
According to National Association of Hispanic Real Estate Professionals’ State of Hispanic Homeownership Report, Hispanics represent 56% of the total net growth of owner households in the U.S. since 2010. In addition, Hispanics have accounted for 47% of the total net growth of homeowners since 2000.