Univision, Telemundo Take Different Upfront Approach

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Ending weeks of speculation, Univision and Telemundo this week unveiled plans for the upcoming 2008 Upfront season. 

While Univision said it will hold its annual blowout presentation for advertisers in New York City on May 14 -- as it had done in the past -- Telemundo will follow in the steps of parent company NBC, which has called for a series of face-to-face meetings with clients in key markets, and a “spotlight event” on May 12 in New York City.

Spokespeople for Telemundo and NBC didn’t elaborate on the May 12 event. But according to an NBC press release, the company will invite advertisers to a Manhattan location (yet to be announced) to join company executives and talent to explore advertising opportunities within NBC Universal, including the Telemundo network.

Following Jeff Zucker’s comments that “a business-as-usual approach no longer applies in today’s multiplatform media environment,” Telemundo will also launch a series of meetings with clients across major U.S. Hispanic markets during March. These meetings will replace the traditional upfront presentation held in New York in the month of May.

“Our new go-to-market strategy will make our advertisers part of this process and provide them with a unique sales proposition that allows us to create and design mutually beneficial advertising campaigns,” said Telemundo president Don Browne in a prepared statement.

Telemundo will wrap up the regional meetings on April 10, inviting some of its major clients to the 10th Anniversary of the Billboard Latin Music Awards in Miami.

Univision will hold its annual presentation on Wednesday May 14 at the Frederick P. Rose Hall, Home of Jazz at Lincoln Center. According to a spokesperson “more details on the event will be made available in the coming weeks.”

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