The digital connections will “introduce original opportunities for our [advertiser] clients to connect with the demographic that is driving the U.S. consumer market, spending more than anybody else across major categories,” says Peter Blacker, EVP Digital Media and Emerging Businesses at NBCUniversal Telemundo Enterprises.
Blacker and Telemundo’s top brain trust addressed journalists over breakfast this morning in Manhattan at Telemundo’s pre-Upfront presentation. He was joined by Cesar Conde, Chairman of NBC Universal International Group and NBCU Telemundo Enterprises; Luis Silberwasser, President, Telemundo Network and NBC Universo Cable Channel; and Mike Rosen, EVP Advertising Sales, News and Hispanic Groups, NBCUniversal. In introductory remarks, Conde stressed that “on Monday, for the first time ever, we are going to be hosting one united upfront with the entire NBCUniversal family.” For that reason, the breakfast presentation was limited to Telemundo’s moves in the digital sphere.
“Hispanics continue to represent the biggest growth opportunity for any business today,” Conde said, noting that the 55 million Latinos in the U.S. represent about 17% of the population “and it’s growing at a healthy clip,” a “critical mass having cultural, political, social and, of course, economic ramifications.” On the digital front Conde said, “we are investing in native digital content and striking innovative partnerships.”
“Our digital business is on fire,” Blacker said, driven by growing engagement on social media. The company will target millennials by teaming with digital video network Tastemade to create Deli, a destination that will offer popular recipes in English and Spanish. Some will appear on Telemundo and NBC Universo’s platforms. They’ll also make “food-centric videos” for Snapchat Stories and other social platforms.
“Because we make our own stories,” Blacker said, “and because we have access to these great sporting events, we’ll be able to have an exclusive and distinct experience on different social platforms.” That includes a second-screen app that will give a “scripted experience on your phone as the experience comes to life on two screens at the same time,” as well as offering more opportunities across sports and other programming options.
The Enterprises unit also plans to add a weekly show, Facebook Live, on its El Pulso news and information vertical with Mashable. The company says it will look at the “latest technology social chatter among Latinos and highlight the most viral, unforgettable trends, plus unearth hidden digital treasures from Latin America and the U.S. Latino community.”
Telemundo fleshed out plans announced last week to develop a partnership with Vox’s SB Nation to “fulfill the wants and needs of millennial Hispanic lovers of soccer, mixed martial arts, boxing and more.” Editorial content for a mobile-focused site will initially focus on the FIFA World Cup Qualifiers, Liga MX, NFL and UFC Fight Night.
Telemundo expanded on Much Ado About Nada, the shortform series it’s making with Buzzfeed. The English-language series will offer weekly episodes on Buzzfeed and Telemundo platforms to reach young Hispanics “who increasingly consume media on mobile devices and within social platforms.”
Telemundo also announced plans for two feature film with its Fluency Productions: Fat Camp involves a fitness enthusiast who “stops running from his chubby childhood and teams up with a group of young misfits at a neighboring fat camp.” In addition, the company will team with Wise Entertainment to develop its first full-length feature film but didn’t disclose details.