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BCUniversal Bets Big on Original Spanish-
ingo Productions
VIEW GALLERY9 PHOTOS
(HTTP://VARIETY.COM/GALLERY/PHOTOS-
A-LOOK-INSIDE-
TELEMUNDOS-
TELENOVELA-
FACTORY/#!1/&REF=/2013/TV/NEWS/NBCUNIVERSAL-
BETS-BIG-ON-
ORIGINAL-
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1200569558/POS=)
(http://variety.com/gallery/photos-a-look-inside-telemundos-
elenovela-factory/#!1/&ref=/2013/tv/news/nbcuniversal-bets-big-on-original-
panish-lingo-productions-1200569558/pos=)
(http://variety.com/gallery/photos-a-look-inside-telemundos-
elenovela-factory/#!2/&ref=/2013/tv/news/nbcuniversal-bets-big-on-original-
panish-lingo-productions-1200569558/pos=)
ULY 30, 2013 | 03:00PM PT
COVER STORY: Can telenovelas produced in Miami help Telemundochallenge Univisions dominance?
Cynthia Littleton (http://variety.com/author/cynthia-littleton/)
ditor-in-chief: TV
@Variety_Cynthia (http://twitter.com/@Variety_Cynthia)
http://variety.com/gallery/photos-a-look-inside-telemundos-telenovela-
actory/#!&ref=/2013/tv/news/nbcuniversal-bets-big-on-original-spanish-lingo-productions-
200569558/pos=) Sam Hadley
http://variety.com/gallery/photos-a-look-inside-telemundos-telenovela-factory/#!&ref=/2013/tv/news/nbcuniversal-bets-big-on-original-spanish-lingo-productions-1200569558/pos=http://twitter.com/@Variety_Cynthiahttp://variety.com/author/cynthia-littleton/http://variety.com/gallery/photos-a-look-inside-telemundos-telenovela-factory/#!2/&ref=/2013/tv/news/nbcuniversal-bets-big-on-original-spanish-lingo-productions-1200569558/pos=http://variety.com/gallery/photos-a-look-inside-telemundos-telenovela-factory/#!1/&ref=/2013/tv/news/nbcuniversal-bets-big-on-original-spanish-lingo-productions-1200569558/pos=http://variety.com/gallery/photos-a-look-inside-telemundos-telenovela-factory/#!1/&ref=/2013/tv/news/nbcuniversal-bets-big-on-original-spanish-lingo-productions-1200569558/pos= -
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rom the outside, Telemundo Studios (http://variety.com/t/telemundo/) looks like a nondescript
warehouse on a side street in Hialeah, Fla.
SEE MORE:From the July 30, 2013 issue of Variety (http://variety.com/print-issues/320-16-july-30-
2013/)
Oh, but what happens inside: Dreams come true, plucky girls from poor families marry millionaires, love
riangles tear marriages apart, evil drug lords meet justice and plumbers court princesses, all on a daily
asis.
he production facilities hum nearly round the clock, thanks to the mandate to turn out hundreds of
ours of telenovelas a year for the Spanish-language network owned by NBCUniversal
http://variety.com/t/nbcuniversal/). Its a sopa-to-nuez operation, with everything from writers rooms and
asting offices to miles of wardrobe racks and post-production equipment housed within two-story
uildings.
Perhaps the most telling resource on the Telemundo lot these days is tucked away in an alley that runs
etween the stages. Its small but significant: a New York street set built for the production of the 2012ovela adapted from the 2002 Jennifer Lopez movie Maid in Manhattan.
he homegrown production boom at Telemundo reflects the companys move during the past two years
o make a 90-degree shift in its programming strategy, focusing on novelas and other shows produced in
panish but with U.S. sensibilities. That means more soaps set in places like Miami, New York, Los
Angeles and Chicago, and far fewer imports from novela factories in Latin America.
he strategy, led by Telemundo Media prexy Emilio Romano since his arrival in 2011, gives the
ompany much greater control over its primetime lineup, and has had the added benefit of expanding its
nternational distribution business. Telemundo has long faced a Hertz-Avis style battle in its competition
with the larger and more successful Univision for a slice of the domestic Spanish-lingo TV audience.
With that market growing rapidly, Romano sees a clear path for Telemundo and its cable sibling Mun2 in
ppealing to viewers who see themselves as increasingly bicultural.
http://variety.com/t/nbcuniversal/http://variety.com/print-issues/320-16-july-30-2013/http://variety.com/t/telemundo/ -
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We create original content by U.S. Hispanics for U.S. Hispanics, Romano says. We become closer to
ur audience by reflecting the feelings and emotions of people living in this country. Were the Spanish-
anguage media company that produces the most primetime programming in the U.S. We have been
apturing an increased share of the audience, and that gives us comfort knowing that our strategy is
working.
elemundo has been riding a ratings wave for the past two years that started with its runaway hit novela
La reina del sur (Queen of the South think Pablo Escobar in a micro-miniskirt). This year, it has
cored with novela La patrona (a woman fights naysayers to take over a mining company) and reality
kein La Voz Kids, a Hispanic family-friendly spin on NBC hit The Voice.
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Voz has averaged 2.16 million viewers a week since its May 5 debut. The decision to tweak the format
rom the NBC rendition by focusing on moppet contestants was a calculated effort to encourage family
iewing, which has paid off.
Among the many original series in the works for Telemundo are an Espanol take on Top Chef and a
ameshow from Ryan Seacrests production company.
ut as much as Telemundo is branching out into nontraditional genres, Romano and his team know all
oo well that the backbone of the network remains its primetime telenovelas the hourlong serials that
un Monday to Friday, usually for 24-32 weeks. The shows do not repeat, which means the network
emands a plentiful pipeline of product, with new 8 p.m., 9 p.m. and 10 p.m. entries launching year-
ound on a staggered schedule. They go head-to-head with Univisions staple of four novelas that air
Monday-Friday, starting at 7 p.m.
ecause telenovelas are so central to TV throughout Latin America, the competition among networks to
ock up exclusive deals with top producers and studio suppliers is fierce. The battles between Mexicos
elevisa and TV Azteca are legendary (over novela assets, among other things).
Univision has deep ties to Televisa (which owns about 38% of Univision) and thus has a lock on its
rolific output of hits. Univision has leveraged its clout and affiliation with Televisa to ensure it has
xclusivity from major players like Venezuelas Venevision and Colombias Caracol TV.
aced with the problem of finding consistent sources of high-quality programming, Telemundo opted to
rovide an inhouse solution, ramping up a production operation that now delivers more than 750 hours
f novela programming a year through the Miami studio and another production facility in Mexico.
elemundos programming team frequently draws on existing formats from outside producers for source
material, but these are reversioned for a U.S. sensibility, with an emphasis on the Mexican experience,ecause that is the single largest component of the U.S. Latino population (about 63% according to the
010 U.S. Census).
Contrary to the assumptions of many mainstream media execs, Spanish-speaking viewers are hardly
monolithic. Dialects, attitudes and conversational conventions vary widely according to region. And
heres a melting-pot effect that comes over time for immigrants and their second-generation offspring.
oshua Mintz, exec veep of scripted programming and general manager of Telemundo Studios, says the
etwork produces different kinds of novelas that most often reflect the color, sound and flavor of Mexico,
ut are balanced with the reality of life in the U.S. The fact that we have the capacity to produce five to
ix novelas a year now is really amazing compared to where we were a couple of years ago, says
Mintz.
NBCUniversals willingness to invest in making Telemundo more competitive in its battle against
Univision and other outlets vying for Hispanic auds has been a spark for the domestic Spanish-language
marketplace. Univision also has been on an expansion push, with plans to launch Fusion, an English-
ngo news-and-lifestyle network with ABC News later this year, and investing in Robert Rodriguezs
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tartup, English-lingo entertainment channel El Rey.
There hasnt been a better time in U.S. Hispanic TV history than now, with more programming options,
ormats and networks in the market, says Luis Balaguer, partner with Sofia Vergara in Latin World
ntertainment, which recently received an order from ABC for a drama, Killer Women, thats based on
n Argentine format.
Adds Telemundos Romano: The competitive environment of Spanish-language media in the U.S. is
lowly evolving to resemble the truly competitive nature of English-language media.
he growing prominence of Spanish-language TV in the U.S. was underscored July 23 when Univision
taged a premiere event for its novela La Tempestad at Universal Studios CityWalk in Los Angeles.
housands of fans turned out to swoon over star William Levy, the hunky Cuban leading man who is a
ovela vet, but known to English-speaking viewers from his recent stints on ABCs Dancing With the
tars and VH1s Single Ladies.
y now, every media exec is familiar with the eye-popping stats concerning the Hispanic population: The
umber of Hispanics in the U.S. is projected to reach more than 120 million by 2050, after growing by3% between 2000 and 2010, to 50.5 million, or 16% of the total U.S. population. Nielsen counts 14.1
million Hispanic TV households, up from 8.7 million in 2000.
elemundo and others estimate that about 24 million-25 million people consider themselves Spanish-
anguage dominant, making them the bulls-eye of the target for Spanish-lingo media.
or the 2012-13 season to date (which is a September-to-September cycle for Univision and Telemundo
iven the no-repeats paradigm of novelas), Telemundo is averaging 1.43 million viewers in primetime
780,000 in the adults 18-49 demo), up from 1.21 million in the same period in 2011-12. Univision is
veraging 3.66 million viewers (1.8 million in adults 18-49), up slightly from the year-ago period (3.61million). Clearly, there is room for both nets to grow, even as the national Latino TV market gets
rowded with the recent entry of Foxs MundoFox and indie EstrellaTV.
Nielsen estimates there are about 15 million upscale Latinos with household incomes of $50,000-
100,000. Three quarters of those speak both English and Spanish, and more than one-third consume
media content in both languages. Theyre typically younger than their upscale white counterparts (a
median age of 33 compared with 39 for whites) and the majority of them have young families (85% have
household size of three or more), according to Nielsen.
n short, they are an advertisers dream demo consumers in need of everything from diapers and
washing machines to life insurance and financial planning services. And maybe the occasional cruise or
rip to Disney World.
Advertising spending on local and national Spanish TV outlets is still a fraction of the overall TV
dvertising pie accounting for about $6 billion of the $74 billion spent on TV in 2012. But that was up
5% from 2011, compared with an 8% year-to-year gain for the overall TV ad market, according to
Kantar Media estimates. Ad rates, however, for Spanish-lingo TV spots remain significantly lower than in
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he general market, which is a sore spot for execs, given the desirable youthful composition of the
udience.
Romano came to Telemundo with a studied understanding of Hispanic consumers in the U.S. He ran
Mexicana Airlines from 2004-07, and before that was a top exec at Mexican media giant Televisa in the
990s. During that time, he served on the board of Univision, in which Televisa has long been a major
hareholder.
At that point in time, there was a lot of doubt about the future of Spanish-language TV in the U.S.
People thought it was a fad and that wed all be watching English-language TV eventually, says
Romano, a native of Mexico City who now lives in Miami. The business, he adds, has never been so
ealthy and growing at such a fast pace.
Romano had been out of the media biz for a few years before he got the call in 2011 from NBCUniversal
CEO Steve Burke to come help make Telemundo a more hearty competitor to the long-dominant
Univision. Romano did not hesitate. He sees NBCUniversal as uniquely well positioned to reach Latino
uds of all demos and language preferences thanks to Telemundo and the Peacocks strong collection
f cable nets.
o that end, NBCU in April recruited former Univision CEO Joe Uva to oversee a newly created Hispanic
nterprises and Content arm charged with expanding NBCUs reach and relevance to Hispanic auds
cross its news and entertainment platforms.
elemundo and Mun2 are centerpieces of that effort. Although Mun2 has experimented with running
nglish and Spanglish programs in the past, Romano believes the focus is best kept on speaking to
iewers en Espanol to grow its core audience.
he network learned an important lesson about what viewers want from Telemundo and what theyont want with its experiment in 2010 in carrying a few NFL games featured on NBCs Sunday Night
ootball, but with a different in-studio team.
he turnout for the telecasts (which ran on its stations in five top markets) was anemic: Hispanics who
re interested in football want to watch Al Michaels and Co., just like other gridiron fanatics. Now,
elemundo sports anchors provide the Spanish simulacast feed for NBCs football telecasts.
Meanwhile NBCU is investing in sports rights for Telemundo, outbidding Univision for Spanish-lingo TV
ghts to the World Cup in 2018 and 2022. That deal, estimated at $600 million, was a big symbolic win
or the No. 2 network, and a sign of NBCUs commitment (even at the risk of having the games be a loss
eader). And NBC Sports new wide-ranging pact with NASCAR includes Spanish-lingo rights for
elemundo, which expects to score with coverage of the racing circuits events in Mexico starting in
015.
Romano cites all of this activity as proof that the Peacock intends to make Telemundo a contender.
The core of Telemundo Medias mission is to be the best producer of original Spanish content for the
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MORE TV NEWS(HTTP://VARIETY.COM/V/TV/) FROM
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world, Romano says. We are slowly but steadily building an environment that allows producers and
alent relevant to the U.S. Hispanic market to bring new waves of ideas and different products to the
creen.
Anna Marie de la Fuente contributed to this report.)
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http://variety.com/2013/digital/reviews/quick-draw-review-hulu-1200570628/http://variety.com/2013/digital/reviews/quick-draw-review-hulu-1200570628/http://variety.com/v/digital/http://variety.com/2013/tv/news/americas-got-talent-steady-big-brother-down-wednesday-1200571033/http://variety.com/2013/tv/news/tca-fox-orders-brit-crime-drama-broadchurch-to-series-1200571036/http://variety.com/2013/tv/news/abc-wraps-tv-upfront-sales-volume-seen-flat-to-slightly-down-1200571034/http://variety.com/2013/tv/news/americas-got-talent-steady-big-brother-down-wednesday-1200571033/http://variety.com/v/tv/http://variety.com/2013/tv/news/tca-fox-orders-brit-crime-drama-broadchurch-to-series-1200571036/http://variety.com/v/tv/http://variety.com/2013/tv/news/abc-wraps-tv-upfront-sales-volume-seen-flat-to-slightly-down-1200571034/http://variety.com/v/tv/ -
7/27/2019 Telemundo_ NBCUniversal Bets Big Original Spanish-Language Shows | Variety
11/14
8/1/13 2:elemundo: NBCUniversal Bets Big Original Spanish-Language Shows | Variety
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TV (HTTP://VARIETY.COM/V/TV/)
Cable Start-Up Fusion Enlists Former 'Daily Show' Producer(http://variety.com/2013/tv/news/cable-start-up-fusion-enlists-former-daily-
show-producer-1200571006/)BY BRIAN STEINBERG (HTTP://VARIETY.COM/AUTHOR/BRIAN-STEINBERG/)
Here's a cable-news network that is likely to have a playful tone. Fusion, the news-and-lifestyle network backed by Univision and ABC that will ti
toward Hispanic consumers, said Thursday it had
(http://variety.com/2013/tv/news/cable-start-up-fusion-enlists-former-daily-show-producer-1200571006/)
08.01.13 | 08:06AM PT
http://variety.com/2013/tv/news/cable-start-up-fusion-enlists-former-daily-show-producer-1200571006/http://variety.com/author/brian-steinberg/http://variety.com/2013/tv/news/cable-start-up-fusion-enlists-former-daily-show-producer-1200571006/http://variety.com/v/tv/ -
7/27/2019 Telemundo_ NBCUniversal Bets Big Original Spanish-Language Shows | Variety
12/14
8/1/13 2:elemundo: NBCUniversal Bets Big Original Spanish-Language Shows | Variety
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TV (HTTP://VARIETY.COM/V/TV/)
Review: Broadchurch (http://variety.com/2013/tv/reviews/broadchurch-review-1200570605/)
BY BRIAN LOWRY (HTTP://VARIETY.COM/AUTHOR/BRIAN-LOWRY/)
Brooding and gloomy, "Broadchurch" is a grudgingly effective crime drama -- managing to pull viewers through its grinding, "The Killing"-like pac
even as its plethora of cop-drama cliches become
TVHTTP://VARIETY.COM/V/TV/)
Warren Buffett:'Breaking Bad'
http://variety.com/2013/tv/news/warren-buffett-breaking-bad-
party-crasher-1200570771/)
(http://variety.com/2013/tv/reviews/broadchurch-review-1200570605/)
08.01.13 | 07:00AM PT
http://variety.com/2013/tv/news/warren-
buffett-breaking-bad-
party-crasher-
1200570771/)
11:59PM PT
TV (HTTP://VARIETY.COM/V/TV/)
Ali Liebert:International Star
You
(http://variety.com/2013/tv/news/ali-liebinternational-star-you-should-know-
1200570067/)
07.31.13 | 03:00PM PT
http://variety.com/2013/tv/news/ali-liebert-international-star-you-should-know-1200570067/http://variety.com/2013/tv/news/ali-liebert-international-star-you-should-know-1200570067/http://variety.com/v/tv/http://variety.com/2013/tv/news/warren-buffett-breaking-bad-party-crasher-1200570771/http://variety.com/2013/tv/reviews/broadchurch-review-1200570605/http://variety.com/2013/tv/news/warren-buffett-breaking-bad-party-crasher-1200570771/http://variety.com/v/tv/http://variety.com/author/brian-lowry/http://variety.com/2013/tv/reviews/broadchurch-review-1200570605/http://variety.com/v/tv/ -
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8/1/13 2:elemundo: NBCUniversal Bets Big Original Spanish-Language Shows | Variety
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TV
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Bonnie Young,Personal Managerhttp://variety.com/2013/tv/people-
news/obituaries-people-news/bonnie-
young-personal-manager-dies-at-75-
1200570709/)
TV
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'The Walking Dead'Showrunner Glenhttp://variety.com/2013/tv/news/the-
walking-dead-showrunner-glen-
mazzara-looks-past-amc-hit-1200570222/)
TV
HTTP://VARIETY.COM/V/TV/)
http://variety.com/2013/tv/people-
news/obituaries-
people-news/bonnie-
young-personal-
manager-dies-at-75-
1200570709/)
06:07PM PT
http://variety.com/2013/tv/news/the-
walking-dead-
showrunner-glen-
mazzara-looks-past-
amc-hit-
1200570222/)
06:01PM PT
http://variety.com/2013/tv/ratings/owns-
aves-have-nots-hits-
series-high-sets-
network-mark-
1200570620/)
03:27PM PT
(http://variety.com/20liebert-internationa
star-you-should-know1200570067/)
Her pastime is doing impersonations of
Minnelli, Britney Spears and Zooey
Deschanel, among others
FILM (HTTP://VARIETY.COM/V/FILM/)
SAG-AFTRA SeeksDismissal Of Ed
Asner(http://variety.com/20aftra-seeks-dismissaof-ed-asner-suit-ove
unpaid-funds-1200570551/)
SAG-AFTRA is seeking to dismiss th
lawsuit filed by former SAG president
Asner and 15 others, which
BIZ (HTTP://VARIETY.COM/V/BIZ/)
Rob Lowe, Rashida
(http://variety.com/2013/film/news/sag-a
seeks-dismissal-of-ed-asner-suit-ove
unpaid-funds-1200570551/)
07.31.13 | 02:34PM PT
(http://variety.com/2013/biz/biz/rob-low
rashida-jones-leaving-parks-and-rec
1200570573/)
07.31.13 | 02:23PM PT
http://variety.com/2013/biz/biz/rob-lowe-rashida-jones-leaving-parks-and-rec-1200570573/http://variety.com/2013/film/news/sag-aftra-seeks-dismissal-of-ed-asner-suit-over-unpaid-funds-1200570551/http://variety.com/2013/biz/biz/rob-lowe-rashida-jones-leaving-parks-and-rec-1200570573/http://variety.com/v/biz/http://variety.com/2013/film/news/sag-aftra-seeks-dismissal-of-ed-asner-suit-over-unpaid-funds-1200570551/http://variety.com/v/film/http://variety.com/2013/tv/news/ali-liebert-international-star-you-should-know-1200570067/http://variety.com/2013/tv/ratings/owns-haves-have-nots-hits-series-high-sets-network-mark-1200570620/http://variety.com/2013/tv/news/the-walking-dead-showrunner-glen-mazzara-looks-past-amc-hit-1200570222/http://variety.com/2013/tv/people-news/obituaries-people-news/bonnie-young-personal-manager-dies-at-75-1200570709/http://variety.com/v/tv/http://variety.com/2013/tv/news/the-walking-dead-showrunner-glen-mazzara-looks-past-amc-hit-1200570222/http://variety.com/v/tv/http://variety.com/2013/tv/people-news/obituaries-people-news/bonnie-young-personal-manager-dies-at-75-1200570709/http://variety.com/v/tv/ -
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OWN's 'Haves & HaveNots' Hits
http://variety.com/2013/tv/ratings/owns-haves-have-nots-hits-
series-high-sets-network-mark-
1200570620/)
TV
HTTP://VARIETY.COM/V/TV/)
TLC to Air '132 PoundScrotum'
http://variety.com/2013/tv/news/tlc-
sacks-up-with-132-lb-scrotum-special-1200570621/)
BIZ
HTTP://VARIETY.COM/V/BIZ/)
MSNBC: Too MuchOpinion and Not
http://variety.com/2013/biz/news/does-msnbc-lean-too-far-
forward-1200570561/)
http://variety.com/2013/tv/news/tlc-
acks-up-with-132-lb-
scrotum-special-
1200570621/)
03:11PM PT
http://variety.com/2013/biz/news/does-
msnbc-lean-too-far-
forward-
1200570561/)
03:05PM PT
Jones Leaving 'Parks(http://variety.com/20
lowe-rashida-jonesleaving-parks-and-re
1200570573/)
This is literally not good news for the tow
Pawnee, Indiana. Sources have confirmthat Rob Lowe
http://variety.com/2013/biz/biz/rob-lowe-rashida-jones-leaving-parks-and-rec-1200570573/http://variety.com/2013/biz/news/does-msnbc-lean-too-far-forward-1200570561/http://variety.com/2013/tv/news/tlc-sacks-up-with-132-lb-scrotum-special-1200570621/http://variety.com/2013/biz/news/does-msnbc-lean-too-far-forward-1200570561/http://variety.com/v/biz/http://variety.com/2013/tv/news/tlc-sacks-up-with-132-lb-scrotum-special-1200570621/http://variety.com/v/tv/http://variety.com/2013/tv/ratings/owns-haves-have-nots-hits-series-high-sets-network-mark-1200570620/