Telemundo’s exclusive digital partnerships attract a new generation of multicultural audiences
NBCUniversal Telemundo Enterprises announced an exclusive content partnership with VICE Media, the world’s leading global youth media brand. The partnership will include the co-production of original documentary segments on subjects ranging from music, sports, food, culture and more for Telemundo News, and the acquisition of an exclusive 1-hour hosted weekly show for Universo, Telemundo Enterprises’ entertainment cable channel. Both programs are expected to start airing in the fall.
As the media company reaching the largest number of Hispanics and millennials online in the U.S., NBCUniversal and Telemundo added the VICE partnership to a string of exciting programming partnerships with companies such as BuzzFeed, Snap, Vox, Mashable, Musical.ly, Tasty, Tastemade and Endemol Shine Latino. The creative and innovative programs coming out of these collaborations aim to attract young Hispanic audiences, what the network calls “Generation M™:” multicultural, mobile, millennials.
“As the #1 media company reaching Hispanics online in the U.S., we are thrilled to partner with leading digi-social and entertainment companies, providing our consumers and advertising partners with groundbreaking content experiences, and solidifying our role in redefining multicultural media,” said Peter Blacker, EVP, Digital and Emerging Business, NBCUniversal Telemundo Enterprises. “Generation M™ is evolving the way audiences and advertisers approach media. Our dominant scale and best-in-class partnerships offer unique opportunities to connect with this critical segment of America.”
NBCUniversal Telemundo Enterprises’ digital partnerships offer partners the opportunity to reach millions of Hispanics through various content categories:
Snap Show – Telemundo partners with Snap to launch the first-ever Hispanic show. Snap Shows are original stand-alone programming produced exclusively for Snap by leading TV networks and studios, shot vertically for mobile.
Frente-A-Frente: Telemundo partners with BuzzFeed’s Pero Like team to co-create and co-distribute backstage video content from the network’s top award shows such as the Billboard Latin Music Awards, Premios Tu Mundo and Latin American Music Awards. Top celebrities face off in a game that ranges from Hispanic accents to personal stories and other funny topics. To view the first edition of Frente-A-Frente, produced at the 2017 Billboard Latin Music Awards, click here.
Double Acción 52 – The network’s real-time media experience app, Double Acción, expands to 52 weeks a year. Through this innovative take on storytelling, fans of Telemundo’s Super Series™ are able to insert themselves into the action through the app, which offers unique interactions that synch up with the series as it is playing, now all year long. In addition, fans are able to access exclusive content on the app including videos, photos and other interactive content.
“Love Clicks 24/7” takes the reality genre to a whole new level for Generation M™. Produced in partnership with Endemol Shine Latino, “Love Clicks 24/7” is a bilingual reality show for the streaming age where three single men will compete in their search for true love. But while the men think they have the upper hand in this search, the tables will turn and the women actually have their pick. However, in the end it is the audience who decides if this couple really clicks and without their votes, even Cupid is left powerless.
Much Ado About Nada – based on initial success of the groundbreaking project “Much Ado About Nada,” a short-form series that combines Telemundo’s successful original content production and storytelling and BuzzFeed’s expertise in insights-based publishing and distribution, the network has greenlit a second season of the series.
SLS Weekend Wrap (WT): A weekly segment covering the weekend’s biggest news, authentically and fun, co-hosted by Telemundo and BuzzFeed talent. The segment will air on Telemundo first during “Suelta La Sopa” on Mondays and will feature special digital editions co-distributed by Telemundo and BuzzFeed across their platforms.
World Cup Virtual Reality On-Demand Experience – For the first time ever, a full-service virtual reality app will be available for the 2018 FIFA World Cup Russia™. The VR app enables fans to enjoy select live matches from a virtual VIP suite through a super wide angle feed, experiencing the best of both worlds: feeling like being at the stadium, while watching the high-quality TV signal. A wide variety of VR content produced for the 2018 FIFA World Cup Russia™ will be available in the VR app: 2D feeds, 180° views, 360° short-form video content and near-live multi-angle clips. The VR app will be available on multiple mobile platforms as VR headset experiences or non-headset Magic Window.
World Cup Party Pack: For the first time ever, Telemundo and Tasty partner to provide sports fans a curated “party pack” that includes top recipes, ingredients and related items to host their own fútbol watch party. The customized packs will be available for purchase online and include sponsor products sampling and brand integrations. BuzzFeed and Telemundo will promote the party pack via social video featuring top talent from each network, showcasing their own national pride.
NBCUniversal Telemundo Enterprises will continue to collaborate with Vox on sports initiatives to drive interest in audiences for the FIFA Confederations Cup Russia 2017™ and the 2018 FIFA World Cup Russia™.
Based on the successful collaboration with musical.ly for the 2017 Billboard Latin Music Awards, NBCUniversal Telemundo Enterprises will continue to work with musical.ly on new Hispanic-focused entertainment concepts.
Tastemade and Telemundo created a new brand Secret Salsa that reflects the cultural interests of the U.S. Hispanic millennials in food and travel, with the familiar tone of your abuelita’s cooking.
A partnership with Mashable for the creation “El Pulso Mashable,” which covers digital culture and social trends for the U.S. Hispanic market and Latin America markets.
Source: comScore Multiplatform Report, Q1 2017 average, Hispanics P2+, Hispanics Age 18-49, Hispanics Age 18-34. NBCU Hispanic Plus: Comcast NBCU, NBCU Sports, Sproutonline, Mashable.com, Vox Media. Fusion Media Group: Gizmodo Media, Onion Inc., The Root, Fusion.net. Univision Digital