Eureka- Marketings Next Big Thing Revealed at Univision Upfront

Posted on: May 14th, 2008
Filed Under: Blogante Business, Business, Media, Press Releases
Tags: attorney, crime, Cristina Saralegui, documentary, Don Francisco, Eugenio Derbez, family, Film, hispanic voters, HIV, Hollywood, Jorge Ramos, judge, kate del castillo, Mariana Seoane, Mexico, mobile, Nielsen, novela, Premios Juventud, radio, Reno, restaurant, sales, Shakira, soccer, Spanish-language, Tecate, telefutura, televisa, television, TuTv, Univision

Univision Communications Inc., the leading Spanish-language media company in the U.S., today presented the 2008-2009 programming line-up for its three television networks and showcased their unique 360^o marketing resources as solutions for clients seeking growth. Univision challenged advertisers to view Hispanic consumers as the growth engine of tomorrow and the key to marketing success. The presentation included a heart-stopping performance by music superstar Shakira and the opening number of “In the Heights,” the hit Broadway musical about the Hispanic experience in the U.S. which was just nominated for 13 Tony Awards®. The Upfront event was held this morning at the Frederick P. Rose Hall/Jazz at Lincoln Center in New York City and was hosted by Univision CEO, Joe Uva, Univision president and COO, Ray Rodriguez, and president of advertising sales and marketing, David Lawenda.

“This year’s Upfront is not about marketing to Hispanics, but about marketing itself,” said Uva. “It’s about the gap between the true power of the Hispanic consumer to grow brands and those advertisers who have yet to realize that a marketing strategy that is not fully committed to the Hispanic consumer, is hardly a winning strategy.”

“Univision is delivering innovative, quality programming that has performed very well year after year,” said Rodriguez. “The strength of our programming, combined with the unique connection with our audiences, allows marketers to build cross-platform initiatives that can help build market share.”

“Marketing to Hispanics grows brands today and builds loyalty for tomorrow, and only Univision offers advertisers innovative and results-driven marketing solutions via the most powerful, cross-platform vehicles in Spanish-language media,” commented Lawenda. “Every dollar spent with Univision is truly a dollar invested in growth.”

While only a small percentage of viewers are unique to the top English-language networks, 60% of Univision’s Adult 18-49 audience are unduplicated viewers who are not exposed to advertisers’ messages anywhere else. In addition, during the last five years while the English-language networks have lost audience, Univision has been growing. In just the last year, Univision was the #1 network in America in the highly coveted Adult 18-34 demographic on 55 nights, beating ABC, CBS, NBC, and FOX.

Univision Communications includes the #1 Spanish-language television network, the #1 Spanish-language cable network, the #1 Spanish-language radio properties and the #1 Spanish-language online portal.

Upfront Presentation Highlights

The company presented client testimonials attesting to the positive results it has achieved. Representatives from leading brands such as AT&T, Ford, General Motors, and Miller Lite shared their success stories about how Univision helped grow their business.

The presentation also outlined the benefits of the recently introduced Fusion research tool, created in partnership with Nielsen Media Research. Measuring the viewing habits of product purchasers against the purchasing habits of TV viewers, the Fusion research tool is designed to help clients target consumers more efficiently and quantify their return on investment.

Building on its more than 40 years of community involvement, Univision unveiled its new environmental initiative, “Piensa Verde, Actúa Verde” (Think Green, Act Green), a company-wide effort to educate viewers on the importance of protecting the environment that includes a variety of specials and 50+ energy conservation tips. A number of popular programs will have “green” content, including “Premios Juventud,” “Primer Impacto” and Galavisión’s most popular entertainment, lifestyle and news programs such as “Acceso Máximo,” “Moda al Rescate,” “Decorando Contigo,” “Tu Salud,” “Delicioso,” and “En Profundidad.”

Univision Network News, anchored by Jorge Ramos and María Elena Salinas, will continue to provide the most complete Spanish-language coverage of the 2008 presidential elections, including the Democratic and Republican National Conventions, in “Decisión 2008” (Decision 2008). With the most in-depth, relevant coverage and special editions of “Al Punto” (To the Point), Univision undoubtedly is the source of information for Hispanic voters in November as they flock to the polls to make U.S. election history.

In addition, Univision awarded its 2^nd annual Corazón (Heart) Awards, which pay tribute to commercials that best connect with Hispanic consumers, as judged by viewers. Advertisers submitted dozens of entries, which were posted on Univision.com, and users voted for those they found particularly meaningful. This year’s winners were Ford and Pampers.

Photographs of new programs and pictures of the Upfront event and stars are available for download at the following Internet address: ftp://ftp.univision.net. USERNAME: press, PASSWORD: upfront2008

2008/2009 Programming Highlights for Univision, TeleFutura and Galavisión

PRIMETIME

Novelas

Univision’s 2008/2009 novelas will continue to capture Hispanic hearts and set the standard for Spanish-language television’s favorite programming genre. The network’s lineup of stellar productions includes: “Las Tontas No Van al Cielo”(Dumb Girls Don’t Go to Heaven), a light-hearted look at how love can often make us do foolish things we wish we hadn’t, starring Jacqueline Bracamontes, Valentino Lanús, and Jaime Camil; “Tormenta en el Paraíso”(Storm Over Paradise), a novela that raises awareness about green issues and tells a timeless love story in which two young lovers fight to break a 1,000 year-old Mayan curse, with Sara Maldonado, Eric Elias and, in her long-awaited return to novelas, the immensely popular singer/actress, Mariana Seoane; “Querida Enemiga” (My Dearest Enemy), a tale of intense betrayal and deep dark secrets unfolds between an unlikely couple of young lovers, starring Ana Layevska, Gabriel Soto, Carmen Becerra, Mike Biagio and the legendary actress, María Rubio; and “Alma de Hierro”(Soul of Steel), the story of an unconventional family who will have to learn to live together and overcome the trials and tribulations that confront them, starring renowned Mexican actor, Alejandro Camacho, and a stellar cast that includes Blanca Guerra, Jorge Poza and Adamari López.

For the very first time, TeleFutura will premiere two primetime novelas: an original production of the epic story, “Doña Bella” (Lady Bella) which will capture audiences with its sensual and passionate love story; and “Azúcar” (Sugar), the story of forbidden love that unfolds amidst the sugar cane plantations of a wealthy family hiding a deep, dark secret, and provides advertisers with organic product integration.

Series

Coming to Univision is “La Rosa de Guadalupe” (The Rose of Guadalupe), a dramatic TV series that reconstructs real-life events, dreams and unexplained events in stories full of hope and inspiration. Later in the year, the network will also premiere “Central de Abasto” (Farmer’s Market), a unique series that takes place within one of Mexico City’s most important markets and business centers. Full of bodegas (grocery stores), beauty salons, restaurants, jewelry stores, and other shops, this bustling market is the perfect setting for tales about the unique characters and personalities one can only find in such a colorful place.

Galavisión brings viewers a show that explores the complexities of the American judicial system through the eyes of the dedicated men and women who serve it, “Fiscales” (District Attorneys). Through compelling reenactments and actual archival footage, the show features the high drama of some of the most infamous crimes and trials in U.S. history.

Reality Competition and Game Shows

Continuing its tradition of offering emotionally charged reality and entertaining game shows, Univision, TeleFutura and Galavisión introduce three new programs that are sure to become instant audience favorites.

Coming next year to Univision is “¡Viva el Sueño!” (Live the Dream!), a 13-week competition that showcases some of this country’s most talented, but struggling professional Hispanic performers who have recording contracts, but need just one big break to make it to stardom. This mega production will air live across the U.S. and Puerto Rico, and feature a panel of renowned music-industry experts. In the end, viewers will vote and ultimately choose Latin music’s next superstar.

TeleFutura introduces a unique game show for the entire family, “Dame la Pista” (Give Me a Clue). As kids give clues, adults try to guess the “secret word” to win the grand prize. But since kids often speak in their own language, the adults are often clueless.

Take a man, his wife, his mother, and a kitchen, and what do you get? Galavisión’s new, innovative game show, “¡Yo Cocino Mejor que mi Suegra!”(I Cook Better than My Mother in Law!). More than just a cooking show, this entertaining and hilarious competition pits wives against their mother-in-laws to see who knows their favorite man the best. Then, they meet on the ultimate battleground, the kitchen, to whip him up something special. When the husband/son picks his favorite dish in a blind taste test, one thing’s clear; no matter who wins, he loses!

Variety

Primetime’s “Queen of Talk,” Cristina Saralegui, marks her 20^th anniversary this year, and it’s going to take a whole year for a celebration this big. With retrospective vignettes, surprise guests and special editions of “Soñando Contigo” (Making Dreams Come True), it’s going to be an unforgettable celebration. And if that weren’t enough, Cristina will continue to cover the topics, issues, and people that viewers won’t see anywhere else, making “El Show de Cristina” (The Cristina Show) the only ‘talk-show’ on Spanish-language television that is guaranteed to have everyone talking.

Movies

Next year, Univision brings U.S. Hispanic viewers two of this year’s biggest Spanish-language box office hits. “Ladrón Que Roba a Ladrón”(How to Rob a Thief) is the story of two clever con-men who join forces to rob the biggest thief they know, starring a well-known cast of novela actors including Fernando Colunga, Gabriel Soto, Miguel Varoni and Ivonne Montero. The critically acclaimed film “La Misma Luna” (Under the Same Moon), will make its television debut on Univision. This heartwarming story of a mother and son who are separated by geography, but connected by love, stars Kate del Castillo, Eugenio Derbez, Carmen Salinas, and Adrián Alonso.

TeleFutura gives a new meaning to movie night with “Fiesta de Película” (Movie Party), a fun-filled, interactive party set in an urban/city loft. Hosted by a lively group of friends, they are joined by family, neighbors, and special guests to watch and chat about the night’s hit Hollywood movie.

DAYTIME

Novelas

Univision introduces a captivating novela for daytime fans with “Valeria,” an intense and passionate story about two soul-mates fighting to keep their love alive.

WEEKEND PRIMETIME

Variety

It’s a whole new Sábado…and it’s more Gigante than ever! The Spanish-speaking world’s most popular Saturday night tradition is dialing up the fun and surprises with an extraordinary makeover. Hosted by everyone’s beloved Don Francisco, “El Nuevo Sábado Gigante” (The New Giant Saturday) is three fun-filled hours of all new comedy skits, more challenging amateur talent contests, even more intensely emotional family reunions, more spectacular performances by the biggest Latin music stars in the world, and for the first time viewer interaction via mobile phone and the Internet.

Reality

Univision expands its hit reality beauty competition “Nuestra Belleza Latina” (Our Latin Beauty) to two full hours on Sunday nights to bring viewers even more thrills and glamour, hosted by the ever popular Giselle Blondet. With more content than ever before and increased viewer participation, this show goes behind the traditional trappings of TV beauty pageants as some of Hispanic America’s most beautiful and talented women face-off in a fierce, competition that goes beyond looks alone.

Nature Program

Proudly partnering with global documentary giant National Geographic, Galavisión brings nature lovers a one-of-a-kind show the whole family can enjoy, “Expedición Global” (Global Expedition). With amazing journeys to incredible landscapes and gripping wildlife stories, the program offers a spectacular window into our majestic planet.

WEEKEND DAYTIME

Kids Block

An educational and informative (E/I) programming block to appeal to kids of all ages, “Planeta U” (Planet U) is a safe zone for all young viewers airing on Saturday mornings with an exciting line-up of shows including “Dora the Explorer” and “Go Diego, Go!”

Family Shows

Univision proudly presents “¡Viva la Familia de Todobebé!,” a new weekend show that mixes humor, entertainment, “reality” segments, interactivity, and lots of important information of special interest to young families. The show also marks the return to television of Mexican megastar, and recent new mom, Aracely Arámbula.

Do-it-Yourself

The ultimate program for today’s do-it-yourself fans, “Como Nuevo” (Like New), arrives on Galavisión. Through expert advice and useful tips, viewers will find the tools they’ll need to tackle their remodeling projects and give new life to their own home improvement.

Sports

Reality TV gets kicked into full gear with Univision’s new action-packed series “El Juego Supremo” (The Ultimate Match). Five soccer legends from Mexico and five from the U.S. and Latin America, will mentor two amateur soccer teams. These gifted amateurs will compete for the one-of-a-kind opportunity to play alongside their idols in an ultimate match at the end of “boot camp.” Each week, a player gets eliminated until only five remain on each team. The survivors will join the legends and face-off in what promises to be one of the most exciting fútbol matches on Spanish-language TV. In addition, Univision will debut the first annual “Tecate Premios Deportes” (Sports Awards), a star-studded tribute to sports featuring performances by some of Latin music’s leading entertainers as well as other luminaries who will come together to honor the character and sportsmanship of Hispanic athletes.

Returning this season are some of the most popular tournaments in Spanish-language television, including “Camino al Mundial” (On the Way to the World Cup) featuring the qualifying games for the 2010 World Cup, “Copa Confederaciones Sud África 2009” (Confederations Cup South Africa 2009) and “Copa Oro 2009” (Gold Cup 2009), as well as the yearly MLS and FIFA tournaments. In addition, Univision’s highly-rated “República Deportiva” (Sports Republic) celebrates 10 years of great entertainment, and brings viewers more sporting highlights, interviews, and commentaries with popular hosts Fernando Fiore, Roxana Franco and Félix Fernández.

SPECIALS

Univision Network’s blockbuster specials have made it the home of the mega-events. With more specials than any other U.S. Spanish-language network, Univision airs the premier musical events, award ceremonies and festivals in the Spanish-speaking world including: “The Latin GRAMMY® Awards,” celebrating its historic 10th edition in 2009; “Premio Lo Nuestro a la Música Latina,” the longest-running and most-watched awards show on Spanish-language TV honoring the best in Latin music; “Premios Juventud,” Spanish-language TV’s first and only awards show honoring idols of Hispanic youth in the areas of film, music, sports, fashion and pop culture.

TeleFutura also offers star-studded celebrations all year long. Building on the success of its “Reventón” (Party) franchise, TeleFutura adds more star-studded parties to its line up in celebration of some of our nation’s most popular holidays. “Escándalo TV” (Showbiz TV) presents the new “Reventón del Verano” (a kick-off to the summer on Memorial Day), and bigger and better editions of “Reventón del 4 de Julio” (a 4^th of July celebration), “Reventón del Día Del Trabajo” (a farewell to the summer on Labor Day), and the “Reventón De Las Estrellas” (an all-star special celebrating the Latin GRAMMYs to be broadcast from Houston this year). All shows air live and are full of music, dancing, comedy sketches, celebrity guests, live performances, and more.

Galavisión also brings a roster of high-quality specials this season, including new programs like “Al Corriente” (The Latest), a primetime special airing once per quarter that gives viewers a comprehensive download on all the latest movies, video games, fashion trends, technologies, vacation getaways, and much more.

Univision Communications Inc.

Univision Communications Inc. is the premier Spanish-language media company in the United States. Its operations include Univision Network, the most-watched Spanish-language broadcast television network in the U.S. reaching 99% of U.S. Hispanic Households; TeleFutura Network, a general-interest Spanish-language broadcast television network, which was launched in 2002 and now reaches 89% of U.S. Hispanic Households; Galavisión, the country’s leading Spanish-language cable network; Univision Television Group, which owns and operates 64 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Spanish-language radio group which owns and/or operates 70 radio stations in 16 of the top 25 U.S. Hispanic markets and 5 stations in Puerto Rico; and Univision Online, the premier Spanish-language Internet destination in the U.S. located at www.univision.com. Univision Communications also has a 50% interest in TuTv, a joint venture formed to broadcast Televisa’s pay television channels in the U.S. Univision Communications has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States.

For more information, please visit www.univision.net.

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