Hispanic TV Upfronts: Sights and Sounds I

Last year I told readers of this blog I would strive to become a sort of ‘El Gordo y la Flaca’ of Hispanic marketing and advertising, bringing them some juicy gossip and fun facts surrounding this ever exciting market. Well, this week was upfronts week in Manhattan, and although some big networks decided not to hold traditional presentations, I still had my share of cocktails, parties and -of course- the always ultra chic, popular and star-studded People en Español Bellos bash.

Some highlights:

Still trying to figure out how to beat Univision in prime-time, Telemundo this week said it is working on a remake of El Clon, the successful Brazilian telenovela which it aired in 2002. Still my favorite upcoming project is Sin Tetas no Hay Paraíso, which NBC insists in translating as “Without Breasts There is no Paradise,” but from now on, I will call “No Tits No Glory.”

-Still trying to figure out how to continue its smashing ratings success among Hispanics, Univision said it is working on a revamped, reloaded, 360, all-new version of …. Sábado Gigante! Yep. The “new” show, coming to you this fall, is aptly named… El Nuevo Sábado Gigante… Qué más?

-And still trying to figure out what the hell is that it is supposed to do to compete with Univision and Telemundo, Azteca America decided not to hold an upfront this year. Instead, it opted for a series of client meetings around the country pitching its programming as proudly “Made in Mexico.” … Didn’t they proudly pitch a “Made in the U.S.” strategy last year? Ay caramba!

-MTVTr3s, for its part, couldn’t care less about Gigantic Saturdays or refried telenovelas. Instead, it rocked Tuesday night with an upfront presentation at Times Square’s B.B. King starring Don Omar sans Ms. Guerrido…

In the end, Univision managed to steal everybody’s thunder with a surprise -and very much appreciated- mini-concert by Shakira to close its presentation at Jazz Lincoln Center.

More to come… Stay tuned

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One Response to Hispanic TV Upfronts: Sights and Sounds I

  1. Monica Taher says:

    Hey Laurita:

    I just read this post, but “más vale tarde que nunca…”

    Azteca América’s slogan is not “Made in Mexico.”…It is “Made in Mexico customized for our U.S. Hispanic Audience” – Big difference. In other words, we are not saying the opposite as you present it here. Azteca América has both: U.S. and Mexico-made productions.

    Saludos y besos.

    Mónica Taher, Director of Communications
    Azteca América & Azteca México Television Networks

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