Telemundo to expand telenovela production in Hialeah
By Ivan A. Rodriguez
Telemundo, famous for its passionate telenovelas, says it will swell its original production by more than 50% at its Hialeah location and add 800 hours of general content — a 40% increase — to its 2012-2013 programming lineup.
"We are producing more than ever. We filmed more than 1,100 hours last year and this year we're on the same road," said Joshua Mintz, executive vice president of scripted programming and general manager of Telemundo Studios.
A telenovela, which is a series similar to a soap opera, tells a full story in about 150 one-hour episodes.
So far, scenes for these telenovelas have almost all been filmed in Miami and about 100 or more people are employed per production, depending on how complicated it is, said Mr. Mintz.
"There's been a great investment on employment and on technology. We have more people working in Telemundo than ever before," said Mr. Mintz.
Telenovelas and other content are filmed in Miami because of its proximity to countries where talent for the company comes from, said Mr. Mintz, who considers the city location a privilege for production in Spanish.
"Miami is two to three hours away by plane from cities where a lot of our talent comes from. It's the center of the international Hispanic community," said Mr. Mintz.
Telemundo's multiple platforms include the Telemundo Network, a Spanish-language television network featuring original productions, theatrical motion pictures, news and sports events; mun2, the preeminent voice for bicultural Hispanics in the US; Telemundo Digital Media, which distributes Telemundo's content across digital and emerging platforms including mobile devices; and Telemundo Internacional, the international distribution arm that has positioned Telemundo as the second-largest provider of Spanish-language content worldwide by syndicating content to more than 100 countries in over 35 languages.
"This season we are presenting our most ambitious original programming slate ever, a testament to our commitment to produce the most relevant Spanish-language content for the largest Hispanic audience possible," said Emilio Romano, president of Telemundo Media, in a press release.
"Fueled by our record-breaking performance and the support of Comcast and NBCUniversal, together with a leading team of executives, our mission is to become the number-one Hispanic media company in the US and the leading producer of Spanish-language content in the world," he added.
Telemundo also announced the launch of its new branding campaign for the fall and unveiled a new logo.
The network said its original programming will embody the brand attributes of modern, original, creative, pioneering and passionate, all aimed at speaking to the hearts and minds and the unique perspective of its audience.
"Hispanics living in the US often transcend two worlds — roots in their home country and their lives here today," said Jacqueline Hernández, chief operating officer of Telemundo Media.
"Our new positioning platform reflects our audience's duality of being in America and being Latino," said Ms. Hernandez.
Additionally, the company expanded its family of mobile applications with the launch of the Telemundo Entertainment Application.
Telemundo Media said it had an increase of four share points in the first half of the broadcast season and delivered its highest-rated quarter ever in network history with total viewers, an increase of 10% from the first quarter in 2011.
The company said that last year, Telemundo and mun2 added more than 50 new advertisers, with 20% growth in national ad revenue.
During the first quarter of 2012, Telemundo added 12 advertisers, with increases in the automotive and pharmaceutical categories.
Additionally, Telemundo Digital announced the launch of its Entertainment application, which features bilingual content from Telemundo's CrossOver channel.
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