Over the past 12 months, the network has experienced over 700% growth of its Facebook page and 500% of its Twitter account–and the new bilingual strategic social media unit aims to capitalize on it. Allowing viewers to establish a unique identity and build relationships with content, “[email protected]” is set to deliver fans across Facebook & Twitter interactive experiences tied to TV programming.
With dedicated Social Media resources tied to each of Telemundo’s shows and novellas, [email protected] will take the viewing process to a more engaging level. Building on its interactive broadband series, “Telemundo Live” and mobile social initiatives, Telemundo plans to expand its focus on sharing more access to its studios, shows and talent in Spanish and English.
The new department will be led by Borja Perez, VP/Digital Media and Integrated Solutions, who will work in close collaboration with Telemundo’s studios and Network Sales, as well as the programming, news and sports divisions.
Said Peter Blacker, EVP/Digital Media and Emerging Businesses: “By leveraging the power of social media with our ability to create original programming, we are able to create a dialogue amongst our “viewsers,” which is increasingly attractive to our advertisers.”
Telemundo noted that U.S. Hispanics are incredibly active consumers of social media and are 1.5 times more likely then the General Market to be active in this space. Over 29 million U.S. Hispanics are online, and U.S. Hispanic Internet audience growth outpaced total U.S. online population by 50%.1 84% of Hispanics have a broadband connection versus 79% of non-Hispanics. Entertainment, particularly video, plays a critical role in internet use among U.S. Hispanics, and the Hispanic community overindexes in this area compared to the general market. 37% of Hispanics watch video on the internet compared with 31% non-Hispanics, while 42% of Hispanics watch entire TV shows online compared with 28% of non-Hispanics.
RBR-TVBR observation: The move should help Telemundo Networks help measure how social media helps ratings—and attempt to quantify it for advertisers. The content and opportunities put together will go well in multiplatform ad sales for the upfront. Some shows will command more chatter and engagement in the social media realm. Their on-air and online ad rates may increase accordingly.