Telemundo Communications Group has completed two major content development deals with The Vidal Partnership, the largest independent Hispanic marketing communications agency in the U.S. The deals include extensive integration partnerships with some of the agency’s leading client base who will feature mobile, broadcast and digital content within Telemundo’s hit reality show "Letra y Musica" (Music & Lyrics) and the popular series "Sin Senos No Hay Paraíso" (Without Breasts There Is No Paradise).
"For the first time ever, Telemundo is asking our digital and mobile platform users to decide the onscreen outcome of our hit primetime TV novela," said Jacqueline Hernández, Chief Operating Officer, Telemundo. "With the development and production of "Letra y Musica" and "Sin Senos No Hay Paraíso," we are leveraging Telemundo’s unique ability to produce original content."
Telemundo and The Vidal Partnership worked together with Animus Entertainment Group to organically develop the concept for "Letra y Musica" and to create new ways to deliver content to viewers. The Vidal Partnership’s years of experience and strong client relationships as well as Telemundo’s unparalleled assets, including flexibility with content and concept development partnered seamlessly to develop "Letra y Musica." "Letra y Música," produced by Promofilms and broadcasted on Telemundo, features 10 contestants who are working to make a name for themselves in the Hispanic music industry. The winner receives a cash prize as well as a special appearance at this year’s Premios Billboard 2009. This reality show is the result of customized program development and full production integration that takes into account the sponsorship, brand integration and strategic product placement. Proving its success during its first season, the show will return with a 1-hour holiday special later this year.
"The Vidal Partnership is thrilled to have partnered with Telemundo Communications Group, enabling us to offer exclusive and innovative ways to highlight our clients’ products and services. Furthermore, servicing as a key differentiator from the competition through unique content integration", explained Oswald Mendez, managing partner, director of integrated communications at The Vidal Partnership.
Sponsorship integrations can also be viewed on "Sin Senos No Hay Paraíso", a series based on Gustavo Bolivar’s best-selling novel and inspired by true-life events about an innocent young woman named Catalina, who makes the wrong choices. Forced to undergo surgery to escape from the misery that oppresses her, she meets a deceitful man who puts her life at risk. Traditional storyline boundaries will be broken down as viewers are invited to visit www.telemundo.com to vote on and determine direction of the storyline. On-air, a series of mobile and webdrivers will invite viewers to watch and cast online votes for their favorite "Camino de Catalina" (Catalina’s Travels) storyline. The winning "Camino" episode will be unveiled when it airs on Telemundo and Telemundo.com, and the storyline will continue to be reflected throughout the course of the novela.