Univision presented the 2008-2009 programming lineup for its three television networks. The upfront event was held this week at Lincoln Center and hosted by Univision CEO Joe Uva; President/COO Ray Rodriguez, and president of ad sales and marketing David Lawenda.
The presentation included a performance by Shakira and the opening number of “In the Heights,” the hit Broadway musical about the Hispanic experience in the U.S.
“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.”
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.”
2008/2009 Programming Highlights for Univision, TeleFutura and Galavisión:
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.
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
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!
Primetime’s “Queen of Talk,” Cristina Saralegui, marks her 20th 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.