Telemundo Media, the fastest growing broadcast network in primetime among adults 18-49, according to Nielsen, today announced its 2012-2013 programming lineup, with more than 800 hours of original content, increasing the network’s original programming slate by nearly 40 percent. The network’s new programming increase includes six telenovelas, two daytime shows and a reality competition.
Telemundo backed up these new changes with a launch of its new branding campaign for the fall and unveiled a new logo capturing the essence of the Hispanic experience in the U.S. Additionally, Telemundo expanded its family of mobile apps with the launch of the Telemundo Entertainment App, giving audiences access to Telemundo content wherever and whenever they want it.
I’m a sucker for gradients and shadows and the Telemundo logo makes use of both perfectly. The new red brand color is vibrant and the logo pops out enough to almost seem as if it has movement. The old logo is flat and boring while the new one is fresh and brings new life to the network. The way the 2 odd shapes seem to mesh with each other yet remain transparent is innovative and memorable. Upon a second look at the logo life, the crossover design is inspired by the previous versions of the logo. The Type below the icon is kerned perfectly and very bold, making the name very easily readable.
“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, Telemundo Media. “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 U.S. and the leading producer of Spanish-language content in the world.”
Last year, Telemundo and mun2 recorded their best upfront season ever, adding more than 50 new advertisers, delivering 20 percent growth in national ad revenue, more than any other Spanish-language broadcast network. An estimated $88M of new business came to Spanish-language television with Telemundo commanding more than half (55 percent) of that new business. And in the first quarter of 2012, Telemundo added 12 new advertisers, with increases in the automotive and pharmaceutical categories.
Telemundo will launch its rebranding campaign complete with a new logo, tagline and on-air identity. The network’s new positioning platform aims to capture the duality of Telemundo’s audience, balancing the strong connection to their Latin roots with their contemporary mindset of living in the U.S. The network’s original programming aims to 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 U.S. often transcend two world—roots in their home country and their lives here today,” said Jacqueline Hernández, Chief Operating Officer, Telemundo Media. “Our new positioning platform reflects our audience’s duality of being in America and being Latino.”
Additionally, Telemundo Digital announced the launch of its Entertainment App. The Telemundo Entertainment App features bilingual content, marking the first time Telemundo and mun2 partner on a mobile app. The app is great and the interface is very friendly with beautiful graphics. It will be interesting to see it with the new brand elements in place.
The bilingual app features content from Telemundo’s popular CrossOver channel provides users with the most up-to-date entertainment news through breaking news alerts. Users can access Telemundo’s full programming schedule and add calendar reminders to their phone about program air dates and times and mark particular programs and sections as “favorites.”
In addition to commenting on and rating the app’s articles, photos and videos, a new social media integration enables users to share content from the app directly with friends and followers, as well as follow, tweet and re-tweet favorite Telemundo programs, talent and celebrities.