Latino television arrives as an upfront player — and a new player arrives in Latino TV
Last week’s television upfronts in New York featured a distinct Latin flavor for the first time — and marked a coming-out party of sorts for a new player in the Latino TV marketplace, MundoFox.
Univision and Telemundo have long joined other networks, including NBC, Fox, ABC, ESPN, Turner, CBS and the CW, in making presentations of new programming in order to sell upfront advertising. But this year, Discovery U.S. Hispanic, Fox Hispanic Media, V-ME and MTV’s Tr3s were also part of the four-day series of events that drew a fray of advertisers, industry executives and talent, media buyers and journalists from all over the world to various venues around the city.
On Tuesday, May 15, 2012, top-rated Univision took over the New Amsterdam Theater for its high-energy presentation, including an appearance by “Modern Family” star Sofia Vergara and a performance by Shakira. In previous years, performers have included Ricky Martin and Pit Bull, making this probably the only upfront where attendees got to shake their booties.
This year, its presentation came on the heels of the major announcement that it is partnering with ABC News on an English-language news channel set to launch in early 2013.
Ad sales chief David Lawenda was in the midst of a prop-laden demonstration of the power of Univision’s audience when Vergara strutted out on stage in a leopard print dress. “Honey, I may work somewhere else, but this is where I live,” she said, alluding to Univision’s upfront tagline, “Latinos Live Here,” before going on to introduce network president Cesar Conde in a comedic skit that featured a very young look-alike of the exec.
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