Telemundo Unfolds Its "Next Level" 2024-25 Upfront Appeal

By Upfronts/NewFronts Archives
Cover image for  article: Telemundo Unfolds Its "Next Level" 2024-25 Upfront Appeal

Once upon pre-coronavirus pandemic times, Telemundo would bring its executive team and talent to New York mid or late April for an Upfront breakfast showcase. Since 2020, NBCUniversal's Spanish-language TV organization made its annual public event for advertisers and press a two-parter, with a virtual unveiling of key announcements and strategy out of its Miami headquarters in April, followed by a concert opening night of NYC Upfront week mid-May. For 2024, Telemundo resumed the single event approach May 13, bringing attendees together at a first-time Upfront Week venue -- The Shed, the new performing arts/entertainment center of Manhattan's chic Hudson Yards district.

The Big Message: Telemundo is on the move, determined to up its game as a leading Spanish-language content player in every format from news coverage to innovative scripted dramas and unscripted competition series. This "next level" transition will open up a wider variety of ways to advertise on the network, sister linear network Universo and a growing assortment of smart TV set/device-distributed content, including the just-launched Noticias Telemundo Ahora/Telemundo News Now service. "Telemundo is our competitive advantage." explained NBCUniversal News Group Chairman Cesar Conde, "and it can be yours."

Hosts: Conde and other NBCUniversal or Telemundo senior executives kept their time in the host position to a minimum, preferring to let on-air talent (appearing in pairs by subject matter) handle the majority of presenting.

What Worked: The pace of the presentation. Each content-oriented segment was short and focused, with a range of video clips to enjoy.

What Also Worked: Saturday Night Live co-star Marcello Hernandez opening the presentation with a funny stand-up routine about growing up in Miami, the lengths advertisers go with Spanish-language commercials to attract Latinos, and his road to becoming an SNL not ready for primetime player. "You can call me whatever you want. I'm happy just to have this job," Hernandez added. Let's cheer Telemundo on in developing a made-in-the-U.S.A. primetime comedy series for him.

What Can Work Here: Given we're about two months away from the Summer Olympics in Paris, here's the perfect opportunity for a separate segment on Telemundo and Universo's coverage plans -- and who will host. Another ideal segment topic: what's brewing at Universo beyond the Olympics.

Data Points: One out of every five U.S. citizens are Latino, adding up to a Latino universe of 66 million-plus and rising. About 25 percent of new businesses organized every year are Latino-owned. On average, people of Latino descent watch 10 hours of television per day.

News: Nightly scripted dramas set for the 2024-25 season include Sed de Venganza/Seed Of Vengeance (family revenge-themed saga), Perseguida (crime drama involving the world of money laundering) and La Familia/The Family (dysfunctional family adventure). Survivalist competition La Isla: Desafio Extremo/Extreme Island, where celebrities and fans alike will test their physical and mental willpower on an extended island trek, will be among the new unscripted series. A new element of Spanish-language Olympics coverage this summer: live presentation of the opening ceremonies. Peacock will add Noticas Telemundo Ahora to its channel lineup later this year.

Bonus Points: A double musical treat, consisting of a four-piece Latin music band entertaining guests before the presentation, and urban music star Manuel Turizo doing the post-presentation honors, rocking the room with sabor.

Parting Words: "We give people what they want with brave, fearless (content) creators. We're not afraid to adapt and change." -NBCUniversal Telemundo Enterprises Chairman Luis Fernandez

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