NETWORK PIONEERS NEW BILINGUAL UNIT TO ADDRESS AUDIENCE & ADVERTISERS EXPANDING NEEDS
MIAMI - February 17, 2011 - Telemundo Communications Group Inc., a leading producer of high-quality content for Hispanics in the U.S. and audiences around the world, announced today the launch of a new strategic social media unit, Social@Telemundo. The announcement was made by Peter Blacker, Executive Vice President of Digital Media and Emerging Businesses and Jacqueline Hernández, Chief Operating Officer of Telemundo.
"As we see Hispanic numbers shift not only in growth but in social interactivity, we continue to lead in innovation and building communities. By leveraging the power of social media with our ability to create original programming, we are able to create a dialogue amongst our "viewsers," which is increasingly attractive to our advertisers. Additionally, our bilingual approach allows the full spectrum of U.S. Hispanics to enjoy their unique identity and relationships with our content," said Hernández.
"U.S. Hispanics are incredibly active consumers of social media and are 1.5 times more likely then the General Market to be active in this space. Over the past 12 months, Telemundo has experienced over 700% growth of its Facebook page and 500% of its Twitter account," added Blacker. "By combining the power of Social Media with our access to Telemundo Studios & Talent we are able to connect our audiences and advertisers in innovative and personalized ways."
The new department will be led by Borja Perez, Vice President, Digital Media and Integrated Solutions, who will work in close collaboration with Telemundo's Studios and Network Sales, as well as the programming, news and sports divisions.
Social@Telemundo will focus on delivering its fans across Facebook & Twitter interactive experiences tied to TV programming. With dedicated Social Media resources tied to each of Telemundo's shows and novelas the Social@Telemundo aims to take the entire TV viewing process to a more engaging level. Building of the success of its Interactive Broadband Series "Telemundo Live" and Mobile social initiatives Telemundo plans to expand its focus on sharing more access to its Studios, Shows and Talent in Spanish and English.
U.S. Hispanics Use of Social Media and the Internet
Over 29 million U.S. Hispanics are online, and U.S. Hispanic Internet audience growth outpaced total U.S. online population by 50%. 1 84% of Hispanics have a broadband connection versus 79% of non-Hispanics.2 Entertainment, particularly video, plays a critical role in internet use among U.S. Hispanics, and the Hispanic community over-indexes in this area compared to the general market. 37% of Hispanics watch video on the Internet compared with 31% non-Hispanics, while 42% of Hispanics watch entire TV shows online compared with 28% of non-Hispanics.
U.S. Hispanics are 1.5 times more likely than their general market counterparts to spend time online. 3 During time spent online, U.S. Hispanics are found to be much more active in the social media space than general market users.
U.S. Hispanics: 54.2%
General Market: 43%
U.S. Hispanics: 11.4%
General Market: 4.8%
Source: 1comScore October 2010; 2Forrester Hispanic Technographics® Online Omnibus Survey, 2009
Source: 3Source: Mintel. Hispanics Online, 2009 4SIMM Surveys, 2010
Telemundo Communications Group, Inc. & Subsidiaries (“Telemundo”), a division of NBCUniversal, is a world-class media company, leading the industry in the production and distribution of high-quality Spanish-language content across its multiplatform portfolio to U.S. Hispanics and audiences around the world. Telemundo’s multiple platforms include Telemundo, a Spanish-language television network featuring original productions, theatrical motion pictures, news and first-class sports events, reaching 94% of U.S. Hispanic viewers in 210 markets through its 14 owned stations, 1 independent station (WKAQ in Puerto Rico), 46 broadcast affiliates, and over 1,000 cable affiliates; mun2, the preeminent voice for bicultural Hispanics in the U.S., reaching over 35 million U.S. TV households nationwide on digital and analog cable, satellite and free television; Telemundo Digital Media, which leverages Telemundo’s original content for distribution across digital and emerging platforms including mobile devices and www.telemundo.com and www.holamun2.com; and Telemundo International, the company’s international distribution arm which has positioned Telemundo as the second largest provider of Spanish-language content worldwide by syndicating content to more than 100 countries in over 35 languages.