Page 19 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino
To Telemundo’s credit, Blacker says it pushed its FIFA relationship “really hard” to secure more access for its social media creators.
How many “social creators” does Telemundo work with, and are they in-house and housed in their own micro-division?
“We are looking at it on multiple levels,” Blacker explains. “Some will be physically in the center of our new Miami broadcast center, designed to be the preeminent Hispanic media center in the world. Think of it as a giant enclosed atrium, where we have very mobile desk areas, so people can go almost anywhere. Linear production, my full-time social and digital staff, and social creators will be invited in to get footage from Red Square and the games themselves.”
In short, the social media creators brought in to the mix become part of the team. “That was the design of Telemundo Center, to allow for this creator community to come in to our building,” Blacker says. “It allows us to learn from a different perspective and a different lens.”
Some will go to Russia with Telemundo. Others are staying in the major markets where they are from to create content.
‘OTT’: NOT EATING TV AUDIENCES
The rise of “over the top” viewing choices from the likes of Netflix and Amazon Video have certainly had their impact on MVPDs. But, what about Telemundo?
They’re actually growing their point of entry and program availability as a result of the growth of OTTs.
“We have very strong relationships with Amazon, Hulu, Netflix, and we were the first Hispanic brand to enter YouTube TV, a skinny bundle,” he says. “We are leaning in to that space as aggressively as we can while remaining strategically connected to our parent company so we can remain as strong as we can be.”
In the ethnography visits to California, Texas and Arizona, consumers were asked about how they use OTT products. “Thankfully, they reaffirmed what we are aiming to do by treating OTT windows as a place for us to generate fandom and excitement over our series,” he says.
For the sixth season of “super series” El Señor de los Cielos, social media accounts now feature teasers and preview clips. This includes Facebook: https://www.facebook.com/srdeloscielostv.
Telemundo’s social media team is also feeding out what the best must-see episodes are from previous seasons, so show fans can be fully prepared for the new season.
Netflix is the home for all past episodes.
“It’s not cannibalistic,” Blacker says. “It’s really cumulative and additive.”
How is Facebook and/or Instagram helping Telemundo and all NBCUniversal Telemundo