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2019 Hispanic TV Upfront Guide Presented by HispanicAd.com
In fact, it demonstrates Univision’s commitment to what Mandala calls its “two most important constituencies – advertisers and our community.”
As such, “America’s Hispanic Superbrand” is for Mandala the greatest gateway “to the single- biggest growth driver in this country, U.S. Hispanics.
For those attending the Upfront sessions in New York, Mandala’s focus on Univision Brand Labs reiterated his points, noting how it is a full-service solution that marketers cannot ignore.
MOMENTUM TRAIN
As Rodriguez shared the programming focus of the 2019-2020 Upfront from Univision Communications, she did so with confidence. “We have tremendous momentum,” she stated.
That’s because the Univision of today boasts a lineup of programs that focus “on a content strategy that tells stories that are inclusive, contemporary and reflecting our community’s world in new and challenging ways, addressing important topics.”
This includes the 9pm telenovela Mi Marido Tiene Familia, which includes a gay storyline that was singled out by GLAAD at its 30th GLAAD Media Awards, winning the Scripted Television Series (Spanish) honor at its annual awards.
For Rodriguez (shown, at left), this represents how the genre – and Univision – is “moving from extremes,” such as the hopeless woman in a narco-novela or the maid/one in a “Cinderella”-type of role.
At Univision, the focus was placed on one scripted prime-time show:
• El Dragón – a new telenovela created by Arturo Pérez-Reverte. Rodriguez said the franchise had been in the works for several years. Patricio Wills, President of Univision Studios, is the producer.
Given Rodriguez’s enthusiasm for the program, Univision has high hopes for the series. What else is in the works in the telenovela realm? A blast from the past.
Taking a cue from Hollywood, Univision is rebooting some of the Hispanic world’s best- remembered telenovelas with a whole new cast and a plot “reimaging.”
It’s part of what is being pitched to marketers and agencies as “The Collection,” with “timeless stories for a new generation.”
It was initially unclear among some members of the press if the original telenovelas were being brought back for a re-airing. “These are brand-new reimaginations of those classic novelas,”