Telemundo President to address Latino business and community leaders at HACR symposium

Telemundo, a leading producer of high-quality content for Hispanics in the U.S. and audiences around the world, has announced that its President, Don Browne, will address business and corporate leaders on May 18th in San Francisco at the 18th Annual Hispanic Association on Corporate Responsibility (HACR) Symposium.  Browne will join the HACR CEO Roundtable hosted by John Stumpf, Chairman and CEO of Wells Fargo & Company and participant Stephen Holmes, Chairman & CEO of Wyndham Worldwide.

The 18th Annual HACR Symposium: The Power of Hispanic Inclusion brings together some of the nation’s most influential Hispanic leaders, government officials and corporate executives to discuss and identify effective strategies and models for achieving greater Hispanic inclusion and participation in the areas of employment, procurement, philanthropy and governance.

“Commitment. Innovation. Leadership. These are words that describe Don Browne’s passion for the Hispanic community and we are very pleased to have Don join us at this year’s HACR CEO Roundtable,” stated Carlos Orta, HACR’s President/CEO.

This past April, Browne celebrated five years at the helm of Telemundo having led the company to the most diverse Hispanic leadership in its history: Telemundo’s leadership team grew from 33% Hispanic in 2002 to 85% Hispanic in 2010.  Today, approximately 85% of Telemundo’s full-time employees are Hispanic.

Browne also led Telemundo’s evolution from a simple broadcaster of acquired content to a leader in producing original content specifically for U.S. Hispanics – made by Hispanics, for Hispanics – delivering today more than 3,000 hours of original content a year. Under his leadership, Telemundo invested millions of dollars to create Telemundo Studios and build an entire industry for the future, providing hundreds of jobs to talented Hispanics and developing talent on and off the screen. Telemundo has evolved into a multimedia company by creating businesses across all platforms that did not exist before, including a rapidly growing Digital business and a world-renowned International operation that distributes content to more than 100 countries in over 30 languages, promoting U.S. locations and the work of Hispanics to the entire world.

A longtime advocate of expanding into the Spanish-language television market, Browne was a key member of the NBC team involved in the purchase of the Telemundo network. Browne has a national reputation for being especially active in the recruitment and career development of women and minorities. He is co-founder and board member of the “Women of Tomorrow Mentor and Scholarship Program” for at- risk high school girls. He is the recipient of the 2006 Florida Governor’s Points of Light Award for exemplary service to his community and the 2004 prestigious Ida B. Wells Award for his commitment to promoting diversity in the work place.

In 2008, Browne’s extensive contributions to the broadcasting industry and Spanish-language television were recognized by Broadcasting & Cable, where he was inducted into the prestigious Broadcasting & Cable Hall of Fame, an industry honor that is bestowed on the pioneers, the innovators and the stars of the electronic arts.

Led by Browne, Telemundo recently reaffirmed its commitment to news by introducing a comprehensive news strategy to enhance and expand its news content across key day parts and multiple platforms including increased investment in local newscasts at the Telemundo stations and the launch of the weekly public affairs show Enfoque.

Thanks to Browne’s commitment to the Hispanic community, the network has been a pioneer in integrating social issues in its prime time original novelas including topics such as the 2010 Census, Latino women self esteem, immigration, health, workplace safety, domestic violence, literacy, eating disorders, rape, and plastic surgery, among many others.

In order to implement its multiple pro social initiatives including voter registration, Latina women, the 2010 Census, and many other causes, Telemundo regularly partners with leading U.S. Hispanic organizations including USHLI, LULAC, NHMC, USHCC, CNC, HACR, CHLI, NAHJ, NCLR, CHCI, NPRC, NiLP and MANA.

About Telemundo

Telemundo Communications Group (“Telemundo”), a division of NBC Universal, 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 93% of U.S. Hispanic viewers in 210 markets through its 15 owned-and-operated stations, 45 broadcast affiliates, and 800 cable affiliates; mun2, the preeminent voice for bicultural Hispanics in the U.S. reaching over 34.1 million U.S. TV households nationwide on digital and analog cable, and satellite television; Telemundo Digital Media, which leverages Telemundo’s original content for distribution across digital and emerging platforms including mobile devices and and ; 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.

Michelle Alban
Vice President, Corporate Communications & Public Affairs

Dr Pepper Ads, Tour Target Young Latinos

Dr Pepper Snapple Group this week is launching “Vida23,” a multifaceted effort to attract young Hispanic consumers to its Dr Pepper beverage.

“Just like the unique 23 flavors in Dr Pepper, Vida23 is designed to give consumers more out of every day,” said Monica Morales, Dr Pepper brand manager for the Hispanic market, in a statement. “Hispanic young adults are living the best of both worlds: they’re bicultural and bilingual. Unlike previous generations, today’s young Latinos literally have one foot in each culture and Vida23 celebrates their way of life.”

TV and radio spots will kick off the campaign, with Dr Pepper ads featuring a song created specifically for the effort, called “La La La Life/Vida23.” The song was written and performed by Cucu Diamantes and Andres Levin, founder of the band Yerba Buena. The song is available for download at, the Web site for the campaign. Here, consumers can also re-mix their own of the song, and download ringtones as well.

Dr Pepper Vida23 - Dr Pepper ads

Dr Pepper Vida23 – Dr Pepper ads

Spanish language TV spots will air in Dallas, Los Angeles, San Antonio, Texas, and Sacramento, Calif., on Latino targeted Telemundo, Univision and MTV3. Radio airs in those markets, along with Chicago, Houston, Phoenix, Fresno, Calif., El Paso and Austin Texas. The radio stations were chosen for their reach to 18- to 34-year-old bicultural and bilingual Hispanic consumers.

Agency Lopez Negrete in Houston is handling.

A Southwest regional tour, starting this week and featuring a mobile dance club, also supports. Consumers will be able to play games, dance and upload photographs when the mobile “Club23” visits Dallas, Los Angeles, San Antonio, Phoenix, Fresno and Stockton, Calif. Other efforts tying into the campaign include two sweepstakes: “Tu Ride23,” for a chance to win a new vehicle; and “Familia23” for a chance to win a family fiesta.

“The young Hispanic consumer drives a large share of volume for Dr Pepper,” said Morales. “The Hispanic population is already large and expected to reach 60 million by 2020, growing three times faster than non-Hispanics. This program is aimed to connect with . . . Latino consumers, and invite them to revel in life to the 23rd power.”

Heartache quote

Heartache quote

Source: Adweek -Yana Polikarpov


Latinas Focus on Education, Careers

Latinas Focus on Education, Careers

April 22, 2009
-By Steve McClellan, Adweek



A new study from Telemundo and Meredith Hispanic Ventures on Hispanic women reports that Latinas have “redefined their priorities,” with higher education and careers now trumping getting married as top goals.

The study, titled “What Latinas Want,” combined quantitative and qualitative research. The quantitative research was conducted in conjunction with OTX Research, with a national sample of 1,004 Latinas, ages 18-64. A sub-sample of 500 non-Latinas, ages 18-64, was also collected for comparison purposes. The study was accomplished through a combination of online and intercept-to-Web self-administered surveys. The study was conducted between Sept. 23 and Nov. 12, 2008.

The qualitative research consisted of 13 in-home video ethnographies with Latinas ages 25-35 in both emerging and established markets. The interviews were conducted during summer 2008.

Eighty percent of those surveyed said that higher education was a top personal goal and 72 percent said career development was a priority. That compares to 50 percent who indicated that getting married mattered more.

While Latinas and non-Latinas both find personal development and family rewarding, Latinas place greater importance on their relationships with their parents (65 percent Latinas vs. 55 percent non-Latinas) and taking care of their aging relatives (42 percent Latinas vs. 27 percent non-Latinas).

Just over 80 percent of respondents said that they are either primary decision makers of the family’s finances or they make decisions in concert with their spouse. Their top three financial concerns, per the study: rising taxes; the future development of social security; and saving for retirement.

Like their non-Latina counterparts, the study showed Latinas to be significantly health conscious, nearly three-quarters saying they regularly seek information on health and wellness while 44 percent said they take vitamins.

“Latinas are the future of the Hispanic population,” said Jacqueline Hernández, COO, Telemundo. “Our research shows that they are the key decision makers of their households and self-described ‘superwomen.’ Latinas believe they can do it all. For a network which aims to inform and empower audiences, it is vital that we understand the top priorities and concerns of Latinas and how these lifestyle choices influence their consumption habits.”

“Our constant quest to understand the evolution of Hispanic women allows us to trend spot, and we continue to be inspired by what we learn,” added Ruth Gaviria, vice president of Meredith Hispanic Ventures.


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--Graham Greene quote

–Graham Greene quote