CBS EYES TELENOTICIAS

Miami post helps web brand June purchase

MIAMI – CBS TeleNoticias will unveil a fresh face this week.

The revamped net will feature new general news opens, segment openings, animated backgrounds, bumper animation, station IDs, transitional elements and audio sweetening.

Westinghouse/CBS purchased TeleNoticias, a 24-hour Spanish-lingo cable net that reaches more than 13 million homes in Latin America, in June. While TeleNoticias had always been respected for its news content, some analysts said sales and marketing efforts had seen less-than-stellar results.

“We needed to integrate the CBS eye and the CBS brand name, and at the same time have something more high-tech and state-of-the-art,” said CBS/TeleNoticias spokesman Sergio Lopez-Miro.

Post Edge Miami, a post-production house, was charged with creating the net’s new on-air graphics package, a task overseen by executive producer Romulo Guardia, a former creative director for Radio Caracas Television, and creative director Alfredo Gonzalez-Alvarez, formerly with Venevision. Post Edge beat out several larger outfits for the job, including Telezign in New York and Novocom in Los Angeles. The deal is a coup for Post Edge and a milestone for Miami: Such large accounts often are awarded to more established companies outside the region. While Guardia called the account’s worth “substantial,” he would not disclose figures, nor would Lopez-Miro.

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