Univision launches online telenovela

Interactive program stars former beauty queen

Univision bows today its first interactive online telenovela, which will be toplined by a former beauty queen.

The six-episode Latino sudser, co-produced with beauty brand Caress, launches in short form during primetime on Univision and will run in full form every week on the net’s website Univision.com.

“Mi Adorada Malena” (My Beloved Malena) stars former Miss Puerto Rico and Miss Universe 2005 first runner-up Cynthia Olavarria who makes her novela debut as Malena, a Caress spokesmodel who gets entangled in a love triangle. Viewers will have the option to choose from two endings.

Written by Univision writer and executive producer Alex Hadad, “Malena” will be cross-promoted by Caress parent company Unilever and Univision on multiple marketing channels. This includes weekly TV promos on Univision and its sister webs Galavision and Telefutura, online video ads, print ads and Univision radio spots.

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