'Youth Idols' to integrate cross-promotions

NBC Universal’s Telemundo will launch the first-ever commercial-free primetime telenovela, “Idolos de Juventud” (Youth Idols), next summer.

“Youth Idols” is part of the U.S. Hispanic web’s multiplatform marketing campaign, with on-air and online components including Telemundo, Yahoo Telemundo and sister web mun2. Cross-promotional efforts include contests, on-air and online segments, video streaming, photo galleries and live on-air performances by the cast. Novela will also integrate mobile and in-store elements.

“This program is a breakthrough in the way we do television, organically integrating products and making them a part of the lives of the characters on screen without commercial breaks, just as in real life,” said Telemundo Studios prexy Patricio Wills.

Latino sudser is inspired by a music reality show that tracks one of Mexico’s most popular music producers as he launches the careers of the country’s greatest voices, including his wife.

Program is slated to debut in summer 2008 and will air Monday-Friday from 7-8 p.m.

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