Telemundo announced five telenovela pickups at its Monday morning upfront at MoMA’s neighbor restaurant the Modern.
Pickups don’t yet have airdates, but previously announced cheating lovers skein “Perro Amor” is tentatively skedded to start sometime before the end of the year. The net’s much-promoted “Ninos Ricos, Padres Pobres,” a Spanish-language “Gossip Girl” clone, will run in 2010, as will “Rosalinda Primitivo,” “Victorinos” and “El Clon” (a remake of Brazilian telenovela “O Clon”).
The previously announced “The Queen of the South,” based on “Club Dumas” author Arturo Perez-Reverte’s novel, is due out in 2010 (Daily Variety, March 24).
Telemundo prexy Don Browne stressed the net’s willingness to cooperate with advertisers’ needs, recounting an instance when the net created a character specifically so she could drive a Chevy Malibu.
“We’re producing 10, 12, 13 days out from air,” Browne said. “So we can change as we go.”
Browne added that the short lag time between shooting and airdate allowed the net to be increasingly topical as well.
Over breakfast, Browne and fellow execs stressed the net’s ability to affect the influential Hispanic market, saying Telemundo’s ubiquitous promos for parent company NBC Universal’s “Fast and Furious” had helped drive the pic’s B.O., as its aud turned out to be 46% Hispanic.