Exec works upscale brand magic on Telemundo

NBCUniversal’s Lauren Zalaznick is trying to work her upscale brand magic on Spanish-language broadcaster Telemundo. The entertainment & digital networks topper has announced a blogger summit in Miami called Social@Telemundo (a la Women@NBCU and the new Hispanics@NBCU) in an effort to reach out to Hispanic high-end consumers.

The event, held April 27 at Telemundo Studios in Miami, will be a get-to-know-you sesh with digital media prexy Borja Perez, who is spearheading the initiative, and outgoing Telemundo topper Don Browne.

Comcast has indicated in recent weeks that it sees serious growth potential in the Hispanic market — indeed, Telemundo’s first experiment with scripted originals, the novela “La reina del sur” (The Queen of the South), has been its most successful show ever.

At Zalaznick’s “Power of the Purse” breakfast earlier this month, pros in Hispanic and other minority media emphasized the importance of not merely repurposing South American, Mexican and Central American programming for U.S. Hispanics. Most Latinos in this country, a study commissioned by the net said, are born in the U.S. and likely to find reheated programming and ads from Spanish-speaking countries condescending. It’s a discovery sharply at odds with the traditional understanding of Spanish-language media, which has been perceived in the past as comfort programming for immigrants anxious for reminders of home.NBCU is also placing new emphasis on mun2, Telemundo’s younger-skewing cable sister net, which has skedded a sneak peak of its new Miami-based show, “RPM MIAMI,” for May 1. Car-culture-heavy skein is described as “a Latin-flavored drama series with novela roots” by the net, and is created by novela vet Juan Camila Ferrand.

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