Telemundo tailors Olympics

NBCUniversal is seeking to squeeze more long-term benefits out of its pricey Olympics rights packages by amping up coverage of the London Games on its Spanish-lingo platforms.

Telemundo and its sibling Mun2 cabler and digital offshoots will offer more Olympic events and related coverage than ever before — 173 hours across multiple platforms — as Peacock programmers make a concerted effort to tailor coverage to the interests of Hispanic viewers.

Just as NBCU is counting on the Olympics to give a promo boost to NBC’s fall season, extensive exclusive coverage of the Summer Games could help Telemundo in its quest to cut into the lead of the nation’s dominant Spanish-lingo network, Univision. Telemundo brass outlined expanded plans for Olympics coverage from July 25-Aug. 12 on Tuesday morning at a newser at downtown L.A.’s Standard Hotel.

“It is a pretty ambitious undertaking,” said Jorge Hidalgo, Telemundo Media’s exec veep of sports and exec producer of its Olympics coverage. “But we’re doing all this in response to our viewers’ demands.”

For the first time, Telemundo platforms will offer online and mobile live streaming of its broadcast coverage, as well as a host of original digital-only content. Telemundo is promising more than 200 hours of digital video, though it will be limited to those viewers who have access to authenticated broadband streaming services via cable, satellite or telco providers.

Throughout the Games, Telemundo Sports will profile a slew of Hispanic athletes from Latin America and the U.S. Telemundo personalities, including Leti Coo and Monica Noguera, journos and former Olympic athletes will be deployed across the network, Mun2 and websites Olimpiadastelemundo.com and Deportestelemundo.com.

Noted sportscaster Andres Cantor, who has worked the past two Summer Games for Telemundo, will anchor the network’s coverage of the Olympic trials with Jessi Losada. Coverage will originate from London and Telemundo’s Miami studios.

The move to better harness its Olympic platform dovetails with NBCU’s increased commitment to Telemundo in general. Comcast- held company has been allaying more resources and tightening coordination with its Hispanic counterpart to better serve the burgeoning and digitally savvy Spanish-language market in the U.S.

“The power of social media, mobile applications and digital interaction has become an expectation for our fans and users and we have made a concerted effort to ensure that their Olympic experience on these platforms will inform and entertain like never before,” said Eli Velazquez, Telemundo’s veep of sports and co-exec producer of its Olympics coverage.

The younger-skewing Mun2 will feature daily program “Mun2 Londres,” which will give a behind-the-scenes perspective of the London Olympics.

“Whether it is watching our live competitions, feeling inspired by the performance of a Hispanic athlete or just enjoying the ambiance of the Games, our viewers will experience London 2012 in unprecedented ways,” Hidalgo promised.

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