In class, we have learned that the telenovela has become implanted as a daily part of life. Series air daily and it essentially becomes a family affair. However, Telemundo executives note that habits are being replaced with choice for media-consuming Hispanics. This is not a new trend. Many media platform, especially those targeting Americans, noticed changes in 2015 during the presidential elections. Topics, debates and opinions became a part of everyday life and spilled into the media. Hispanics viewers saw many of the issues at the forefront of politics as a point of concern. Cesar Conde, a chairman of NBCUniversal Telemundo stated, “Hispanics are a growing cultural, political and economic powerhouse influencing every aspect of our country. This is a young, social and mobile segment that is increasingly setting trends, influencing pop culture and becoming the new mainstream, representing the single-largest growth opportunity for corporate America,”. Conde is correct – the Latino Times provides some key facts about young Latinos who are among one of the fastest growing populations. Like all young people, this group enjoys being innovative and mixing cultures and finding values in the American and traditional Latinx community and it must be reflected to continue having high consumption rates. So how does Telemundo react?
Telemundo created a business strategy called the multi-platform approach. Since 2015, the network has implemented super series, reality television and access to exclusive sporting events. The network has even expanded the content to introducing biopics of legendary entertainers. Many of these approaches mimic some American-styles of entertainment. The super series keep our attention and provide a twist on the traditional telenovela. Of course, the viewers still want the love, heartbreak, drama and intensity of the telenovela but with the options of seasons. Reality television reaches everyone, especially today's millennial. We can consume the emphasized drama of everyday life without it directly affecting us. And lastly, sports. I can personally connect to the consumption and strategy behind adding exclusive sporting events because of the 2018 World Cup. The World Cup played on the office televisions almost everyday throughout my internship. Those fans had a variety of access through Telemundo's cross-platform deal meaning it was one the main ways to consume the event for sports lovers. Telemundo's business reaction to a new generation and the yearning for increased consumption resulted in a new platform that could appease everyone.
In all, the business side of telenovelas is extremely interesting as it ties in various aspects of marketing and public relations. Many of the moves made by Telemundo answered the question of, "how do we keep people interested?". Throughout the classes, I've learned that the way to make people consume, is to keep them yearning for more. The executives pinpoint the aspects of shows that keep people interested, hence why Telemundo moved towards super series versus the traditional telenovela. Business executives enact change through financial means and strategy. Of course, we can thank the writers, directors, stylist, etc., but it is the executives who get the final say and power to truly drive consumption and production.
In all, the business side of telenovelas is extremely interesting as it ties in various aspects of marketing and public relations. Many of the moves made by Telemundo answered the question of, "how do we keep people interested?". Throughout the classes, I've learned that the way to make people consume, is to keep them yearning for more. The executives pinpoint the aspects of shows that keep people interested, hence why Telemundo moved towards super series versus the traditional telenovela. Business executives enact change through financial means and strategy. Of course, we can thank the writers, directors, stylist, etc., but it is the executives who get the final say and power to truly drive consumption and production.
Es graciosa que dijiste la experiencia de "The World Cup 2018" en su pasantía. No sé dónde era su pasantía, pero la misma cosa ocurre en mi pasantía. Tenía una pasantía en Buenos Aires y cada día cuando era un juego, todas las personas no trabajan durante la duración del juego. Es increíble como la influencia de deportes y más en particular, Futbol, puede tener un poder en sociedad a través un montón de países
ReplyDeleteI think it's interesting to see how Telemundo is trying to reach a new generation of Hispanics by switching up its business model. Growing up, I know my entire family only watched Univision. However, as the older generations start having a smaller influence over the type of programming these networks show. I think both networks realize that the old telenovelas rosas aren't what this new younger generation wants and both are trying to catch up. Telemundo of course noticed this earlier and has a pretty solid base with their super series and narconovelas that keep viewers coming back for more. I am interested to see if Univision picks up on this too and tries to cater to the younger generation or if it will continue to produce more of its traditional telenovelas.
ReplyDeleteThis is a specific take on the telenovela class, and I really like it! While I was writing my final paper, I noticed the differences between Univision and Telemundo. I was interested in the shows they produced and how they fought for the 10 p.m. time slot. Like you said, they do not just do telenovelas. I thought it was very interesting how they were also competing for The World Cup and Telemundo beat out Univision for the airing of the game. There is just so much that goes into the business side of telenovelas, and I love how you dove into that.
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