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Respite from the cold:
La Música Latina

Univision's Latin music awards should do well

By Louisa Ada Seltzer
Feb 18, 2010

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While the Olympics have drawn stronger-than-expected ratings thus far, the other Big Four networks have provided some strong reality counter-programming. CBS's "Undercover Boss," ABC's "The Bachelor" and Fox's "American Idol" all performed well opposite the Games this week.

Univision will likely join that list with tonight's "Premio Lo Nuestro a la Música Latina," the annual Latin music awards show that airs at 8 p.m.

The No. 1 Spanish-language network, and No. 5 broadcast network overall, has a huge lineup of stars slated to appear in the annual special, including Gloria Estefan, Nelly Furtado, Mexican pop singer Aleks Syntek, "Sabado Gigante" host Don Francisco, the stars of the telenovela "Sortilegio" and more.

It's good counter-programming to the Olympics because it's a live, big-buzz event that people will be talking about the next day, which gives it the immediate viewing urgency that, say, an episode of "30 Rock" does not have.

In fact, all of the shows that have performed well against the Olympics are reality programs with a touch of urgency about them. Viewers are eager to see who's been booted from "Bachelor" or "Idol."

And many of the climactic Olympic moments, such as the figure skating finals, occur later in the night, giving the other networks a chance to draw decent audiences in the early evening.

Last year's "Premio" set a new record with an average 6.6 million total viewers, beating a handful of English-language networks among adults 18-34 and boosting Univision to third for the night among teens.

A look at this week’s top TV draws
THURSDAY, FEBRUARY 18
Time	Network	Program	Description
8 p.m.	CBS	“Survivor” (R)	Another castaway is bounced in week two of competition.
8 p.m.	NBC	“Winter Olympics” (S)	The U.S. goes for its first gold in men’s figure skating since 1988.
9 p.m.	Univision	“Premio Lo Nuestro a la Música Latina” (A)	The annual Latin music awards show.
9 p.m.	Fox	“Past Life” (D)	A couple somehow meets each other in each new life they have.
9 p.m.	ABC	“Grey’s Anatomy” (D)	After six weeks of declining ratings, it will be interesting to see how it performs versus Olympic competition.
10 p.m.	Lifetime	“Project Runway” (R)	The designers make clothes for youngsters.
10 p.m.	ABC	“Private Practice” (D)	Addison, Pete and Violet try to save a premature baby.
FRIDAY, FEBRUARY 19
Time	Network	Program	Description
8 p.m.	NBC	“Winter Olympics” (S)	Among other events, Bode Miller competes in the men’s Super G final.
8 p.m.	CW	“Smallville” (D)	Clark has a rough Valentine’s Day when he’s exposed to Kryptonite.
9 p.m.	ESPN2	“College Basketball” (S)	Bracket buster! Mid-majors William & Mary and Iona face off.
9 p.m.	HBO	“The Ricky Gervais Show” (C)	Series premiere. Animated series based on Gervais’ podcast.
10 p.m.	Starz	“Spartacus: Blood and Sand” (D)	Rivals Spartacus and Crixus are forced to fight as a team.
10:30 p.m.	ESPN	“NBA Basketball” (S)	The Celtics go west to take on the Trailblazers in Portland.
SATURDAY, FEBRUARY 20
Time	Network	Program	Description
2 p.m.	CBS	“PGA Golf” (S)	Third-round coverage of the WGC Match Play Championship
6 p.m.	ESPN	“College Basketball” (S)	SEC rivalry game between Kentucky and surprising Vanderbilt.
8 p.m.	Fox	“Cops” (R)	A look at cops around the country involved in drug busts.
8 p.m.	NBC	“Winter Olympics” (S)	U.S. stars Apolo Ohno and Lindsey Vonn are both scheduled to compete.
9 p.m.	ESPN	“College Basketball” (S)	Good Pac 10 game between UCLA and Washington.
9 p.m.	Nickelodeon	“The Troop” (K)	The crew realizes that one of their own is a monster. But who?
SUNDAY, FEBRUARY 21
Time	Network	Program	Description
Noon	CBS	“College Basketball” (S)	Important Big East game between Villanova and Pittsburgh.
2 p.m.	Fox	“NASCAR Racing” (S)	A Sprint Cup race from Fontana, Calif.
7 p.m.	NBC	“Winter Olympics” (S)	Tonight it’s speedskating, figure skating, skiing and bobsledding.
8 p.m.	Fox	“The Simpsons” (C)	Lisa finds out her ancestors helped a slave escape.
9 p.m.	CBS	“Undercover Boss” (R)	The president of 7-Eleven works at one of his stores.
10 p.m.	E!	Keeping Up with the Kardashians” (R)	Kourtney delivers her baby and yet Kim's the one who faints from exhaustion.
A = awards show or special, C = comedy, D = drama, DD = daytime drama, G = game show, K = kids, M = movie, N = news/documentary, R = reality, S = sports, T = talk/variety show.