TeleFutura: Making
its best upfront case
The sister network of Univision is up in viewers
By Diego Vasquez
May 27, 2010
While Univision competes against the English-language broadcasters, often topping ABC, CBS, Fox and NBC among adults 18-34 on Friday nights, sister network TeleFutura and Telemundo have long competed for No. 2 among the Spanish-language broadcasters. Telemundo has the advantage, leading its rival this season by among total viewers, 1.0 million to 953,000, and adults 18-49, 602,000 to 543,000, according to Nielsen. But TeleFutura's primetime audience is up smartly year to year in those demos, while Telemundo is down, and it ranks second behind Univision in daytime and early morning. TeleFutura's programming focus is slightly different than Univision, which airs mostly imported novelas in primetime. TeleFutura's novelas are more modern and attempt to attract a male as well as female audience, which may explain why it has a younger audience than any of its broadcast counterparts, with a median age of 33. It also programs some comedies. Bert Medina, senior vice president and operating manager at TeleFutura, talks to Media Life about the network's programming focus, its main competition, and how it works together with Univision.
What has been TeleFutura's primary programming focus over the past year? How might that change in the coming year?
Our strategy has always been to counter-program versus traditional Spanish-language schedules, with programming targeting a U.S. Hispanic television audience that has a diverse range of tastes.
Over the past year, we proactively looked for ways to take things to the next level as we compete head-to-head with Telemundo to be the No. 2 Spanish-language network. By experimenting with new genres – from non-traditional dramatic series, to comedies and novelas that feature contemporary, character-driven stories that appeal to a younger, male audience – we have found a formula for success, staking claim to No. 2 in Spanish-language primetime during February sweeps, and we are again neck and neck through the first weeks of May sweeps.
Drama/action series “El Capo” has been a huge hit for us in the 7 p.m. hour, growing our audience across all demographics throughout its run, and attracting two to three times more viewers than the third-place Spanish-language network in that timeslot. In fact, the “El Capo” premiere saw record-breaking audience levels, and that momentum has continued with the premiere of “Las Muñecas de la Mafia” ("The Mafia Dolls"), the highest-rated premiere in TeleFutura’s history.
Our primetime movie block, “Cine de las Estrellas” ("Star Cinema") at 8 p.m. also continues to be very successful, providing us with an incredible primetime block that will continue building on our network’s success throughout the year.
What is TeleFutura's goal heading into the upcoming season?
The goal is simple: to solidify our position as the No. 2 Spanish-language network every night in primetime, and in all dayparts, behind our sister network Univision and ahead of Telemundo, while continuing to strengthen our programming lineup with a mix of original and acquired programming.
What are some of the biggest differences between programming for an English-language and a Spanish-language audience? Where do their interests match up and where do they diverge?
We focus on providing the most engaging and culturally relevant programming for our viewers. The biggest difference you will find versus the English-language networks is that we program original, first-run programming 365 days of the year. As with any audience, our viewers look for engaging content with high production values, something that we deliver on with such hit programs as “El Capo,” “Muñecas de la Mafia” and blockbuster Hollywood movies.
What is the biggest programming advantage that you emphasize to advertisers and why?
We are committed to being the ideal entertainment alternative for Hispanics across the nation, and as such our biggest programming advantage is that we cater to viewers who are looking for these different choices on television each day.
We offer advertisers an opportunity to reach these viewers.
How do Univision and TeleFutura work in tandem to promote audience flow between them? Are there ever times when the two are really competing? How do their focuses differ?
Under the guidance of the president of the Univision Networks, Cesar Conde, who took over late last year, I work closely with Luis Fernández, president of entertainment for the Univision Network, and Sebastian Trujillo, senior vice president and operating manager of Galavisión.
We work together to make programming decisions for each of our respective networks that work together in an overall counter-programming strategy.
Univision Network is the home of the top novelas, the biggest Latin entertainment and sports events – including hit award shows and soccer tournaments like the World Cup – as well as the most trusted news in Spanish.
TeleFutura counter-programs that with alternative genres airing across several dayparts, including blockbuster movies in primetime, and the other international programming mentioned above.
There has been an expansion of the Spanish-language universe the past few years, with channels such as Azteca and Estrella starting to gain distribution. How has this continued expansion changed perceptions of Spanish-language media?
There are more Spanish-language television and radio properties than ever before, and we view the increase in options to U.S. Hispanic audiences as a positive development.
With more attention to this demographic comes more advertisers.
Univision Communications overall is in a unique position in this context, able to leverage our superior products and execution with advertisers who will benefit from reaching Hispanic consumers via our multiple media platforms including the two top Spanish-language broadcast networks, the No. 1 Spanish-language cable network, as well as our online, mobile and radio properties.
Who do you see as your main competitors and why?
While Univision Network’s direct competition is the other top five broadcast networks – ABC, CBS, Fox and NBC – TeleFutura competes head-to-head with Telemundo.
What TeleFutura show has inspired the most passionate following over the last five years? Why?
Our entertainment news show “Escándalo TV” (“Showbiz TV”) has had a loyal following since its inception and it is one of our top-rated shows in daytime. In early fringe we have “Veredicto Final” (“Final Verdict”) which is also very popular.
In primetime, the broadcast of the novela “Vecinos” (“Neighbors”) had a huge following, and currently on the air, the dramatic series “El Capo” (“The Crime Boss”) at 7 p.m. and “Las Muñecas de la Mafia” (“The Mafia Dolls”) at 10 p.m. are extremely popular and have a very loyal following.
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