Latin viewers are the youngest minority in the US and represent 20% of the millennial population in the country, says a new report by PEW Research Center.
With this reality in mind, NBCUniversal Telemundo Enterprises announced Telemundo and its cable network Universo have signed an exclusive content deal with Vice Media, a leading media brand for young users.
The alliance will include co-production of documentaries about a wide range of themes -music, cooking and culture- for Noticias Telemundo, and the acquisition of a weekly one-hour show for Universo. Both productions will air in the fall.
The multi-year deal foresees collaboration between the Noticias Telemundo, Vice Mexico and Vice US offices, to produce original weekly content, linear and digital, with this unconventional approach that allowed Vice to stand strong among millennials.
For Universo, the association includes exclusive broadcasting rights for Vice's first show produced specifically for the US Hispanic market.
Digital reach in several categories
In addition to Vice Media, NBCUniversal and Telemundo's digital reach for millennials includes programming alliances with companies like BuzzFeed, Snap, Vox, Mashable, Musical.ly, Tasty, Tastemade and Endemol Shine Latino.
Shows that out of those collaborations are aimed at engaging an audience of young Hispanic viewers, which the network calls Generation M: multicultural, mobile and millennial.
"As the number one media company in terms of online reach of Hispanics in the US, we are delighted to partner with digi-social and entertainment companies, providing our consumers and advertising partners with innovative content experiences and solidifying our role in redefining multicultural media," said Peter Blacker, EVP of Digital and Emerging Business at NBCUniversal Telemundo Enterprises.
Telemundo's digital alliances offer its partners the opportunity to reach millions of Hispanics through various content categories.
In entertainment, it has initiatives like Snap Show (an association between Telemundo and Snap), Frente-A-Frente (with the Pero Like team at BuzzFeed), Double Acción 52 (the network's real-time app), Love Clicks 24/7 (Endemol Shine Latino), Much Ado About Nada (BuzzFeed) and SLS Weekend Wrap (BuzzFeed).
In terms of sports, the company is preparing the virtual reality app World Cup Virtual Reality On-Demand Experience for the FIFA World Cup Russia 2018; in addition to the World Cup Party Pack initiative in association with Tasty and BuzzFeed; and the alliance between Telemundo and Vox for sports initiatives.
NBCUniversal Telemundo Enterprises' digital experiences for Hispanics also cover music, through musical.ly; cooking through Tastemade and the Secret Salsa brand; and technology in partnership with Mashable for El Pulso Mashable, which covers cultural and social trends for Latin America and US Hispanic.