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By Simon Applebaum
NBC Universal's Telemundo Communications Group reaches more than 40 million people of Latino descent. Telemundo, the Spanish-language channel, became a more ambitious content creator in 2004, producing a full slate of novelas in prime time as well as the first extensive Spanish-language Olympics coverage. For the Gen X Latino, cable-only English-language network mun2TV presents music, entertainment news and pop culture programs. We talked with Telemundo president and CEO James McNamara about competition from other Spanish-language programmers and the role former MTV executive Antoinette Zel will play at his division.
CableWORLD: What was the biggest accomplishment for Spanish-language networks this year?
James McNamara: The development of U.S. broadcasters as originators of content. Historically, Spanish U.S. broadcasters were repeaters of content produced in Latin America. You see us now creating and producing content in a huge way. We did over 1,000 hours of novela content this year alone. Univision's Al Filo de la Ley (At the Edge of the Law) was a well-done production. What took 30 to 40 years to evolve in Latin America has come to the U.S. over the last three years.
CW: How has the explosion of Spanish cable nets affected your game plan?
McNamara: You have channels repurposing their product in Spanish--Discovery, A&E. That will have a minor effect on our business. There's another batch of channels, which represent the homeland for Latinos, and those will be watched a few minutes a day, especially for newscasts. The third is original cable channels tailored for the U.S. market, and they will have to overcome the problems of distribution and getting content. We face a lot of competition, and you have to satisfy a diverse audience. These channels will not all survive.
CW: Will Telemundo expand into new genres?
McNamara: Our staple is the weeknight novela, but we will do more types of shows--variety on weekends, limited-run drama, reality, sports--next year.
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| Telemundo's James McNamara predicts that not all of the new Latino-focused networks will survive. |
CW: At the start of 2004, mun2 was the only national English/bilingual cable service aimed at Latinos. Now there's SiTV and others coming up. Where does mun2 go from here?
McNamara: It continues to be the leader. SiTV has done a great job selling itself in the press. They may run into a content problem sooner or later. Mun2 focuses on lower-cost entertainment programming, and it will continue to grow that way for Latinos ages 14 to 24.
CW: Former MTV Networks exec Antoinette Zel is now your cable networks EVP. What tops her agenda?
McNamara: She has four to five top priorities--strengthen mun2, companion channels in Spanish to mun2 and other channels in Latin America. Mun2 is an excellent example of what can be done, and we'll see it get a lot better as things go along.
CW: Has Nielsen resolved the local people meter situation to your satisfaction?
McNamara: It's still being refined. My understanding is that the people meter sample is being worked on all the time and, ultimately, things will be fine. They do have issues to deal with regarding minority representation. We're working with them all the time to make the sample better.
CW: Are you exploring relationships between your broadcast and cable affiliates?
McNamara: Yes. It depends on each station. Our interests must be aligned with a cable company's situation. And cable operators recognize they must get more Hispanic subscribers.
CW: What's the status of the programming deal with Jennifer Lopez that Telemundo announced in 2003?
McNamara: We're hopeful we can work out some programs with her. She's been distracted for some time, but something will happen for fall 2005.
Getting Personal With James McNamara
Proudest Accomplishment: Building the production business here in the U.S. from scratch the last 15 months.
Most Inspiring Person: Brandon Tartikoff, working with him after he left Paramount.
When Not Working, I'm...: Trying to teach my son how to play golf.
TV Show I Never Miss: Law & Order: Criminal Intent.
Favorite Place Away From Home: My boat.
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