Hispanic upfront likely will climb 7% as nets tout brand integration; Telemundo develops ad-free telenovela; Unilever works with Univision to build web-based show.(Multicultural)

Advertising Age, June, 2007 by Wentz, Laurel

Byline: LAUREL WENTZ

lwentz@adage.com

this year's U.S. Hispanic TV upfront is likely to be up by about 7%, compared with flat spending or even a decline in sales among the English-language networks. Along with those new Spanish-language dollars, some fresh ideas floated at last month's upfront presentations are on the way.

NBC Universal-owned Telemundo is going ahead with a 40-episode telenovela that will contain no TV commercials, just branded content. It grew out of an idea that Patricio Wills, president of Telemundo Studios, had been toying with that involved creating a novela with a music reality show as a backdrop.

"Patricio Wills talked about his dream of producing a novela with the rhythm of real life. You're never walking...

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