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Yahoo, Telemundo Ready Hispanic Portal

David A. Utter
Staff Writer
Published: 2006-05-10

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A partnership between the Spanish-language TV network Telemundo and Yahoo has delivered a new site that blends their content in a new presence online.

Yahoo has linked with Telemundo to debut the new website, the online face of their joint venture. AdAge reported that both Telemundo.com and Español.Yahoo.com will merge their staffs and share advertising revenue.

The pairing will position the two to take on Univision.com, which AdAge cites as the biggest recipient of Spanish-language online ad dollars. Further, Univision claims that half of its advertisers run exclusively on its site.

Telemundo president Don Browne said in the report that the Hispanic market has been adapting faster and consuming more content than the general population. His network has an advantage in that it creates the majority of its content, putting Telemundo in a good position to move it online.

Repurposing that content enables Yahoo to do what it does very well. Yahoo has demonstrated considerable skill in attracting well-known brands to advertise online. The growth of the Hispanic market provides Yahoo with an effective component to add to its sales pitches.

From a portal standpoint, the two companies noted how the change will affect visitors to the new website:

Starting now, users of the new Yahoo! Telemundo will enjoy the online Telemundo.com programming and all of the user friendly tools of Yahoo! en español. This means that you will not only have access to our telenovelas, shows, sports and message boards, but you can also take advantage of the search engine, e-mail services, instant messenger, Yahoo! Music and all the other Yahoo! tools you already know and value.

They also plan to develop various social media tools for the audience, and provide a way for those viewers to contribute content. Peter Blacker, Telemundo's senior VP-digital, said in the report, "There are issues like immigration that we've covered as a news organization; now our audience can tell their own story."

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About the Author:
David Utter is a staff writer for WebProNews covering technology and business.

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