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NBC Universal?s Telemundo unveils first local Spanish TV apps

NBC Universal?s Telemundo Television Station Group, a producer of Hispanic content in the United States, has launched a group of iPhone applications for local Spanish-language TV stations.

The network?s "A La Mano" applications use mobile partner Local Solutions Network Mobile?s Local Wireless media-to-mobile platform. Research continues to indicate that mobile devices are a growing communication platform for Hispanic consumers, and Telemundo said that it is meeting their desire for relevant content and information when and where they want it to be.

?Our local mobile sites are an extension of our stations newscasts and the service and information we provide our community,? said Enrique Perez, senior vice president of sales at Telemundo Station Group, New York. ?It?s only logical that we do this since mobile devices are the primary form of communication for U.S. Hispanics.

?To our advertisers this is a unique platform to connect with the consumer no matter where they are,? he said. ?The target demographic of the mobile apps is Hispanics 18-plus?and it makes total sense.

?Research shows that U.S. Hispanics over-index in mobile ownership and usage?texting and accessing information via mobile devices are ways that U.S. Hispanics communicate and get their news.?

Telemundo Communications Group, a division of NBC Universal, is a media company specializing in the production and distribution of Spanish-language content across its multi-platform portfolio to U.S. Hispanics and audiences worldwide.

Telemundo is a Spanish-language television network featuring original productions, theatrical motion pictures, news and sports events, reaching 93 percent of U.S. Hispanic viewers in 210 markets through its 15 owned-and-operated stations, 45 broadcast affiliates and 800 cable affiliates.

Telemundo Digital Media leverages Telemundo's original content for distribution across digital and emerging platforms, including and mobile devices.

LSN Mobile is a mobile media and marketing company that enables local broadcasters and brand advertisers to extend their reach to the mobile consumer market via their handset.

LSN Mobile has a network of local television news content, in both English and Spanish, currently offering news, weather and sports more to more than 200 million mobile users.

LSN Mobile enables companies to deploy direct mobile marketing campaigns to mobile users via text messaging, rich-media content and interactive mobile marketing campaigns across all wireless carriers and handsets.

Mano a mano
Each A La Mano market and station will have its own application.

There are nine applications in total, including Chicago, Los Angeles, Dallas, Miami, New York, San Jose, Houston, Puerto Rico and Phoenix.

The new applications feature all the informative ?A La Mano? content, including news, weather, sports, entertainment, slideshows, high-quality video, lottery numbers and horoscopes, in addition to local market personalization in an easy-to-navigate design.

The applications provide an enhanced environment for the iPhone and advertisers looking to connect with Hispanic consumers.

Past Telemundo mobile advertisers include Ford, United Healthcare, Chevy, 7Up and P&G.

?These apps provide a unique offer to local advertisers, providing a local connection to their target consumers,? Mr. Perez said. ?Hispanics are very receptive to receiving information through mobile devices, allowing for advertisers to reach their target consumer whenever and wherever.

?Advertisers and sponsors will be integrated via banner ads or Spanish Apps living within our site,? he said. ?In addition, brands will be cross-promoted with the local TV campaigns and promos alerting consumers to visit A La Mano.

?From a marketing standpoint, we are producing  on-air promos?there will be mentions during local newscasts, as well as demonstrations of the app from stations and at local events.?

A La Mano originally launched in May 2007 when the Telemundo Television Stations Group entered an exclusive Spanish-language wireless content deal with LSN Mobile to deliver the Web site content from local Telemundo stations to mobile users throughout the U.S.

This includes Spanish-language news, weather, sports, entertainment, lottery and horoscopes, as well as mobile marketing opportunities for advertisers.

The A La Mano iPhone applications are available free in the U.S. in the App Store..

?Hispanic consumers often rely heavily on their mobile phones for news and information. With LSN Mobile?s specialty in bringing local news, weather, sports scores and other information to mobile phones and Telemundo?s specialty in providing Spanish-language television content, the partnership makes a lot of sense,? said Lee Durham, CEO of LSN Mobile, Atlanta.