U.S. HISPANIC
Telemundo: Shifting from entertainment to full news with hoyDía has been an achievement for Telemundo and Spanish TV
Maribel Ramos-Weiner| 17 de noviembre de 2021
Patsy Loris de Noticias Telemundo
After nine months that Telemundo transformed its morning magazine to hoyDía, the audience in adults 18-49 years grew 23% between 7am and 10am, (from February 2021 to the end of October 2021) according to Nielsen (1).
“We have raised the morning’s viewership. This demystifies that people do not want news, but entertainment. We’ve given a new face to America’s Latino mornings, we’ve got a great and prepared group of professionals. Never before had Spanish TV bet on the news. Shifting from entertainment to full news has been an achievement for Telemundo and Spanish TV. We are very happy with our proposal on the air and how all the presenters blend in, it is key to tell the audience we are just like you,” said Loris enthusiastically.
hoyDía, with its first two hours of news and a third of entertainment, beats Univision’s Despierta América, which is four hours long. “We are becoming a benchmark of news for Latinos from 7am”, Loris pointed out.
For these final two months of the year, Loris mentions that the show is preparing the audience “to come back to life, it’s like going back to the basic one on one of life. Back to work in January.”
She said that one of the things they have accomplished best in the morning is putting a face to the news. “We are using all of our resources so the story has a face,” she said.
She highlights that hoyDía has had several interviews with relevant figures including First Lady Jill Biden, former President George Bush, Don Francisco, Lin-Manuel Miranda, and Colombian President Iván Duque, among others.
“Jill Biden gave us the first interview and opened the White House for the first time. All the secretaries of this administration have been here,” she added.
(1) [Source: Nielsen NPX Live + SD A18-49 (000), (2/1 / 21- 10/31/21); averages complete programs hoyDía].
