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Sandra Smester of Telemundo: “There’s Always Room For Good Content”
29 de enero de 2026
Sandra Smester, NBCUniversal Telemundo Enterprises: “We have something for everyone, and that has always defined us from the very beginning"
Despite the fact that Telemundo already has its programming strategy set for 2026, “there’s always room for good content,” Sandra Smester, Executive VP of Programming and Content Development at NBCUniversal Telemundo Enterprises, told PRODU during C21’s Content Americas.
She added that for the network it is much easier to commit to “a good story, a reality show, or a piece of content within a programming slate that we know can fit very well and can be produced within the timelines” when the strategy is already well planned and structured. “It’s much easier to replace what you had with something that could be much better. It’s always good to listen and receive ideas from different producers,” Smester noted.
She stressed that it is important for anyone looking to sell content to Telemundo to understand who they are, what Telemundo is offering, and what kind of content the network is leading with. Smester recommended pitching something that adds value to the strategy in which they are leading across different time slots and that pushes them to innovate further.
TELEMUNDO IS FOR ALL LATINOS
Smester highlighted that Telemundo has an “incredible” diversity within its Latino audiences, from the East Coast to the West Coast of the U.S. “We have something for everyone, and that has always defined us from the very beginning. Diversity is important in terms of language. We speak to Dominicans, Cubans, Puerto Ricans, Colombians, Mexicans, because we are creating content for Latinos in the U.S.”
She added that stories are universal. “Telemundo is leading with a Turkish story at 10pm, a story that has performed very well internationally, but it’s a story where the content is universal. It truly connects with the audience, it connects with Telemundo, and that’s why it performs so well on screen,” she said.
THE MEDIA HAVE GONE GLOBAL
Smester also referred to the globalization of the media. “I think the globalization of content is a good thing because in the end we all cry, regardless of language. You cry, and even if you have a Colombian accent, I cry; even if you have a Honduran accent, I cry the same. We all love, we all fall in love, we all laugh regardless of language. When a project or a story is presented to us, emotions are essential—how they connect with the audience,” she explained.
She cited the example of Noticias Telemundo on TikTok, which “is going through an impressive phase with millions and millions of subscribers, because it’s connecting with the U.S. audience, because it’s a product that is being made—I repeat and will always repeat this—in the U.S. for Latinos.”
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