The Next Wave Of Product Integration
With branded entertainment the subject of many conversations these days, Telemundo is taking the concept a step further by signing licensing deals to develop unique, dedicated products for integration into programming.
With branded entertainment and product integration the subject of many media-advertiser conversations these days, Spanish-language broadcast network Telemundo is taking the concept a step further by signing licensing deals with manufacturers to develop unique, dedicated products for integration into programming like the over-the-top telenovelas (prime-time soaps) that are a staple of Hispanic TV. These new deals will create products that would not otherwise exist for retail sale.
The first products will include the Richline Group’s jewelry, which is to be worn in an episode of the telenovela “El Clon” (“The Clone”) to be broadcast on Telemundo at 8 p.m. on April 22. The jewelry is already available for sale on the Telemundo Web site. In September, a second line of licensed merchandise made by Arrow Home Fashions will begin appearing in episodes of telenovelas as well as during “Levantate,” the Telemundo morning show. Plans call for the bedding, towels, curtains, tablecloths and other items to also be sold in stores.