Monday, June 18, 2012

MundoFox Snares Toyota, T-Mobile, L'Oreal Ahead of Launch

June 18, 2012 | by Brian Steinberg

When MundoFox, the new U.S. Spanish-language network set to arrive in August, debuts the first ad won't be a typical 30-second commercial for a packaged-goods product or a car brand, but rather a trailer for a new movie about two mothers trying to turn around an inner-city school.

That's not the only nontraditional thing to note about MundoFox, a joint venture between Colombia's RCN and News Corp. designed to shake up the staid lineup of Spanish-language broadcasters in the U.S. For years, Univision Corp.'s Univision has dominated the category, accompanied by flanker networks TeleFutura and Galavision and NBC Universal's Telemundo playing the Pepsi to Univision's Coke. Now MundoFox, which expects to reach more than 75% of the U.S. Hispanic households by the time it arrives, hopes to broaden the sector with a new broadcast operation -- the first new broadcast network in the U.S. since Time Warner and CBS combined UPN and the WB into The CW in the fall of 2006.

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