New York -- Galavisión, Univision Communications Inc.'s basic-cable network,
gave advertisers full details on its recent programming-format overhaul at its
upfront presentation here Tuesday.
Tapping into a multiyear output deal Univision struck last fall that gives it
access to an assortment of series produced by Mexico's Grupo Televisa S.A. and
Venezuela's Venevision, Galavisión switched April 29 from a schedule emphasizing
U.S.-produced entertainment and documentary/newsmagazine series -- many aimed at
teens or 20-somethings and often bilingual -- to live news, talk/variety,
situation comedies and soccer programming.
The newcomers include: Primer Noticias (First News), a
three-hour morning newscast; Hoy (Today), two hours of
late-morning talk/variety; Por Usted (For You), a dinner-hour
newsmagazine; and Vision AM (AM Vision), a primetime newscast
anchored by Adela Micha.
Three holdovers remain: children's show block 'Galamiguitos,' now running
three hours on both Saturdays and Sundays; En Casa De Lucy (In Lucy's
Home), the weekend how-to series hosted by Lucy Pereda; and live coverage of
Mexico's professional-soccer league.
So far, many of the new programs have drawn triple-digit percentage increases
among adults 18 through 49 than the previous shows, Galavisión officials
claimed.
For example, in its first two weeks, Hoy increased viewership 150
percent among women 18 through 49. Results distributed at the event did not list
a source for the ratings information.
Ray Rodriguez, president and chief operating officer of Univision's
TV-networks division, told upfront attendees the format change was designed to
better complement Univision and recently launched sister broadcast net
TeleFutura.
As with TeleFutura, the move also aims to bring more English-language Latino
viewers into the Spanish-language programming tent.
'TeleFutura taught us that if we counterprogrammed, we could get those
viewers. We realized that we could do the same thing with Galavisión,' Rodriguez
said. 'We are sure that with the early results, we'll get more teens, more
bilinguals, more of everybody.'
Galavisión staged its upfront at the Central Park Boathouse here, while
parent Univision is scheduled to divulge its fall-season plans for itself and
TeleFutura Wednesday morning at Lincoln Center here.
Also, Telemundo Communications Group Inc., which is now under NBC ownership,
is slated to release its fall schedule Tuesday night at another upfront event
here.
