Hispanic and Broadcast Media Specialists Launch First Targeted Spanish-Language Broadcast Media Company. TeleNoticias to provide broadcast production and distribution services for corporations, PR agencies and associations targeting Spanish-Language media

Moving to meet a surge of interest in the Hispanic market among public relations and marketing professionals, two industry executives with extensive experience in broadcast production and distribution and Hispanic marketing announced the launch of TeleNoticias, the first company specializing in reaching newsrooms at Spanish-language electronic media outlets. TeleNoticias will provide broadcast production and distribution services targeting Spanish-language television and radio stations as well as Internet portals.

New York (PRWEB) February 19, 2004 -- --Survey of Spanish-language newsrooms finds that 95% want VNRs voiced in Spanish--     Moving to meet a surge of interest in the Hispanic market among public relations and marketing professionals, two industry executives with extensive experience in broadcast production and distribution and Hispanic marketing announced the launch of TeleNoticias, the first company specializing in reaching newsrooms at Spanish-language electronic media outlets. TeleNoticias will provide broadcast production and distribution services targeting Spanish-language television and radio stations as well as Internet portals. TeleNoticias is being launched by David P. Henry, a 14-year veteran of the broadcast/electronic publicity field and Dan Durazo, the founder of NoticiasWire and a principal at Durazo Communications, Inc., a Los Angeles-based public relations and marketing agency specializing in the U.S. Hispanic market.

TeleNoticias recently produced and distributed its first assignment on behalf of a leading drug makers new medication for generalized anxiety disorder. The TeleNoticias video news release (VNR) and audio news release (ANR) has currently reached an audience of more than 4.8 million U.S. Hispanics and has aired on more than 100 stations including the Univision network news program Primer Impacto, CNN En Espaņol, Univision Radio and elsewhere.

A recent survey of Spanish-language television stations found strong demand for video news releases and b-roll package that are produced in Spanish. When asked if VNRs should also be voiced in Spanish, 95% of the respondents replied 'yes. Further, 88% of the respondents said that soundbites needed to be in Spanish. Queried on common mistakes seen in the VNRs/B-roll packages sent to those stations, the most common responses include: the package is not in Spanish"; proper Spanish was not used"; and the packages lack cultural sensitivity." Nearly 72 percent of the respondents also noted that they were not likely" to use VNRs received only in English. The survey was conducted by TeleNoticias during December 2003 and January 2004.

A Better Approach To Reaching the Growing Hispanic Audience

TeleNoticias president David Henry explained that the company will provide better results for PR pros by meeting the unmet needs of Spanish-language media. TeleNoticias is unique in that our primary focus is Spanish-language media. For most other companies in the field, Spanish-language media is an afterthought and the materials reflect this. Its not as easy as simply translating from English to Spanish. We have assembled a highly specialized team of Spanish-speaking producers and media experts who not only understand the media, but understand the cultural differences between the Hispanic/Latino community and the general U.S. population. In doing so, we are able to meet the needs of the Spanish-language media and, in turn, are able to deliver better results."

The fast growth of the U.S. Hispanic population and of the number of Spanish-language media outlets has created a need for communicators who understand the culture and needs of U.S. Latinos. The two largest Spanish-Language networks, Univision and Telemundo, reach 97% and 91% (respectively) of an estimated 10.57 million U.S. Hispanic television households with more than 100 combined stations/affiliates. Other networks, such as Azteca America and TeleFutura (owned by Univision), are growing rapidly.    

The number one newscast in Los Angeles is a Spanish-language newscast," said Dan Durazo. In the 2003 November sweeps period, Spanish-language stations in New York, Miami and Phoenix outpaced their English-language competitors in news. Spanish-language radio networks are also growing rapidly. Communicators can no longer ignore Spanish-language media and its impact. TeleNoticias was created to help companies effectively reach this market segment."

The U.S. Hispanic market is currently the fifth largest Hispanic market in the world, and is projected to be the second largest in 2020. There are currently more than 38.8 million Hispanics in the U.S. (growing to more than 43 million in 2010). This represents 13.3 percent of the total U.S. population or roughly 1 in 8 Americans. The market currently represents more than $531 billion in buying power, $630 billion including Puerto Rico. These numbers are expected to double by 2010. The U.S. Hispanic population has grown at nearly four times the rate of the population as a whole in recent years.

TeleNoticias produces and distributes Video News Releases, B-roll packages, Satellite Media Tours, Radio News Releases, and Public Service Announcements. The company also produces webcasts, corporate/marketing/sales videos and provides translation services. TeleNoticias is also affiliated with NoticiasWire, the first Internet newswire exclusively targeting Spanish-language media and opinion leaders.

About TeleNoticias Founders David Henry and Dan Durazo

David Henry has more than 14 years of experience providing broadcast strategy and counsel to a diverse client base. Davids experience in counseling clients and managing projects ranges from Fortune 500 companies, to PR agencies to associations and non-profits. He has successfully executed broadcast strategies for new product launches, existing brand communications, issues management, crisis communications and special events. David held positions at broadcast PR companies Medialink, Orbis Broadcast Group and On The Scene Productions, where he successfully grew and managed company business units and revenue.    

Dan Durazo has more than 13 years of experience in marketing to Hispanic and multicultural markets. He is executive vice president of Durazo Communications, one of the nations leading Hispanic-owned marketing communications agencies, where he is responsible for agency operation, creative development and client strategic planning. He currently manages account activities for clients that include American Honda, Coca-Cola, the American Legacy Foundation and others. Dan is the founder of NoticiasWire.com, the first internet newswire exclusively for Hispanic media and opinion leaders, and is the official Hispanic-targeted news release service for Market Wire, a leader in news distribution. He is also the founder of the Latino Marketing Awards, which recognize outstanding achievement in Hispanic marketing.

TeleNoticias, 333 East 49th Street, Ste. 2C, New York, NY 10017, 212-755-6009. www.telenoticiasusa.com
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