The new division will be responsible for developing a content slate with more than 50 projects, the first of which will arrive in 2022. Telemundo’s Romina Rosado has been promoted to EVP and GM of Hispanic streaming and will lead the new business unit. She will report to Beau Ferrari, chairman of NBCU Telemundo Enterprises.
Longtime linear rival Univision has been making moves in streaming, bulking up free, ad-supported service PrendeTV and laying groundwork for a subscription tier. Telemundo, by contrast, has not pursued a stand-alone service but instead emerged as a key supplier to Peacock, delivering thousands of hours of programming. Last month, NBCU parent Comcast said Peacock had reached 54 million sign-ups and 20 million monthly active users. It has both a free, basic tier and a $5-a-month Premium level.
“The NBCUniversal Telemundo Hispanic Streaming division immediately unifies and amplifies our unmatched resources and reach to our audience across the company, accelerating our presence on Peacock and the entire NBCU streaming portfolio,” Ferrari said in the official announcement. “Romina is an experienced media executive with a clear vision and knowledge for developing relevant content for the Latino and general market that will serve our company-wide approach to programming for the Hispanic streaming audience.”
In her new role, Rosado will lead cross-company efforts and collaborate with Peacock’s leadership in the development of the service’s Latino content. She will also collaborate with the recently created Telemundo Streaming Studios to develop and produce original content based on Peacock’s content strategy for Hispanics. Like NBCU overall, Telemundo is supplementing its roster of linear hits, like La Reina del Sur, with originals. It has high hopes for the fall of 2022, when it has exclusive Spanish-language rights to the World Cup.
One in four Americans under 35 is Hispanic, Rosado pointed out, “and they are voracious content consumers across languages and across platforms.” Using a company coinage, she described the target audience as “200-percenters” — viewers who are 100% Hispanic but also 100% American. “I look forward to partnering with Peacock and creators across the industry to tell stories that connect and represent this dynamic and vibrant community,” she said.
Before this latest promotion, Rosado was EVP of Entertainment & Content Strategy for NBCUniversal Telemundo Enterprises, where she oversaw the company’s omnichannel strategy with a focus on streaming. Previously, she was SVP of Digital Media, having joined the company in 2018 to develop Noticias Telemundo’s digital strategy in the run-up to the 2020 presidential election. Before Telemundo, Rosado was SVP of Global Content at NBCU´s E!, where she helped expand programming and grow the brand’s footprint, especially E! News.