Telemundo Deportes has launched a unique sports program, "El Pelotazo," airing nightly at midnight. This unconventional time slot is a deliberate strategy to redefine sports broadcasting in a fragmented media landscape.
Unlike typical highlight shows, "El Pelotazo" features dynamic camera movements and concise segments designed for easy sharing across various platforms. Joaquin Duro, EVP of sports at NBCUniversal Telemundo Enterprises, explained: “We understood the time where this show is airing, obviously at midnight. The segments are shorter, more dynamic, bold, with a different play of camera angles just to give it a little bit more of a social media feel.”
The show’s multi-platform approach is a key differentiator. Duro noted: “You can tell when something has been done for another platform… As you go through your feed, you can tell what is not natural for the platform.” Telemundo's strategy is informed by data showing Hispanic viewers' high mobile and social media consumption. Hosts Verónica Rodríguez, Pablo Mariño, and Diego Arrioja embody this approach.
The show’s success is evident in rising ratings and social media engagement. A segment called “DT” (Director Técnico), hosted by Pablo Mariño, is gaining significant online traction, prompting consideration for a standalone show on Telemundo’s upcoming FAST channel. Duro highlighted: “We’ve seen the increase not only in ratings from a daily basis, but also in that engagement, in that consumption… Our talent is surprised at the amount of followers they’re getting every day with some of the topics on social media.”
Telemundo employs a comprehensive monetization strategy, balancing engagement and revenue generation. Duro stated: “The answer is both — and whatever comes first.” Media playbooks guide their sales team across all platforms. Duro explained: “If you create engagement, and then that engagement creates additional eyeballs, some views, either on social or on linear, then that ties into the monetization aspect.”
In contrast to industry trends of reducing live programming, Telemundo’s commitment to "El Pelotazo," airing seven days a week, demonstrates their belief in the power of live sports. Duro asserted: “In a world where maybe others are cutting live programming… Telemundo is making a statement that sports is here, sports life is here… It drives consumption, it drives audiences, it drives sales, higher CPMs.”
The show’s kinetic visual style and social media-friendly graphics are crucial elements of its success. Duro, who joined Telemundo Deportes with extensive streaming experience, emphasizes innovative use of existing production resources: “We got very creative here with the teams that we had and with current personnel… I have the consumption of the content, how our audience consumes the content, how you need to produce a little bit differently” at the forefront.
“El Pelotazo” may serve as a model for the future of sports media, showcasing a strategy where a midnight broadcast serves as a launching point for multi-platform content engagement. Duro concluded: “We’ve been one of those companies that we’re here to try new things all the time and whatever sticks, sticks and then we keep pushing… I think that makes it more fun to be honest.”