Telemundo Deportes’ new sports program, “El Pelotazo,” is a unique experiment in sports broadcasting. Airing nightly at midnight, it defies traditional programming norms, opting for a dynamic and concise format designed to resonate across multiple platforms. The show eschews typical highlights programs, instead adopting a visually engaging style that feels more akin to TikTok than traditional television.
Joaquín Duro, EVP of sports at NBCUniversal Telemundo Enterprises, explains the show's innovative approach: “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.” This strategy is a direct response to Hispanic viewers’ high mobile and social media consumption, as noted by Duro. Instead of adapting traditional TV content for digital, “El Pelotazo” is inherently multi-platform from its conception.
The show's hosts, Verónica Rodríguez, Pablo Mariño, and Diego Arrioja, embody this approach, seamlessly engaging with the digital landscape. One particularly successful segment, “DT” (Director Técnico), featuring Mariño's commentary on underperforming athletes, has gained significant online traction, leading to potential expansion as a standalone show on Telemundo’s upcoming FAST channel.
Duro emphasizes the interconnectedness of engagement and monetization: “The answer is both — and whatever comes first.” Telemundo's strategy involves creating “media playbooks” to comprehensively monetize content across all platforms. Success in one area drives success in others, creating a synergistic effect.
“El Pelotazo” also represents a significant investment in live programming at a time when many networks are cutting back. Duro states, “In a world where maybe others are cutting live programming and moving maybe out of the country, Telemundo is making a statement that sports is here, sports life is here.” The show’s daily broadcast allows for ongoing conversation and storytelling around Telemundo’s extensive sports rights portfolio.
The show's kinetic visual style, featuring handheld camera shots and bold, simple graphics, is strategically designed for social media consumption. Duro highlights the creative use of existing production capabilities: “We got very creative here with the teams that we had and with current personnel.” This approach ensures high production quality across all platforms, from FAST channels to major events like the Olympics and World Cup.
In a fragmented media landscape, “El Pelotazo” serves as a potential blueprint for the future of sports media, showcasing the power of a multi-platform strategy focused on engagement and innovation. As Duro concludes, “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.”