NEW YORK (Reuters) - NBC Universal's Telemundo, the No. 2 U.S. Spanish-language broadcaster, said on Monday its bet on producing original content is paying off and will be seen in May when the "upfront" advertising market is set for the year.
"We've seen dramatic growth in our ratings" over the past eight to nine months in the scatter market, Don Browne, president of Telemundo, said in an interview.
In last year's upfront market, where advertisers book their air time in advance, Telemundo suffered when its business model was still based on buying programing abroad, Browne said. The scatter market gauges sales on a need basis.
Browne, assumed Telemundo's presidency in April and implemented a plan that is based on producing telenovelas, the soap opera-like programs that are popular in Latin America. He said his efforts will prove their value in May during the next upfront market.
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