Telemundo’s new weekly late night talk show, “Mas Vale Tarde con Alex Cambert,” has secured crucial advertising commitments from Verizon Wireless, T-Mobile, Pontiac, Target, Coors and others.
The late night talk show is a format as yet unexplored by the U.S. Hispanic market, and it will be interesting to see how it is received.
Pontiac has negotiated an interesting arrangement with the show whereby it will be a partner in presenting the musical acts on a stage being called the Pontiac Musical Garage. The initiative is an extension of its efforts to position itself as an “edgy” car company, appealing to the young and young at heart.
The show is also experimenting with an interesting cross-distribution model via the Yahoo! Telemundo portal. The show will actually be aired online the day before it is scheduled to air on TV. In addition, the online destination will feature special features and outtakes as well as a daily video blog by host Alex Cambert.
The video on the site will be sponsored by Pontiac and Verizon Wireless.