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Telemundo launches e-commerce site to gain holistic view of audience

NBCUniversal Telemundo Enterprises today (November 21) officially announced the launch of its new e-commerce platform to not only drive additional revenue, but also to develop a deeper understanding of its audience.

The site, ShopTelemundo, went live a month ago, and is part of the company's overall vision of being the leading voice for Latinos everywhere.

Francisco Rivera, Telemundo's vice president of emerging business, said the service is bigger than the sum of its parts.

"We're looking at this as a holistic product. It is not a marketing product only. It is not a product just to check a box. It is a product that will serve as a source of data. It is a product that's going to serve as a way to engage with our fans. It's a product that will allow us to fill a massive market gap, and get ideas from users and be closer to them," said Rivera.

Rivera added there previously hadn't been a market for consumers to buy Telemundo-branded products. Adding a direct-to-consumer element to Telemundo's business model fills that need while also taking audience profiles to a more granular level.

"We're going to have specific demographic information from people... information that in the past we just didn't have. This is going to be tied to the show. If you're a big fan of a show, you're going to buy something and it's going to give us another source of data to understand how our super fans behave, beyond content consumption or social interaction," said Rivera.

Rivera added he sees a future where purchasing influences television content. As watching and buying becomes more seamless and interactive, he said the information gleaned from consumer purchase behavior could shape and inform what audiences are watching on their screens.

ShopTelemundo will offer products from the network's most popular day time and prime time shows. Product integration exists across the network's social channels, including Facebook, Instagram and YouTube.

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