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Unicine and Studio Latino Quench Thirst for 'Fama' Mania

24 Nov, 2005 By: Angelique Flores


"Objetivo Fama's" second-season winner, New Yorker Anais, and other stars of the show appeared at a Wal-Mart store in Puerto Rico. Anais will have a CD released in February.


Univision is putting all its media power behind the first TV DVD released by its DVD label, Unicine.

“Objetivo Fama” is a Spanish-language reality show along the lines of “American Idol” meets “Big Brother.” It's produced in Puerto Rico and features contestants from all over the United States and Puerto Rico competing for $25,000 in cash and a recording contract with Univision Music Group.

Lo Mejor de Objetivo Fama Y Lo Nunca Antes Visto streeted Nov. 1 from Studio Latino, which distributes Unicine's titles. The release is getting a big push by the conglomerate's television, radio and online properties. The DVD contains three hours of highlights from season two, 14 live performances, unaired footage, “best of” moments and other extras.

As with all of its releases, Univision is taking advantage of its TV channels — Univision Network, Telefutura Network, Galavisi?n — as well as Univision Radio and Univision Online to advertise the DVD.

With that kind of media penetration, and with the popularity of the show “Objetivo Fama,” it seemed only natural to launch a comprehensive marketing campaign behind the show's DVD, said Concepcion Lara, SVP of business development and marketing for Studio Latino.

Lara said one of the most important developments for Latino home entertainment has been Univision's entrance into the marketplace because of its unique position to market on TV, radio, online and through Univision Records.

But with the “Objective Fama” DVD, Univision and Studio Latino bumped things up a few notches with in-store events, point-of-purchase displays and the FamaM?vil.

The FamaM?vil, a huge bus decorated with the “Objetivo Fama” logo, launched a 19-city tour

Oct. 1 that will end Dec. 4. All stops will be made at retail locations such as Ritmo Latino and Tower Records and Video, Lara said.

The tour is expected to create a buzz around the DVD and the show, Lara said. The bus will have information for anyone interested in auditioning for the show's third season, which begins airing on Telefutura in February 2006.

For the first string of in-store appearances of “Fama” stars, hundreds of fans descended on a Bayamon, Puerto Rico Wal-Mart store Nov. 5. Hundreds of copies of the DVD were sold. The successful sales of the DVD and the high turnout of this first in-store event eased concerns that some retailers had about the DVD streeting in November — months after the season wrapped up, Lara said.

Studio Latino and Univision hope the reaction in Puerto Rico will translate to the United States. The companies plan to use the same marketing campaign for the show's third season DVD.

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