Univision’s morning show in Los Angeles, “Primera Edición” will become “A Primera Hora” starting next Monday, June 1.
Gabriela Teissier, Cecilia Bográn and Annabelle Sedano will co-host the show. Alejandro Mendoza will lead the news segment, while Ericka Flores reports on location.
The station is not calling it a rebranding, although the program will air in the same time slot – Monday through Friday from 5 to 7 am, will have the same talent, and will continue to cover news and entertainment.
“As it is a new format for us, ‘A Primera Hora’ is a new show,” insists Luis Patiño, SVP and General Manager of KMEX-34.
Univision is promoting it as a morning lifestyle program. In an email statement, Patiño says the station is launching the new show “as a way to connect with the younger, tech-savvy, audience in LA, especially young moms who can relate to the everyday experiences of co-hosts Gabriela Teissier, Cecilia Bográn and Annabelle Sedano, all of whom are moms.”
“A Primera Hora” will add new youth-focused segments, including “Líderes del Futuro” that will cover local high school pep rallies; “Tu Espacio 34” about local high school clubs; and “YouTube-Eros” that will feature internet sensations ages 10-18 who are captivating online viewers.
An inside source says the format change will allow the inclusion of product placement, as it will now be a “lifestyle show” instead of a news program.
Univision would not comment on the advertising angle, but another source admits it will create more opportunities for ad partners.
The company’s press release announcing the show makes no mention of Nataly Valenzuela, but on Univision’s corporate site, a video promo in English includes her pitching how she will incorporate brands while showing images of her at a car dealership and a well-known coffee chain.