Hoping to capitalize on the success of Turkish novelas in Latin America by attracting U.S. Hispanic audiences, Telemundo is adding one to is primetime lineup.
“La Sultana” premieres tonight at 8 pm.
Including the Turkish drama in that timeslot strays from the network’s strategy of airing Telemundo-produced originals on primetime weeknights.
Over the past 10 years, Telemundo has focused on producing its own content for primetime, putting out hits such as “La Reina del Sur” (2011) and “El Señor de Los Cielos,” which in September ended its sixth season as the #1 program in Spanish-language television in all key demos at 10 p.m.
However, the network has had weak ratings at 8 p.m., where “La Sultana” will live for the next few months.
Telemundo’s new EVP of programming Ronald Day would not address if the change in programming strategy had to do with poor ratings in the timeslot, but affirms the network continues to be committed to producing its original series.