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Bozzo Bows Out at Telemundo, Moves to Televisa
May 10, 2006
By Nancy Ayala
After six years as Telemundo's leading lady of daytime talk, Laura Bozzo will step away from the NBC Universal-owned network and into daypart programming at competitor Grupo Televisa, according to sources. While not completely unexpected, Bozzo decided last week to stop production of TV talk show Laura en América in July, when her contract expires.
"She's a huge talent," says Alfredo Richard, corporate spokesman for Miami-based Telemundo, which continued to work with Bozzo during the three years she was under house arrest in Lima, Peru. (She was charged with taking bribes from a former Peruvian government official.) The 4 p.m. weekday show averages 1.1 million daily viewers in the U.S., with a 16 share of the audience.
The program will continue to air during the summer. "We're on a quest [at Telemundo] to make programming very relevant. An original novela could be introduced in that spot," Richard says.
As the network negotiates how to fill the space, which has been part of a five-hour block of programming hosted by women for women, Telemundo will have a chance to gauge what advertisers could see filling the spot during its upfront next week in New York. The guilty pleasure, raucous talk show certainly was a gamble for some advertisers.
Isabella Sánchez, Miami-based vice president/director of media planning services for The Bravo Group, says, "Depending what they replace [Laura] with, it could have a positive impact. A lot of advertisers have stayed away based on content."
Bravo clients Cingular Wireless and Chevron did not advertise, based on recommendations from the agency, but that could change depending on new programming, Sánchez says. "Laura, while successful from a ratings standpoint, we typically stayed away. [A different type of programming] could make it easier for Telemundo to compete in early fringe daypart."
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