Univision Online, an interactive division of Univision Communications, a Spanish-language media company in the United States, and Endemol, a global leader in content development, are partnering along with Amistad Productions to produce the interactive, webnovela "Vidas Cruzadas" (Crossed Lives).
"We are thrilled to partner with first-class content producer Endemol and superstars Kate del Castillo and Guy Ecker to bring Univision.com users a one-of-a-kind interactive webnovela experience," said Cesar Conde, EVP and CSO, Univision Communications. "This project is yet another example of Univision's commitment to providing our online users with original, premium content which creates innovative ways for our advertising partners to connect with this audience."
"Vidas Cruzadas" will be developed with product placement and organic integration options giving advertisers the opportunity to associate their brands. The webnovela, as well as its mobile extension, will provide marketers with opportunities to interact with Del Castillo's and Ecker's fan base, the company said.
"At Endemol, we are committed to bringing quality entertainment to viewers in unique and groundbreaking ways not experienced before," said Joerg Bachmaier, senior VP of Digital Media and Business Development at Endemol USA. "It is with great enthusiasm and support that we have partnered with such a respected name as Univision and together we look forward to bringing online audiences closer than ever to their favorite programming."
The 15-episode webnovela will consist of three to five minute episodes and will be available to Univision.com users for free. "Vidas Cruzadas" will be supported with a dedicated microsite featuring behind the scenes videos and photos and interactive features such as blogs, live chats and forums. Other features include a sweepstakes where users will be able to act out a scene and upload their video for a chance to win a cameo appearance in the webnovela. The microsite will also include trivia, polls, local tie- ins and exclusive cast interviews.