Burnett speaking Spanish
Exec, Estefan in bilingual bid
More Articles:
Most Viewed:
Taylor Lautner to star in 'Max Steel'(3434 views)Jack Black animates film pitch(3225 views)'Blind Side' tackles box office competition(2703 views)Nine(1518 views)Bennett Miller to direct 'Moneyball'(1397 views)Overture nabs rights to 'Stone'(1041 views) |
Duo have launched Estefan/Burnett Entertainment with an eye toward developing TV, Internet and wireless programming that targets an English-speaking Hispanic aud while also appealing to Anglo viewers. They'll also work on other entertainment ventures together, including a partnership with Latin-tinged exercise company Zumba Fitness.
In separate interviews, Burnett and Estefan both pointed to growing ratings for Univision and Telemundo as evidence that there's a large untapped audience for crossover programming.
"If you can bring the audience (watching Univision and Telemundo) to the Anglo market and networks, it could be huge," Estefan said.
Both men also said that a new generation of Latinos who speak both English and Spanish want programming that reflects their cultural pride.
"When you see this massive, growing bilingual consumer base, it makes sense to go after it," Burnett said. "There's a tipping point coming where many young affluent consumers who speak both languages and really feel their roots are going to want to watch programming in both languages. Nobody in TV is really dealing with that."
In addition to programming for the U.S. market, Estefan said he sees the new company expanding into Spanish-speaking marketplaces around the world.
Burnett and Estefan will run their new venture together, possibly tapping a development chief in the future. The two were brought together almost by chance, meeting on the set of Burnett's Martha Stewart daytime skein, on which Estefan's wife, Gloria Estefan, was a guest.
Estefan already has years of experience in bridging the gap between the Latino and Anglo auds, starting with his work on his wife's early albums.
He was also instrumental in helping launch Latina sensation Shakira in the States, along with crossover acts Marc Anthony and Ricky Martin. Estefan has snagged 28 Grammy noms and won 14 times, including a statuette for producer of the year.
Estefan's musical experience will come into play with Zumba, a sort of Latino-tinged aerobics that's had success throughout the world and is starting to catch on in the U.S. Burnett and Estefan have taken an equity stake in the company and will help it build its Stateside brand.
"This is already a big business. It just needs that extra push," Burnett said, noting that it's possible Zumba could pop up on some of his existing shows.
"Zumba would be a great challenge on 'The Apprentice,' " he said.
For Burnett, the partnership with Estefan reps the latest high-profile alliance for the producer. He's already in business with Donald Trump ("The Apprentice"), Martha Stewart ("Martha"), Jeffrey Katzenberg ("The Contender") and Steven Spielberg ("On the Lot").
Burnett also moved into the music biz last year, launching a record label tied to his CBS skein "Rock Star."
On the TV front, Estefan Television Prods. has produced various projects for NBC, CBS, HBO and Showtime, along with multiple projects for Univision and Telemundo.
