Carnival Corporation CCL recently announced that one of its Ocean Originals TV programs, The Voyager with Josh Garcia, will be distributed on Telemundo, an American Spanish-language terrestrial television network owned by Comcast CMCSA.
Episodes from the first season now feature on Telemundo's new three-hour Saturday programming block.
Including Telemundo, distribution of Ocean Originals TV programming will now occur on the United States’ two largest Spanish networks and two largest English broadcast networks, along with Carnival’s own digital streaming network, OceanView. Notably Telemundo is the second largest global provider of Spanish-language content.
The move comes on the heels of Carnival’s recent partnership with Univision Communications, a leading media company, to develop the first O·C·E·A·N primetime series – "La Gran Sorpresa". Its premiere attracted over 1.3 million viewers.
Strategic Initiatives to Enhance Revenue Yields
The moves are part of Carnival’s efforts to expand presence in the fast-growing Hispanic community of the United States. These are also part of Carnival’s growing marketing efforts to drive revenue yield growth by creating demand in excess of measured capacity and position itself at an advantage to competitors like Royal Caribbean Cruises RCL and Norwegian Cruise Line NCLH.
The company has been promoting its brands through documentaries, television programs, motion pictures and digital initiatives. Only recently, it created four original TV programs in order to entertain, educate and engage viewers.
The long-term objectives are to improve brand perception, drive bookings and boost revenues. However, these efforts are adding to the company’s costs, thus putting pressure on near-term margins.
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