Article: Toyota and Telemundo team to embed texts in telenovela opening; Carmaker aims to draw attention to its new Venza by sponsoring nightly viewer messages on show.(Toyota Motor Corp.)(Telemundo Network Group L.L.C.)

Byline: LAUREL WENTZ

Every night in the opening credits of NBC Universal-owned Telemundo's new Spanish-language telenovela, shot in New York, the heroine Manuela zips through Times Square in her Toyota Venza past the landmark giant electronic billboard. Thanks to Toyota, the Jumbotron flashes a different message texted in by a Telemundo viewer.

The idea of embedding a daily advertiser-sponsored text in the opening sequence of a novela grew out of an evolving partnership in which TV networks are consulting much earlier with marketers and agencies about their needs in client-development meetings rather than just walking them through programming they are ...

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