LYCOS RETRIEVER 
Telemundo: Novelas
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Telemundo ... formed a deal with Ikea, in which the home furnishings retailer supplied two bedroom sets featured throughout the novela and 30-second spots that aired in the show. Ford, Lowe's and Wal-Mart also purchased integrations in Dame Chocolate.
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"Countrywide Home Loans has wisely recognized the great potential of product integration in Spanish-language reality-type programming and is the first mortgage company to be involved in Telemundo's home improvement programming," said Steve Mandala, executive vice president of sales for Telemundo. Telemundo has historically offered product placement opportunities through its original programming, including novelas and reality shows.
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OWNING THE RIGHTS to all of its novelas allows Telemundo to sell product-enhancement opportunities in each of them, bringing in a different source of revenue than just airing traditional 30-second spots. It ... has empowered the network to make shifts in its novela storylines as a way to bolster ratings.
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