Telemundo Launches Its First Emmy Campaign; Will Tout ‘La Reina Del Sur’

Popular new telenovela will be offered for the Academy's consideration

Providing further evidence of the mainstreaming of Spanish-language television, Telemundo announced Wednesday that it has launched its first-ever Primetime Emmys campaign for its series "La Reina Del Sur" ("Queen of the South").

The series has broken viewership records for the network. The Emmys campaign will include uploading clips to the Academy of Television Arts & Science's web site, as well as "For Your Consideration" mailers of certain episodes, and advertising in show-business trade publications.

"La Reina Del Sur," which stars Kate del Castillo (who portrayed Pilar Zuzua on Showtime's "Weeds"), is based on Arturo Perez Reverte's eponymous novel and chronicles the story of "an innocent Mexican girl who inadvertently becomes one of the most powerful drug traffickers in the world," according to Telemundo.

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The series, which premiered the week of February 28-March 4 and airs Monday through Friday at 10 p.m., has scored record numbers for the network, earning in excess of 8.1 million total viewers in its premiere week.

For its May 30 finale, the series actually beat out all English-language networks in its time slot in the adults 18-49 demographic, according to the network.

In announcing the Emmys push, Telemundo Entertainment's senior executive VP Joshua Mintz credited the show's "high production value, as well as its extraordinary talent – in front and behind the cameras" for its success.