WBD US Hispanic, Omnicom team up for Carlos Ponce, Karina Banda reality series

Juntos en Acción Set will premiere in the second quarter of the year

Warner Bros Discovery (WBD) US Hispanic and Omnicom Media Group (OMG), the media services arm of marketing and corporate communications firm Omnicom, are teaming up on a reality renovation series hosted by celebrity couple Carlos Ponce and Karina Banda.

Set to debut on in the second quarter of the year on WBD’s linear and digital assets, Juntos en Acción (Together in Action) will see Ponce go into communities in need and partner with leaders, celebrities and businesses to work on much-needed renovation projects.

The four-episode series, which is described as being “tailored to resonate specifically with Spanish-language audiences,” will also feature design guru Daniela Nares and general contractor Arturo Contreras.

Volkswagen is among the brands that will be involved in the project, which will also feature a podcast component.

As traditional forms of television financing have become strained, branded content is expected to become increasingly prevalent on TV screens. The opportunity is especially large for US Hispanic programmers, with the Hispanic consumers in the US projected to control more than US$2.7bn in spending power by 2026.

“Juntos en Acción is a fusion of powerful, emotive storytelling that brings the stories and lives of Latinos to the forefront, and it provides a platform for brands to connect with their audiences,” said David Tardio, VP of integrated ad sales and marketing at WBD US Hispanic.