Babycenter en Español launches innovative webnovela “40 Semanas … ¡y Media!”
GritoBlast! – BabyCenter® en Español, the #1 pregnancy and parenting digital resource for Latino parents, introduces its first “webnovela,” an original soap opera-style web video series designed to connect with millions of parents-to-be online.
Written and produced by BabyCenter, the series leverages the powerful digital platform to offer an innovative transmedia experience that delivers information about conception and pregnancy through a groundbreaking new format.
The first season of the webnovela “40 semanas … ¡y media!” (“40 and a half weeks!”), follows a modern Latino couple as they try to conceive. Their friend and neighbor, who also happens to be an ob-gyn, offers the couple practical information about conception and pregnancy in an informative yet fun and entertaining way, serving as the authoritative voice of BabyCenter en Español.
An opinionated but well-intentioned mother-in-law rounds out the cast and provides just the right amount of family drama.
The series goes beyond the traditional online telenovela by offering a transmedia experience, with characters that come to life in multiple dimensions. On the BabyCenter en Español site, viewers will have access to and be able to comment on the characters’ private journals.
Each episode will also be embedded on the Blog de BabyCenter, where the characters will write posts to engage viewers and provide additional information about their personal pregnancy journey.
To create further engagement, fans can offer commentary about each episode, share their own experiences in polls related to the plot, and enjoy exclusive behind-the-scenes content.
This 360-degree online experience is an innovative way to provide “infotainment,” so that viewers are not mere spectators but also active participants in the creation of the story.
“40 semanas … ¡y media!” is a new experience of interactive content designed by BabyCenter to delight its audience while offering them the same quality medical content that has made our company a market leader,” says Isidra Mencos, Editorial Director of BabyCenter en Español and Executive Producer of the webnovela.
“We have invested in a new format that we believe fits perfectly with the sensibility of the Hispanic audience,” says Mencos. “We offer them a family story that they can connect with, and leverage this emotional connection to communicate key health messages that, ultimately, represent BabyCenter’s vision of contributing to a world of healthy pregnancies and confident parents.”
BabyCenter chose Lourdes Alcañiz, author of seven books, including the award-winning Waiting for Bebé: A Pregnancy Guide for Latina Moms, producer of TV news programs for several Hispanic channels, and Emmy award recipient, to write and produce the series, along with seven-time Emmy-award winning director of cinematography Luis Perea.
The trailer of “40 semanas … ¡y media!” is now live on both BabyCenter en Español and YouTube. The first four episodes of the series will be available May 19.