NBCUniversal-owned Telemundo is looking to boost the Latino community's interest in Peacock by creating a dedicated Hispanic streaming business arm that will be tasked with creating content for this audience. 

The team, led by Telemundo executive Romina Rosado, is charged with developing more than 50 original projects through 2022 and beyond that are geared toward what the company calls “200%-ers," which are U.S. streaming consumers who identify as both 100% Latino and 100% American.

Rosado, whose new title effective immediately is executive VP and general manager of Hispanic Streaming, will report directly to Beau Ferrari, chairman, NBCUniversal Telemundo Enterprises. 

“Romina is an experienced media executive with a clear vision and knowledge for developing relevant content for the Latino and general market that will serve our company-wide approach to programming for the Hispanic streaming audience,” Ferrari said in a statement.

In her new role, Rosado, who joined Telemundo in 2018 and most recently served as exec VP of entertainment and content strategy, will direct company-wide efforts to establish Peacock’s dominance in the world of Hispanic streaming.

She will also work alongside Telemundo Streaming Studios in the creation of original content, expanding on the more than 3,000 hours of video Telemundo brought to Peacock when it first launched last year and positioning it as a hub of both English- and Spanish-language content.

On average, the demographic is 14 years younger than the non-Hispanic white population and is a growing percentage of the total, with Hispanics also spending more time per day watching TV or streaming than the average American, according to NBCU data. 

This comes as the so-called streaming wars heating up, and there's a call for brands to reach Hispanic audiences through content specifically created for this audience rather than through general market buys. 

Univision put its stake in the ground earlier this year with the debut of PrendeTV, its free, ad-supported streaming platform.