Top Chef “goes bilingual” with Telemundo to “leverage the Latin influence” of Top Chef 3

Bravo is partnering with its sibling station Telemundo (both are owned by NBC Universal) to promote Top Chef 3 to Latino viewers.

Why are they doing this? Apparently because the third season is set in Miami, and as any overgeneralizing person knows, Miami equals Latinos. If NBC Universal owned Logo, would Bravo have done this for the first season, which was set in San Francisco?

Anyway, Bravo VP Jason Klarman actually says in a press release that this partnership is designed “to leverage the Latin influence of this season and drive viewership with the Hispanic audience.” Telemundo’s president, Don Browne, said, “This partnership will strengthen Bravo’s presence among U.S. Hispanics and will increase Telemundo’s audience and awareness in the general market.” And Bravo calls this its “first-ever venture into the Hispanic market.”

Among other things, there will be “bilingual blogs” and a challenge that’s product placement for Telemundo’s show Dame Chocolate. Two web-based cooking shows will be hosted by Top Chef 2‘s Carlos Fernandez, who will also appear on Telemundo’s morning show. Carlos will also write the blog, because Bravo is either cheap or could not locate another Latino contestant.