V ol 3 - # 2 nov 2008 THE FIRST MAGAZINE FOR HISPANIC TV IN THE USA Advertisement
Hispanic TV Summit
presented by
M u lt i c h a n n e l N e w s
and
B&C/ Florida Media Market
w ho’s
v ips Last-minute news from the Hispanic TV industry Jorge Hidalgo, Telemundo 5 César Español, TBN Enlace USA 5 Demian Torres-Bohl, Castalia Communications Ariela Nerubay, TuTV 5 Ángel Zambrano, TBS LatAm 6 Johanna Guerra, Telemundo 6 Shane McMahon, WWE 6 Eric Conrad, ESPN Deportes 6 Renato Lopes, Transit TV 7 Jodi Senese, CBS Outdoor 7 Fefi Toll, Fefi Toll Entertainment 7 Francisco Ríos, TV Visión 7
Meet EWTN Español’s top four
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5
personality
10 Dame la pista, TeleFutura 10 Nocturninos, LATV 10 Levántate, Telemundo
10 ¡Viva la familia de Todobebé!, Univisión 10 Rubén Sánchez directo, CaribeVisión 10 The Wumblers, ¡Sorpresa! 10 Fox Impacto NFL, Fox Sports en Español
Juan Carlos Urdaneta, TBS LatAm 11 Carlos Barba, CaribeVisión 11 Guillermo Plehn, Televisa Publishing & Digital 11 Luis Daniel Capriles, Telemundo Internacional 11 Luis Balaguer, Latin WE 11 Mayela Rosales, Azteca América SWFL 11 Ricardo Flores, GlobeCast 11 Víctor Montilla, TUTV 11
measuring TV audiences,
“The USA Hispanic market
but also for agencies and
is an emerging business
advertisers 18
20
n e w m e d i a
fo r u m Spanish-language pay-TV going full sail ahead 10
and dynamic tool for not only for local stations,
The offer on Spanish-language pay-TV channels is definitely growing, both in quality and variety of content
14
Digital Media and Emerging Businesses: Managing synergies Telemundo steps up to the challenge of strengthening the possible synergies among the Telemundo Communication Group properties, to the benefit of the audience and the
o pinion
advertisers
Are we missing the benefits of the digital transition? José Luis Rodríguez de HITN-TV
quotes
Local People Meter: A much-awaited development arrives in the Miami market
Chris Crommett, from CNN en Español
for us”
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La academia: Última generación, Azteca América
fea t u re
The LPM is a more precise
por tfolio Gabriel, Mega TV
w h o
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s p ot l i g h t LATV: Focusing on the top 25 markets
shares his thoughts on the complexities of the digital transition
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SiTV: An evolving network
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Semillitas: VVI seeks to sow in fertile soil ¡Sorpresa!: A peek into their new season
e ven ts
FSE: Better ways to serve the Hispanic sports fan
33 Launch of Azteca México in Los Angeles 34
Alterna´TV: On the look for new business
Telemundo presents its team for Olympic coverage in Miami
TuTv: Sustained growth
The Independent Show 2008, Orlando
CHIEF-EDITOR: Ríchard Izarra - MAIN EDITOR: Maribel Ramos-Weiner - EDITORS:
25 25
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CaribeVisión: Shaking things up
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Ochoa, Federico Bianchi - ADMINISTRATION: María Paula Capuya, Luciana Conde,
Patricia Blanco, María Fernanda Briceño, Virginia Rada,Marcela Tedesco, Cynthia Plohn,
Gueylin Méndez - ART: Sergio Szwarcberg, Liliana Martínez - PHOTOS & VIDEOS:
Ezequiel Iacobone, Lucas Robledo, Diana Rojas, Constanza Kong - SALES & CUSTOMER
Ana Magnani, Sofía Izarra, Luz Nis - SYSTEMS: Mauricio Roda - TRANSLATION: Ana Delon
SERVICE: Lemar Guzmán, Roko Izarra, Valeria Nardecchia, Sebastián Novacovsky,
37 NE 28th St. Miami, FL 33137, EE UU
Mara Fernández, Amy Ibarra, Kalú Fermandois - PRODUCTION: Andrea Jurado -
INFO: info@produ.com; ventas@produ.com;
DATA: Francisco Gutiérrez, Paula Burela, Cintia Baudino, Emiliano Mussi, Catalina
subscriptions@produ.com - T +1-305-256-6774
v i p s
New alliance
Televisa and Telemundo announced an agreement that gives Telemundo the USA broadcast rights to all soccer matches in which six of the Liga Mexicana de Fútbol’s division one teams are contenders. These rights include the transmission of playoff, semifinal and final matches of the Mexican National Soccer Championship in which these teams participate. “This opportunity will further strengthen our sports offer,” pointed out senior executive VP, Network Sports, Telemundo, Jorge Hidalgo.
Jorge Hidalgo
Historic
Great potential
César Español, national Public Relations director at TBN Enlace USA, said presence in the smaller cable systems is more complex, since they have limited bandwidth. “As the systems are updated in the Hispanic markets, they are including us. The industry ignores the potential of the faith-based markets and we are trying to conduct research so that cable companies can understand the magnitude, profitability and degree of loyalty found in the Hispanic market.” César Español
Sustained growth
In a move that represents a landmark in its history, cable signal Mexicanal signed a contract with Comcast for nationwide distribution in the USA. Until now, the pay TV channel had national presence only through DirecTV. “We are delighted to begin our work with Comcast to penetrate the different markets in this country,” said Daniel Torres-Bohl, Marketing and New Media Director at Castalia Communications.
Ariela Nerubay, TuTV Sales and Marketing VP, finds that the pay TV market continues to grow despite the recession: “We are experiencing wonderful success, because the Latin community has received our channels very well. We know this from the success of the Hispanic packages that include our channels and from the varied promotions we offer to our distributors. We continue experiencing an uninterrupted, continuous growth.”
Demian Torres-Bohl
Ariela Nerubay
www.produ.com
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Broader profile
Ángel Zambrano
Ángel Zambrano, VP of Syndicated Sales and Acquisitions at Turner Broadcasting System Latin America, believes that broadening the profile of the Infinito signal will open the door to high-quality documentaries. “I am a firm believer that we are in the golden age of documentaries and it was always somewhat frustrating that documentaries didn’t fit the Infinito profile. By broadening the definition of Infinito, the audience will be able to enjoy documentaries of the highest quality.”
Taking over Mexico
Johanna Guerra
One of the priorities at ESPN Deportes is the transmission of Latin American baseball. With the acquisition of the exclusive rights to the transmission of the Serie del Caribe in the US during the next three years, the network now offers more than 300 hours of baseball events that appeal to Hispanics in the US. “With this baseball package, we provide the audience with something other networks can’t provide,” states Eric Conrad, Acquisitions and Programming director at ESPN Deportes. Shane McMahon
www.produ.com
Johanna Guerra was promoted to Senior VP, Network News at Telemundo. A news industry veteran, Guerra is charged with developing strategic plans for all of the network’s news properties and supervising all news programming for Telemundo. Additionally, she oversees the network’s domestic and international news bureaus in Los Angeles, New York, Washington D.C. and Mexico City, Mexico as well as the development of on-air communications and talent, including securing correspondents, show anchors and contributors.
Homerun bound
World Wrestling Entertainment (WWE) is approaching the Mexican market from several fronts at the same time with their two flagship shows: RAW for Televisa’s Galavisión screen and WWE Smackdown for TV Azteca’s Azteca 7. Shane McMahon, WWE’s executive VP of Global Media, pointed out that this is the first time that the company’s products air on Mexico’s open TV. “The WWE shows have been present in Mexican pay TV for 18 years on Multivision’s channel 52,” he explains.
6
Ascending career
Eric Conrad
Successful impact
Out-of-home video networks are one of the most recent and effective media, and they are engaging more and more advertisers. Renato Lopes, national Sales manager at Transit Television Network, commented that the advantage of their spots rests on a reliable exhibition that targets a multi-cultural, captive audience in an open environment: “The combination of traditional platforms and new media contributes to the effective distribution of the message and grows the consumer base.”
Renato Lopes
On Hold
The launch of Telegenic Entertainment’s new Hispanic channel —headed by Joe Wallach, Wayne Lepoff and Frank Cruz— has been delayed in view of the uncertainty of the TV groups in regards to the transition to digital. Fefi Toll, head of Fefi Toll Entertainment and content acquisition consultant for the group since August 2007, points out: “We will have to wait until the beginning of next year. I have been searching for competitive content for the channel, including telenovelas, the genre Hispanics watch most.”
Key advantage
“In addition to the 24-hour exposure, the real advantage of outdoor advertising is that it does not depend on the consumer’s choice,” says Jodi Senese, executive VP, Marketing at CBS Outdoor. “Latinos differ in regards to the media they consume: Spanish or English. We don’t have that disadvantage: we are in the neighborhoods and reach all Hispanics, regardless of which TV they watch, which radio they listen to, or which publications they read.”
Jodi Senese
Achievement
Fefi Toll
Two and a half years into operation, Tampa (Florida) low-power station TV Visión has been included in the FiOS TV platform and will soon join Bright House. “Verizon has provided us not only with the opportunity for having presence in Florida through Verizon FiOS, but also for having presence outside the state, in all areas where the company’s service is available. This represents an extraordinary acknowledgement in such a short period of time,” says Francisco Ríos, founder and CEO of TV Visión.
Francisco Ríos
www.produ.com
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A critical, irreverent, and unconventionally entertaining late-night television news magazine commanded by Horacio Villalobos, along with his guests and team of crazed Nocturnino staff (Denise Padilla, Daniel Vives and Agustín Casanova), provide a humorous analysis and often satirical take on current affairs, daily headlines and news E W the most reported E W E on W the I R S T N N N F Mexican and world media. This one-hour S show is produced by Multivisión. P E N N E E E I
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¡S o r p r e sa ! This series created by Laura J. Wellington and produced by The Giddy Gander Company is aimed to children 2 to 8 years of age. The Wumblers is a whimsical collection of multi-colored, bulbous-shaped characters, and stories that combine inspiration, imagination, and fun.
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The first show produced entirely in Puerto Rico by LatinoUno and CaribeVisión is broadcast from Puerto Rico to New York and Miami. The program is conducted by Rubén Sánchez and maintains an original formula of newsworthy interviews of substance and impact. During this new phase, the show includes several guests and panelists, along with celebrity reporters to round off the content of each show.
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Produced by Todobebé, Inc. with Latin WE, this family show is hosted by actress and singer Aracely Arámbula (who is also coexecutive producer) and co-hosted by Todobebe’s co-founder, Chief Editor, and author Jeannette Kaplun. The one-hour program mixes humor, entertainment, reality segments, interactivity and lots of surprises, while conveying relevant information about babies and parenting.
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This magazine-style show is hosted by Adrián García with analysis by football commentator Eduardo Blancas, who will provide with a unique perspective to the world of the NFL by evaluating the approaching matches and reviews of the stellar moments in the week’s matches, all with a special focus on US football’s key players and teams.
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Hosted by actress, singer and dancer Alessandra Rosaldo, this is a a wildly funny and unpredictable 30-minute family game show in which a group of cute kids give unexpected and oftentimes baffling clues to a group of usually clueless adults who must guess a secret word… with hilarious, and sometimes embarrassing, results.
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Presented by Alan Tacher, Rashel Díaz and Erika Garza with special contributions from animator and impersonator Raymond Arrieta, this two-hour variety show offers entertainment, humor and fun, plus news from the US and Mexico. Produced by Telemundo studios in Puerto Rico with Tony Mojena as producer.
Only 25 out of thirty thousand youth registered in the US, Mexico, South America, and even the Internet were chosen to participate in the sixth and last generation of La academia, produced in Mexico by TV Azteca. This is a contest in which the participants sing in live concerts. The winner receives a Nmillionaire Iprize R T H C O E and the opportunity of a tour as the new S S star of La academia. N E N E F
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Juan Carlos Urdaneta TBS LatAm
Carlos Barba Caribe Visión
Guillermo Plehn Televisa Publishing & Digital
Luis Daniel Capriles Telemundo Internacional
“The business is solid; the region has experienced five years of sustained growth. The economy is fine and this allows us to continue growing. The incursion of telcos into the pay-TV competition is motivating the industry to improve their offer.”
“The process of integration leading to having a converter box in the Hispanic market and its growth will not be as accelerated as many believe. In two or three years we will have as digital clients 50% of the Hispanic viewers who are users of cable and TV today.”
“I believe this is a year of opportunities. More that a recession, what we are now seeing is an economic slowdown. The success of your business today will depend more on your control of costs and your in-house efficiency than on your performance in the income markets.”
“‘I find that the best opportunities are with the Video On Demand (VOD) previews. If the audience can see the premiere of a telenovela as VOD before it is available on open TV, you monetize both platforms.”
Luis Balaguer Latin WE
Mayela Rosales Azteca América SWFL
Ricardo Flores GlobeCast
Víctor Montilla TUTV
“¡Viva la familia de Todobebé! is the perfect example of what I believe will be the future of Spanish-language TV in this country, where we have been financing ourselves through the brands. It is a formula with which all win: Univision sells its airtime, we sell the integrations, and everyone wins at the end.”
“The only option with a cable company is must carry. If we had must carry we would have access to a far better distribution platform and we would be able to capture greater ad revenue, which in turn would help us secure adequate financing to continue operating and advance our growth.”
“There is great interest in acquiring content next year, because that is where the future of the business lies. Content, rights acquisitions, and signal regionalization for distribution in other markets where the clients can maximize their income, will provide the greatest ROI.”
“The Puertorrican industry is not flourishing and it is our responsibility to be an example in the production arena, but there is no money available to produce more than what we do at this time. ‘We are concerned about the survival of the Puertorrican production industry.”
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Spanish-language pay-TV going full sail ahead The offer on Spanish-language pay-TV channels is definitely growing, both in quality and variety of content. The audience’s preference for film genres is increasing and the VOD offer is beginning to take off
Rubén Mendiola, general manager of DISH Latino, is delighted about the direction the market is taking. “As a pay-TV executive it pleases me that other companies are also seriously considering the market and are working to develop a good programming offer. I believe that the Hispanic market in the USA definitely has a better programming offer today than it did in the past. He reminisces that when DISH Network began catering to the US Hispanic market eight or nine years ago their first Spanish-language programming offer was only a small package, while today they offer four
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packages. Mendiola announced the debut in the near future of new channels that were not previously available in the USA. “Owing mainly to the quality and variety of the content, we find this has been one of the best years ever in the history of DirecTV Más,” points out John de Armas, executive VP of DirecTV’s WorldDirect. “Hispanics require and demand top quality.” De Armas points out that although the DirecTV Más platform carries more than 45 channels in Spanish –one of the largest offers available in the market– “the objective has
always been to satisfy the need of the viewer in the USA, not to have more channels”. Mauro Panzera, senior director of Multicultural Marketing at Comcast, considers that his company has a strong commitment to Hispanic pay TV and expects to launch many more channels in 2009 as more bandwidth becomes available. On average, Comcast distributes 15 to 20 Hispanic channels in the USA, but has signed agreements with more than 70 channels. “This average will grow during the coming months, because our offer of Hispanic
channels will double in some markets,” announced Panzera. Luis Villanueva, president and CEO of Venevision International (VVI), deems that “the Hispanic market is in full expansion in the USA, and this is reflected in the continued growth of our subscriber base, which, in turn, is not only a reflection of the quality of our channel, but of the greater availability of Hispanic packages fromcable operators and satellite providers”. “The potential from this segment of the demographics –with an estimated purchasing power of a trillion
“Advertisers are discovering that the Hispanic pay TV market represents a true alternative because, with the higher penetration through cable and satellite, Hispanic channels have attained a critical mass –and access to a broader audience”, ALAN SOKOL
John de Armas, DirecTV
dollars by 2010– is evident,” adds Villanueva. “This quality, along with particular consumer habits, makes it a segment in itself, generating great opportunities. The approaching digital age, on the other hand, opens tremendous opportunities for those who, like us, are in the position of leveraging on the convergence of economic, demographic and technological growth.” Alan Sokol, a partner with InterMedia Partners (co-owners of the Cine Latino signal), also validates the positive outlook on the Hispanic market: “Advertisers are discovering
Mauro Panzera, Comcast
that the Hispanic pay TV market represents a true alternative because, with the higher penetration through cable and satellite, Hispanic channels have attained a critical mass –and access to a broader audience.” Leonardo Alvarado, general director of Alterna´TV, is rather cautious in his prognosis: “This market is moving a bit more than in the past due to technologies such as switch video. In any case, we believe that growth will be somewhat modest, because the configurations of the packages distributors have still represent limited options.” Alvarado further
Rubén Mendiola, DISH Latino
elaborates: “On average, Hispanic packages consist of a 60%-65% English-language offer, while 30% –in very few cases 35% – are Spanishlanguage channels or Latin American channels. We have information that the pay TV market grows 4% per year and, although the technology factor will definitely weigh in, we don’t think the growth rate will be much higher than that.”
Most popular genre
Whether coincidence or not, this year has been a prolific one in terms of the launch of new movie channels for Hispanics in the USA. This is, in fact,
the most popular genre with the Latino pay-TV audience. DirecTV Más launched Cine Nostalgia, focused on the ‘golden age’ of Mexican cinema. Each week the channel offers 45 different movies, five new releases in the primetime slot, and several documentary series. Olympusat, who already has Cine Mexicano in the market, recently launched Gran Cine. “We are trying to capitalize our success with Cine Mexicano, although Gran Cine is all about contemporary movies originally produced in Spanish –not only from Mexico– but also from the
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“We are very aggressive about VOD. Currently, we have more than 100 options available that our users can access at any time”, MAURO PANZERA
Alan Sokol, InterMedia Partners
rest of Latin America and Spain as well. We will also include original series, HBO-style,” explained Olympusat president Tom Mohler. Mohler finds this is “a good moment for pay TV channels that have a proven history and a successful formula”. On the other hand, Cine Latino co-owners InterMedia Partners and MVS launched an exclusive Cine Latino feed for the US Hispanic market: “Creating a separate US
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Tom Mohler, Olympusat
channel is exciting news for Latinos living in the United States, as this will allow Cine Latino to cater its programming to meet the specific needs and interests of the diverse USA Hispanic audience,” said Jim McNamara, chairman of the network.
VOD pumping up
Video On Demand (VOD) service within Spanish-language pay-TV in the USA is also gaining momentum. Comcast is a good example: “We are very aggressive about VOD. Currently,
Jim McNamara, Cine Latino
we have more than 100 options available that our users can access at any time. We plan an exponential increase of the number of hours of Hispanic VOD programming for 2009,” points out Panzera. Armas’ viewpoint is that it will still take some time for the service to become popular within the DirecTV platform, where it was made available in mid 2008. “From my perspective, this is a process that will take time until people get used
to the fact that the service is available. It can easily take 18 months before everyone is requesting it every month.” VOD service is not yet available on DISH Latino, but it will soon be. “We haven’t launched it yet, but we already have an extensive library for Spanish-language VOD programming. I believe that we will be making announcements about this early next year,” stated Mendiola. Maribel Ramos-Weiner
o p i n i o n
Are we missing the benefits of the digital transition? by J o sé Luis R o d rí g u ez Fo u n d e r an d C E O o f th e His pa n ic I n form ation a n d Te l e co m m u n i c at i on s Net work , I n c. ( HI T N -T V )
The digital transition is now upon us. Analog broadcasting ends February 17, 2009. Three million Hispanic households are currently “untethered”, that is completely dependent on broadcast television. But the problem is much more complex. The DTV transition affects all estimated eleven million Hispanic TV households. It’s a little understood fact that while those connected to subscription services will not likely lose the local channels they currently watch, without the appropriate equipment viewers will not gain access to the new channels of content made possible by digital broadcast. Additionally, because low power (LPTV) channels do not have to convert, the wrong equipment may make access to Spanish language LPTV or Mexican programming on the Southern border much more difficult. Polling shows a very high awareness of the DTV transition among Latinos. Even with this awareness, there is a real confusion on a practical and
policy level of the importance of the transition to our community. That is why HITN-TV has launched a major DTV educational initiative focusing on the “how-to” of the DTV revolution. The DTV transition is also important for its potential. Historically, whenever new spectrum opened for broadcast, Hispanic broadcasters have found ways to use the least attractive spectrum resource, be it UHF TV or AM radio to serve their community. Those efforts have been so successful that the consolidated media giants have consumed these pioneering stations leaving Latinos as viewers but not owners. Digital broadcasting could offer new minority media ownership opportunities. FCC Chairman Kevin Martin has proposed to grant individual broadcast licenses for fractional use of DTV spectrum. Other commissioners have urged broadcasters to use their ability to provide multiple streams of digital programming to better serve minority communities.
International content providers targeting the Latino market could also benefit from additional digital distribution outlets. Broadcasters have been slow innovating with their new digital capabilities. Many are using their digital spectrum to offer weather information, reruns and alternative sports programming. Perhaps broadcasters are afraid of cannibalizing their core service. However, few things would stir interest in DTV transition more than compelling DTV multicast programming. In time, I suspect broadcasters may be willing to sell or transfer a fractional license to minority broadcasters or partner with minority content providers to offer Spanish language and other alternative language programming. It is important to dispel a misconception out there that new digital channels are going to be automatically carried on cable, telcos and satellite systems. This is not correct. Cable systems are only required to carry one channel per licensee. decir
‘Therefore, additional new digital channels will not pass through, unless consumers have the right box to pass those signals. There is not obligation for multichannel operators to carry these digital signals. That of course brings us to our initial question. Are we missing the benefits of the digital transition? If all eleven million Latino households (not just the three million “untethered” ones) and content providers get together to make sure that everyone gets the appropriate box to see the new digital channels, we will. If not, we will not. This represents a major problem for prospective users. At the same time it represents a major opportunity. There certainly could be a major benefit for both by working together. Accessing all over the air DTV content is important not just for what is available now, for what could be available in the years to come.
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Local People Meter:
A much-awaited development arrives in the Miami market Miami is the 16th TV market boasting Nielsen’s Local People Meter (LPM). The LPM is a more precise and dynamic tool for measuring TV audiences, not only for local stations, but also for agencies and advertisers
The LPM is capable of capturing the TV consuming habits of each household member and records data automatically every 2.7 seconds, offering the possibility to register the channel flipping that was not registered in the previous daily system. The sample with the LPM is 600 households, to represent a universe of 1,536,020 TV households. By the end of this year, the Nielsen LPM will be in 18 USA markets, and by October 2012 it will be present in the nation’s main 56 markets –but according to Mónica Gil, VP of Communications and Community Affairs at Nielsen Media Research, there will be some sort of electronic technology in all the 210 USA TV markets.
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The LPM records data every 2.7 seconds
Benefits of the new technology “We believe that this new technology is the most advanced form of measurement. Today, with the diary, we mainly rely on people’s memory, but with the new technology we will be able to capture their viewing habits in real time,” points out Gil.
tell if it is a male or a female viewer –and we can tell their age as well, which is what advertising agencies really look for. Our clients are asking for the most concise information that is out there. The new technology really gives us the opportunity to provide that service to them.”
Gil adds: “The great thing about the people meter is that it provides insight on all the demographic information that is out there. Advertising agencies and advertisers will have more information, faster. Before, with the diary or with the other former technology, people could just tell us maybe what they were watching on TV; now we can
The Hispanic TV executives that were interviewed find that the arrival of the LPM in Miami will provide them with a tool to manage TV stations with effective and immediate data on hand, and will allow the smaller and lesser-known channels to show their true audience numbers to agencies and advertisers for their consideration.
Mónica Gil, Nielsen Media Research
Manuel Martínez, president and general manager at WSCV Telemundo 51 in Miami, experienced the LPM during his tenure as head of the Telemundo 47 station in New York: “The LPM measures the actual viewership, as opposed to the previous diary method. It allows us to compete fairly with non-Spanish language stations for the money that is out there in the market. My thinking once the people meters arrived in New York was one of everyday excellence.” Martínez pointed out that during the LPM trials conducted by Nielsen in Miami there was an overall decrease of Spanish-language TV viewers. “Not
“The great thing about the people meter is that it provides insight on all the demographic information that is out there. Advertising agencies and advertisers will have more information, faster”, MÓNICA GIL
Manuel Martínez, Telemundo
Tomás Johansen, Mega TV
different at all from what happened in New York, where viewership decreased slightly and later stabilized,” he said. Tomás Johansen, executive VP and general manager at Mega TV, believes that people meters will dramatically change the way Hispanic TV purchases are made: “Instead of having only Households on a day by day basis, you have all the different demographics on a day by day basis, and this is going to change the way agency media buyers purchase Hispanic TV,” he said. Erika Lowell, director of Development and Research at Mega TV, agrees: “My
Roberto Vizcón, genTV
feeling is that it will help the younger stations and the lesser-known stations to get their foot in the door and get the actual viewership they have.” Adrián Steckel, CEO at Azteca Networks, applauds the people meter. “I believe that it is a great advantage, much better, to have a technologically advanced arbitrator that measures minute by minute who is watching TV and what family member is watching TV. I applaud the advantage of placing the Local People Meter.” Roberto Vizcón, general manager at genTV channel 8 in Miami, finds that
Adrián Steckel, Azteca Networks
“This is a more reliable measurement. Independent channels such as ours, with a smaller audience, increase their audience, while channels such as Univision and Telemundo see a decrease because in the past people filled their diaries with what they know and remember. This will be a better assessment of the market, of what people are really watching.” He added that the LPM would help TV stations make programming adjustments much faster.
Don Parsons, CaribeVisión
methodology hasn’t changed in Miami in the past five years. Five years ago, the Miami DMA included 57% of Cubans and we believe that this number has somewhat changed. We estimate that there is 45% Cubans and 55% from other countries in the DMA. Our programming doesn’t target only Cuban people. I believe the LPM will bring great changes for the future.” Maribel Ramos-Weiner
Don Parsons, Sales president at CaribeVisión, welcomes the new tool. “We are expecting the change to the people meter mainly because the
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Chris Crommett, from CNN en Español
“The USA Hispanic market is an emerging business for us” CNN en Español’s senior VP points out that the group is considering the re-launch of an Internet site that is robust and makes sense financially and operationally; he also analyzes options for providing content to the secondary channels that will become available with digital TV
P&DH What does the USA Hispanic market represent to CNN en Español? “The USA Hispanic market is important for us. Although it may seem paradoxical, it is an emerging market for CNN en Español. Why an emerging market? We began 11 years ago as a network for Latin America. The distribution we had in the USA was a plus. Only during the past four years we have started to implement a very specific strategy to attract USA Hispanic market audiences, but without forfeiting Latin America audiences.” Chris Crommett
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P&DH What is the channel’s strategy to adapt to each market? “We have increased the coverage of the USA subject within our general
mix. We have three signals: one that is received only in the USA, another one in Mexico, and the third one, the panregional signal, that is received in the rest of Latin America. This allows us to offer certain content, programs and events targeted to only one region. The strategy has been working well. We have seen a two-digit growth both in Latin America and the USA. Hence, today we are approaching 26 million pay TV subscriber homes in Latin America and 5 million homes in the USA.” P&DH How is your content agreement with Expansión in Mexico working? “We are obsessive about our care for the CNN brand. When we make
co-production or content sharing agreements we very carefully research the company that would be our partner in a project of this kind, in order to verify that they have an ethics, standards and practices that are similar to ours. In the case of Expansión of Mexico we have seen that. There’s a barter deal, expressed in a double-branded website, CNNenEspanolExpansion.com, with content that is generated by the group in Mexico and also leverages what is available from CNN en Español, CNN Money and other sources.” P&DH Do you think CNN en Español will have direct presence in the online market again?
“We are exploring the Internet arena in an important way, while we develop a plan to launch a robust site again”
Donna Mastrangelo, VP and senior executive producer, CNN en Español
“While it is true that at this time we don’t have a definite website with the CNN en Español brand, we do have an important presence in the Internet and mobile realms. We serve video to several clients, including portals such as Yahoo! We closed a deal with newspaper La Nación. Additionally, the reports in Spanish language are posted on CNN.com’s Spanish section. We also have agreements with a number of mobile telephony companies to which we provide video clips. We are exploring the Internet arena in an important way, while we develop a plan to launch a robust site again. We expect to develop a plan that
Luis Carlos Vélez, presenter and producer of Agenda ejecutiva and Glenda Umaña, anchor of Nuestro mundo
makes sense both commercially and operationally.” P&DH What opportunities does CNN en Español foresee digital television will bring? “CNN is in the process of a transition to digital, to HD. It started with our parent company, CNN USA. It will continue with CNN International, HeadlineNews and CNN en Español. We will be purchasing equipment and technology to adapt the content to HD and to take advantage of the quality that digital TV allows us.
Additionally, we are researching possible options to provide content
Luis Carlos Vélez, Patricia Janiot and Daniel Viotto, on the Voto 2008 set
for these channels or mini-channels that will be opening. In a case like ours, we must always find a way to do it without cannibalizing the current audience and business.” P&DH What plans are you consider-
ing for the next year? “During the next year we will be developing a franchise of sorts titled Foros presidenciales that we established in different Latin American countries in 2005. We completed the first one in Chile, and the model includes a co-production with one of our affiliate channels in certain countries. Next year there will be several
elections going on: Panama, El Salvador, Chile, Uruguay, where we hope to produce these forums, and also possibly in Honduras. There are also several initiatives in development with CNN in English to explore USA Hispanic topics; somewhat similar to the way we used the Black in America franchise to analyze topics of interest to the black race in the USA. We have completed reports in almost every country already and they have been well received. We will now be doing something similar focused on USA Latin topics.” Maribel Ramos-Weiner
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Danny Crowe
Luca Bentivoglio
LATV: Focusing on the top 25 markets “There is a great deal of interest from LATV affiliates around the country. We are continuing to look for affiliate partners. We do have some announcements that are pending about new affiliates in the top 25 markets,” points out Danny Crowe, CEO, LATV. The signal is launching new programming this season: “Like the rest of the channels out there, we are always in search of the successful formula. While our programming evolves, most of the signal’s main slots will still remain,” adds Luca Bentivoglio, VP of Programming, LATV.
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Premiering on LAPTV this coming season are: a new season of En concierto (six new concerts, including queen of reggaeton Ivy Queen, Tommy Torres, the Alexis y Fido duo, and Amandititita), a movie block dubbed L-Flik hosted by José Marcelino Ortiz, Nocturninos and Kiu –two shows purchased from Mexican programmer Multivisión, and half-hour show Video con huevos, which Bentivoglio says is “a very alternative show that the audience will love”.
Michael Schwimmer
María Pérez Brown
SíTV: An evolving network Following the designation this year of María Pérez Brown as senior VP of Programming, SíTV has been going through a programming overhaul. “We came out this year with a few changes. We are shooting everything in HD. We are fulfilling our mission of providing a wider range of genres to the audience, focusing less on music. I think we have differentiated ourselves very strongly this year and we will continue on to do so,” says SíTV CEO Michael Schwimmer. “From a management perspective, I think we have improved. We have created a platform that everybody can be proud of. From an advertising perspective, we continue to secure larger commitments not only from
existing advertisers, but also from new clients. Distribution continues to be a challenge, but we are making headways there,” explains Schwimmer. “The Development department has never been busier than now,” points out María Pérez Brown, who adds that one of their new programming strategies is to create branded nights. One example is Reality Night, created around current shows Model Latina and Jamming. New upcoming shows include a comedy contest show and a reality called Pandemonium about finding the ultimate fan. SíTV is also looking to develop more lifestyle programming.
Luis Villanueva
María Badillo
Semillitas: VVI seeks to sow in fertile soil
¡Sorpresa!: A peek into their new season
In early 2009, Venevision International (VVI) will launch their new programming offer in the US Hispanic market: Semillitas, a channel targeting pre-school children. “Programming in Spanish available for this segment of demographics is scarce and, in the best of cases, limited,” points out Luis Villanueva, president and CEO at VVI. “Demographic variables in this market are favorable, as it represents 27% of the US population and it is the fastest-growing ethnic group in the USA (including Caucasians).” He adds that, in light of these trends, the group sought relevant and entertaining content that could assist parents in their task of rearing and
entertaining the younger ones in a manner that is safe, educational and healthy. “Our grid includes a diversity of content from producers of children and educational programming in Latin America and Spain,” points out Villanueva. Additionally, VVI has created Somos TV, an independent company designed to serve the growing USA Hispanic population with first-class content and entertainment in the pay TV market. “Our mission is to identify opportunities and to develop concepts that respond to the unique needs of the Hispanic diversity in this country,” explains. Currently, Somos TV comprises VeneMovies and the new signal Semillitas.
Five-year old signal ¡Sorpresa! has several new shows lined up for this season, including animated series for pre-schoolers Bali (26x30min), acquired from Imira Entertainment; youth series Karkú (24x1hr), from TVN Chile; and Carl2 (26minx1hr), purchased from Portafolio Entertainment in Canada. “We also have several Halloween, Hispanic Heritage Month and Christmas specials this fourth quarter,” adds María Badillo, VP of Programming at ¡Sorpresa! Badillo says that they are producing specials for their Juega como un MLS pro in December and also working on the second edition of a shorts contest
Karkú
for the Hamptons Film Festival that will be wrapped up in a half-hour special scheduled to air on their Luz, cámara, ¡Sorpresa! slot. “The theme this year is associated with our tagline, “El mundo que imaginas” (“The world you imagine”), she pointed out. She stated that they continue to work very hard on expanding distribution of the signal, which now reaches more than one million subscribers: “We continue to be very aggressive in this area. We are the only 24/7 channel that reaches the 2 to 17-year old target,” Badillo concludes.
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Dermot McQuarrie
Leonardo Alvarado
FSE: Better ways to serve the Hispanic sports fan Alterna´TV: On the look for new business “At Fox Sports en Español (FSE) we are always examining what the Hispanic audience would like to see. We are very interested in La Liga española, which will come up for renewal in the next year or so. We evaluate through focus groups what it is that the audience wants. For example, Mexican soccer is very important to them. This year we have even more games. We also have increased the number of preview tools that we are putting there,” points out Dermot McQuarrie, senior VP and assistant general manager at Fox Sports International, who also serves as assistant general manager and senior VP of Production and Programming for Fox Sports Latin America and FSE.
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McQuarrie is responsible for the purchase of sports rights, the programming and production of Fox Soccer Channel in the USA and also oversees program scheduling for the Spanish language channels in the USA and Latin America. The executive commented on the development of the new Fox Sports en Español´s show Fox Impacto NFL. “We saw the need for a Hispanic NFL program. This program is a fast paced review and preview show, looking at the NFL from the Hispanic point of view, focusing on up and coming Hispanic players. We believe that our program requires to be done for Hispanics by Hispanics. It´s not just a Hispanic version of an Englishlanguage program targeting the Hispanic NFL fans,” he explains.
Alterna´TV will actively search new themed channels for the next year: “We are working mainly on themed channels. That will be our quest for 2009. We have already identified several channels –some are already out there, some are being put together. We want to conduct some research in regards to what would be more successful in the USA,” commented Alterna’TV general director Leonardo Alvarado. Alterna´TV is also considering the development of initiatives to satisfy the needs of the secondary channels that will become available with digital free TV in February 2009.
“This is an issue of content. We are focusing our planning on content and on what the business model will be. We soon have to come up with a firm proposal, because February 2009 is right around the corner. We are working full steam on that,” assures Alvarado. Alvarado adds that the company also wants to set a stake in HD: “We are looking at which channels already out there can begin to work with HD and which will be created as HD from the beginning.” He indicated that Planet X, the new channel that his group represents, carries some HD content already.
Carlos Barba
Xosé Manuel Barreira
CaribeVisión: Shaking things up After CaribeVisión became partners with Spanish network Telecinco, CaribeVisión introduced several changes to its programming grid and defined its marketing strategy. “I am not selling shows, I’m selling blocks. The spots rotate between 8 and 11pm, for example, and I call this La gran noche de CaribeVisión –which includes a comedy component with Aida, Señora del Destino at 9pm, Lola at 10pm, and late night show El show de Susana at 11pm,” says Carlos Barba, president and CEO of Programming at CaribeVisión. “This is different from placing a spot in a single show,” he adds. The rotating spot reaches different audiences, different demographics, which allows for a better-aggregated
audience when compared to the one spot in one show. “This is what is what I am creating with the changes in programming,” he adds. “Our programming is based on high quality international content. So we are working with Globo telenovelas and also with telenovelas from countries other than Brazil; short and not so short series from Mexico, Argentina and Chile; comedy shows such as Poné a Francella, from Argentina; and the great surprise is that our audience is loving the programming from Spain that we get through the Telecinco network,” says Xosé Manuel Barreira, general director of Content and executive VP at CaribeVisión.
Carlos Madrazo
TuTv: Sustained growth Carlos Madrazo, Chief Financial Officer (CFO) at TuTv believes that despite the economic crisis affecting the entire industry, his company benefits from the current market conditions, because they offer original content and marketing support to the pay-TV systems.
Madrazo explained that in regards to affiliates, the market conditions are favoring TuTv “because cable operators are being more selective in light of two things: they all have bandwidth limitations and there is greater conscience concerning programming costs.”
“Since our launch in 2003, TuTv has experienced substantial growth in advertising revenue stemming from channel viewership, the number of subscribers and the company’s experience but, as the rest of the industry, we have also seen a reduction in growth rate,” points out Madrazo.
“The signals that will be distributed are those that carry original programming, that lead their genre, that are relevant to the Hispanic market, that have proven successful in other markets, and that include strong marketing support,” concludes.
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Digital Media and Emerging Businesses: Managing synergies With a recently established Digital Media and Emerging Business division, Telemundo steps up to the challenge of strengthening the possible synergies among the Telemundo Communication Group properties, to the benefit of the audience and the advertisers. The goal of the new division under the leadership of Peter Blacker is to create solutions for all the platforms in the international, national and local markets
Since August 2008, Peter Blacker became executive VP of Digital Media and Emerging Business at Telemundo. The key word in the new division is synergies. Blacker draws the resources to head this new structure that seeks to offer custom branded entertainment options that work, using the experience he acquired as senior VP of Digital Media at the Telemundo Network group spearheading initiatives leading to the integration of content and new formats for online and mobile platforms. “One of the things that Jackie Hernández (Telemundo’s COO) has
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been trying to help us focus on since her arrival is to look for solutions that we can bring as the Telemundo Group to advertisers. This new division is really meant to unite all of our resources that have been going towards websites, local, national, and international markets, and to find ways to really be innovative and creative in bringing new solutions to the market,” said Blacker.
One roof
If the key word is synergies, the north for this new division is unity. To combine the local, national and
international businesses in a single action plan from the beginning of every project is its main objective. “We can now look at one business plan for everything we do and track it all the way through from the business we can get from it on the international level, on the national level, on the local level, on the cable side of the business —so we can appropriately put resources behind the areas that have the most amount of distribution,” explains Blacker. This is the work formula currently being applied, with a team in charge
Peter Blacker, Executive VP, Digital Media and Emerging Businesses, Telemundo
of detecting the potentials of the original programming participating in every new production, from reality shows to telenovelas.
First steps
Following this evolution of its structure, Telemundo is beginning to take the first steps toward the application of its synergies. Online, local TV and international TV content are being repurposed according to the interests of the audience and the advertisers. “One of the first things we are looking to do is to take some of our entertainment assets –previously
“Digital media can be confusing, so I think the more that we can talk one language from one Telemundo the more the clients would want to work with us”, PETER BLACKER
Jackie Hernández, COO Telemundo
Telemundo a la mano, Telemundo’s mobile information and entertainment platform
they were only available at Yahoo! Telemundo– and make them more available to the local stations’ websites, as well as increasing their availability on mobile,” points out Blacker.
with mobile news and information, so we programmed Telemundo a la mano and are now looking to extend that program, from being a local station program on the mobile phone into a national program.”
The idea is to take part of the entertainment content that is already available to the mobile area and offer it as an addition to the news offer that currently dominates the portals of their local channels, such as Telemundo51.com
Digital and not digital
“We were seeing that the local stations are doing some great things
The plan for the new division, which encompasses both digital and emerging business, is not only to take care of the important exchange of successful formats that can migrate from one platform to another. Also part of the equation is to consider content that was conceived locally
Gana mi casa was created by Telemundo’s Digital Media division for client GMC
or nationally in digital format, but can be commercialized internationally. “We are seeing some trends internationally in regards to premium subscriptions for digital products: People pay money to get special versions of different content, like alternative clips from a novela, or to be able to preview,” indicates Blacker. This is also being complemented with an expansion of formats and advertising platforms that Telemundo wants to offer to advertisers. “One of the things we are looking to do is to take concepts like Gana mi casa and
make them work both at the local level and at the international level. How will a concept that was created for GMC work in Latin America or in Spain? We will help find which elements might work in Latin America or in Spain and we will create a format. We are looking to work with digital formats the same way we work with TV formats.” Patricia Blanco
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The world’s largest Spanishlanguage Catholic network offers 24-hour programming from Latin America and Spain for the USA Hispanic market —programming that supports the values that are part of the proud history and traditions of the USA Hispanic community. EWTN Español features thought-provoking documentaries, music, drama, live talk shows, animated children’s shows, and special church events worldwide. In addition to EWTN Español, EWTN’s Spanish services include El Canal Católico, which reaches a Latin American audience, and EWTN Radio Católica Mundial, an AM/FM and shortwave service reaching Hispanic audiences worldwide. P+1-205-271-2900 F+1-205-271-2925 www.ewtn.com/spanish wcordova@ewtn.com
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www.produ.com
Michael P. Warsaw
Chris Wegemer
Michael joined the Network in 1991 and has held positions in television production, satellite operations and technical services. Under his leadership, EWTN has become the largest religious media network in the world. During his tenure, Warsaw was charged with creating the infrastructure for EWTN’s global television expansion, including the launch of EWTN Español, which has become the most popular and widely-distributed Catholic network in the Spanish-speaking world. Prior to joining EWTN, Mr. Warsaw was employed in nonprofit communications and media relations in Washington D.C.
Chris joined EWTN in 1990 and was promoted shortly thereafter to Vice President of Marketing, responsible for the Network’s global marketing and distribution. Wegemer, an experienced cable industry executive, has led the expansion of EWTN’s television audience —from 13 million homes, mostly in the U.S., to nearly 149 million homes, including affiliates in 140 countries and territories across every continent— as well as growing the reach of EWTN’s radio networks audience, from zero to over 269 million potential listeners worldwide.
President
VP of M arketing
Walter Cordova
National M arketing M anager, Spanish Networks Walter oversees national sales, promotions and brand placement for EWTN Español. Cordova’s successful 15-year career includes experience analyzing, planning and directing senior-level business deals in diverse industries, both domestically and internationally. His sales and marketing leadership, from creation of EWTN’s Spanish marketing strategy to developing affiliate marketing resources, has helped make EWTN Español one of the most widely distributed Spanish networks in the United States. Cordova, who is bilingual, holds a degree in Business Administration from the University of Maryland.
Enrique Duprat
D irector, H ispanic Production Enrique spent almost 20 years as an award-winning Creative Director, Art Director and Graphic Designer for advertising and marketing firms in Caracas (Venezuela), Chicago and Miami (Florida, USA) before coming to EWTN. He has created advertising campaigns for companies as diverse as Colgate Palmolive, Bellsouth, Florida Lottery and Ronald McDonald Children’s Charities. Today, he uses these talents to create religiousbased television shows, which have made EWTN Español the most popular and widely distributed Catholic network in the Spanish-speaking world.
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2008, O
César Español, Joan Higley and Bob Higley from TBN Networks
r l a n d o
Raúl de Quesada from Fox Sports International
Peter Schneider from NBC Universal
Jeff Abbas, president and CEO, National Cable Television Cooperative (NCTC)
Emily Dolber from Fox Cable Networks
Jorge Fiterre and Kortnie Boettcher from Condista
Victoria Holmes and Elizabeth Braiman from A&E Television Networks
Colleen Glynn from Olympusat
Samantha Brown and Tim Kelly from ¡Sorpresa!
Chris Cinnamon, from Cinammon-Mueller, counselor of the American Cable Association (ACA)
Elizabeth Dinner from Disney and Elizabeth Hoster, from ESPN Networks
Lisa Miller from NCTC
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A
z t e c a
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Karen Davis, Adrián Steckel and Harry Abraham-Castillo, from Azteca Networks, surround John de Armas from DirecTV
Fernando del Solar, host of Azteca´s Venga la alegría
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p r e s e n t s
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o s
A
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John de Armas from DirecTV with Renán Almendárez Coello “El Cucuy and Adrián Steckel from Azteca Networks
John de Armas from DirecTV with Eduardo Xol, presenter of ABC´s Extreme Makeover: Home Edition
Don Browne and Mrs. Browne from Telemundo with soccer comentator, Andrés Cantor
René Giraldo and Sammy Sadovnik
i n
i t s
t e a m
Harry Abraham-Castillo from Azteca Networks with José Cancela from Hispanic USA
Javier Alatorre, presenter of Hechos, with John de Armas from DirecTV and Adrián Steckel from Azteca Networks
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O
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Edgard López, Vanessa Hauc, Karim Mendiburu and Alejandro Blanco, presenters
Quique Usales, Azucena and Javier Cierco
c o v e r a g e
Yahir, actor from Azteca´s Bellezas indomables
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Jorge Hidalgo and Don Browne from Telemundo
The presenters Jean Carlos Canelo y Vanessa Hauc
For
Best
Results
EXPOSE Your
Film
Florida
to
the
Sun!
4t hAnnualFl or i daMedi aMar ketConf er ence Oct ober2225,2009 f l or i damedi amar ket . com