Posted by Elena del Valle on June 28, 2010
Victor Parada, vice president, Advertising Sales, Discovery Networks U.S. Hispanic Group
Photo: Discovery Networks
A podcast interview with Victor Parada, vice president, Advertising Sales, Discovery Networks U.S. Hispanic Group is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Victor discusses Discovery Familia with Elena del Valle, host of the HispanicMPR.com podcast.
Victor oversees sales for Discovery’s portfolio of Hispanic networks in the United States, Discovery en Español and Discovery Familia. He has led the portfolio’s strategy since 2005. Under his leadership, the portfolio has surpassed objectives and increased advertising revenue. Victor first joined Discovery in 1999 as account manager for Discovery Networks in Mexico. Two years later, he was promoted to account director and over time he was promoted to regional director of advertising sales for Discovery Networks Latin America/Iberia.
Prior to joining Discovery, Victor was an account executive at Galavision. He began his ad sales career as an account executive at American Radio, Inc. in Boston. He is a native of Mexico City and currently resides in Miami.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Victor Parada” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the June 2010 section of the podcast archive.
Posted by Elena del Valle on May 24, 2010
Rebecca E. Tellez-Higgins, director, Research Discovery Networks U.S. Hispanic Group
Photo: Discovery Networks
A podcast interview with Rebecca E. Tellez-Higgins, director, Research Discovery Networks U.S. Hispanic Group is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Rebecca discusses the Mi Mundo Es en Español study about Discovery en español viewers with Elena del Valle, host of the HispanicMPR.com podcast.
Rebecca is charged with providing insightful and actionable research strategies for all divisions of the Company. While at Discovery, she was a Cable Beacon award winner with the Discovery U.S. Hispanic’s group’s “Moving Forward,” an in-depth look at issues facing Hispanic’s today with interviews of 21 key Hispanic and non-Hispanic thought leaders. Most recently, she championed an extensive research study using varied techniques (quantitative, qualitative focus groups and ethnography) to communicate a comprehensive look at the Discovery en Español viewer. The study can be seen at mimundoes.com.
Prior to Discovery she was a web brand consultant for Liberty Mutual, estimated to be the eight largest insurer in the world. At Liberty Mutual, Rebecca was in charge of libertymutual.com. She and a team of designers relaunched the site and increased web traffic by over a 100 percent. In order to truly understand the user’s experience, she was responsible for the analysis of all site traffic which included measurement online (analysis of web logs, online surveys) and offline (focus groups, phone surveys and other field studies).
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Rebecca Tellez-Higgins” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the May 2010 section of the podcast archive.
Posted by Elena del Valle on March 4, 2010
Ivette Mendez-Kelly, vice president, Sales and Distribution, Olympusat
Photo: Olympusat
Tomorrow night, at 8 p.m. ET, TV Chile will launch a 24-hour telethon to raise what executives hope will be $27 million in funds to assist the victims of the 8.8-magnitude earthquake that struck Chile February 27, 2010. In the United States, TV Chile is available in select Cablevision, Charter, Comcast, Cox, Suddenlink, Time Warner Cable and Verizon FiOS markets.
TV Chile plans to telecast the marathon commercial-free with live performances from Don Francisco, a TV personality, singer Ricardo Montaner and Tito Bambino, a reggaeton musician. The funds are being designated to build 30,000 emergency homes and buy relief supplies for those affected by the earthquake.
“We are honored, on behalf of TV Chile, to be able to provide an international platform to reach a millions of potential donors in the U.S.,” said Ivette Mendez-Kelly, vice president of Sales and Distribution for Olympusat’s Hispanic networks, in a press release. “Our hearts go out to our brothers and sisters in Chile who have been impacted by this unprecedented natural disaster.”
The Bank of Chile will collect the funds for the project. Supporters include El Hogar de Cristo (Christ’s Home), Un Techo para Chile (A Home for Chile), and the Fundación para la Superación de la Pobreza (Foundation to Overcome Poverty) and its program Servicio País (Country Service).
TV Chile is a family-oriented general entertainment television channel with 18 hours a day of live programming for Spanish speaking Latinos distributed across five continents. The company is based in Chile and programming is distributed in the United States, where it has an audience of about 500,000, by Olympusat. Formed in 1999, Olympusat, Inc. owns, operates and distributes independent linear and video on demand digital networks.
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Posted by Elena del Valle on February 15, 2010
Fernando del Rincón, host, Mega News Nocturno
Photo: MegaTV
The nightly news on WSBS Mega TV has become popular among Spanish speaking men 25 to 54 years old in the Miami-Ft. Lauderdale area. According to a January 19, 2010 Nielsen Hispanic Station Index ranking, some 15,000 people watch Mega News Nocturno which airs Monday to Friday nights; making it the second most popular news program in Spanish in that metropolitan area between 10:30 p.m. and 11 p.m. after WAMI, the TeleFutura Network-owned station.
Mexico born and raised Fernando del Rincón anchors the 30-minute news program launched October 27, 2009, and a staff of 10 make the show, which focuses on international news analysis. Station representatives boast that it is the only and first interactive newscast using an internet platform, social networks and Skype.
Prior to joining Miami-based Mega TV, del Rincón was the host of Primer Impacto, an investigative news program, and Ver Para Creer, a Believe It or Not type of program, on Univision. According to a station biography, del Rincón started his communications, television and radio career when he was 16. In Mexico, he worked with Televisa Monterrey, a local newscast, and Reforma, a political magazine.
The Nielsen Hispanic Station Index (NHSI) estimates local viewing information for Spanish-language television stations in 16 large Hispanic markets. Spanish Broadcasting System, Inc., one of the largest publicly traded Hispanic-controlled media and entertainment companies in the United States, owns and operates 21 radio stations in Hispanic markets; it also owns and operates Mega TV in Miami, a television operation with over-the-air, cable and satellite distribution and affiliates in the U.S. and Puerto Rico.
“Moving Beyond Traditional Media Measurement: measuring conversations and social media” audio recording
Presenter Katie Delahaye Paine, founder, KDPaine & Partners
Find out about
- Issues affecting online public relationships today
- Testing relationships as part of a survey
- Measuring ethnic group relationships
- Measuring foreign language communications in a similar ways to English
- Biggest challenges measuring conversations and social media
- Measuring online relationships with little or no money
Click here for information on “Moving Beyond Traditional Media Measurement”
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Posted by Elena del Valle on December 18, 2009
A scene in Falling Awake
Photos, video: Mega Films, IFC Entertainment
IFC Entertainment and Spanish Broadcasting System (SBS) are partnering to promote Falling Awake, a new film due to be released January 2010. The marketing partnership will be between IFC Film, part of IFC Entertaiment, and Mega Films, the film division of SBS. Scroll down to watch a 60-second video clip of Falling Awake.
IFC Films is scheduled to release the new movie in late January in New York and Miami with a simultaneous release nationwide on demand while SBS is scheduled to promote the film with a multi-million dollar advertising and promotion campaign on the company’s television, radio and online outlets.
Jonathan Sehring, president, IFC Entertainment
“SBS and IFC together are a potent team and are ideal partners for the release of Falling Awake,” said Jonathan Sehring, president of IFC Entertainment, in a press release. “Our combined areas of expertise should ensure this terrific film finds the widest possible audience.”
Falling Awake, Mega Films’ first English-language production, stars Jenna Dewan (Step Up), Nicholas Gonzalez (Melrose Place) and Andrew Cisneros. The film was directed by Agustin (Gabriel, El Vacilon) and produced by Andrew Adelson. The executive producers were Steven Molasky, Dean Valentine, Brad Friedmutter and Raul Alarcon, (president, chief executive officer and chairman of SBS).
According to promotional materials, the movie sets out to illustrate the story of Jay (Andrew Cisneros), a young Latino musician in the Bronx who struggles to find his identity in a home crowded with family members and a neighborhood of loyal friends and dangerous enemies. His determination to find himself grows after he meets a beautiful Brooklynite, Alessandra (Jenna Dewan).
At the same time he is dealing with life issues like the loyalty he feels to his friends, his brother (Nicholas Gonzalez), who recently returned home from the war, and the expectations of his frustrated, angry father (Nestor Serrano). As Jay fights to break free of the cycles of anger and violence that grip his life, he finds that only love can give him a chance at happiness, and comes to a new understanding that helps him take the long, uncertain leap into his future.
Agustin, director, Falling Awake
“It is fantastic to have the opportunity to work with a company like IFC Films that understands the strength and reach of SBS and Mega Films within the 40 million strong U.S. Hispanic market. I think the coming together of our audiences is precisely what Falling Awake is about,” said Agustin.
Spanish Broadcasting System (SBS), is one of the largest publicly traded Hispanic-controlled media and entertainment companies in the United States. The company owns or operates 21 radio stations, Mega TV, and LaMusica.com.
IFC Entertainment consists of multiple brands devoted to bringing specialty films to IFC Films, IFC Festival Direct, IFC Productions, and the IFC Center. IFC Films is a distributor of independent films. Its day and date distribution model, IFC In Theaters, releases independent films simultaneously in theaters, on cable’s On Demand platform and through Pay-Per-View. IFC Entertainment’s companies are subsidiaries of Rainbow Media Holdings LLC which in turn is a subsidiary of Cablevision Systems Corporation.
Target Latinos effectively by understanding how they shop
“Hispanic Holiday Shopping Patterns” audio recording
Manuel Delgado, CEO Agua Marketing, gives a presentation and participates in an extended Q&A discussion about
- Hispanic shopping patterns national survey
- Why Latino consumers may be more desirable than general market shoppers
- Hispanics holiday shopping patterns and behaviors
Click here for information on “Hispanic Holiday Shopping Patterns” audio recording
Posted by Elena del Valle on October 19, 2009
Julio Chavez, Cecilia Roth and a victim in Epitafios
Photo, video: courtesy HBO
When the second season of Epitafios, an HBO Latino and HBO2 suspense series in Spanish, began last month detectives Renzo Marquez (Julio Chávez) and Marina Segal (Cecilia Roth) were tracking another killer. This one replicates previous slayings as if they were works of art and photographs the crimes for posterity. Scroll down to watch a short video of Epitafios.
The 13-episode second season, written by twin brothers Walter Slavich and Marcelo Slavich, is scheduled to air Fridays at 10 p.m. ET/PT on HBO Latino and Tuesdays, at the same time, on HBO2 with English subtitles. The series will also be available on HBO On Demand in Spanish with English subtitles.
Cast members for the series, filmed Buenos Aires, Argentina, include: Julio Chávez as Renzo Márquez; Cecilia Roth as Marina Segal; Leonardo Sbaraglia as the murderer; Daniel Fanego as Mazzoni; Alejandro Awada as XL; Natalia Lobo as Gabriela Friedman; Villanueva Cosse as Marcos Márquez; Nahuel Perez Biscayart as Pablo; and Carlos Belloso as Díaz.
In 2005, a 13-episode season of Epitafios first aired on HBO Latino in the United States. In 2006, the series had its HBO Signature debut with English subtitles. The series is described as HBO Latin America’s first fictional dramatic series written and filmed in Latin America, by Latin Americans, and for the Latin American audience. A suspense story inside a love story, the Spanish-language series made its TV premiere on HBO Latin America in 2004.
Also filmed in Buenos Aires, the first season followed the cat-and-mouse game between a morose police detective (Julio Chávez) who was looking for a reason to live and a psychotic serial killer (Antonio Birabent) who was bent on revenge.
HBO Latino is a dedicated Spanish-language premium channel targeting Spanish speaking Latinos in the United States. The channel features U.S. premieres of Spanish-language series, music videos, original short-form programming, films, and documentaries from North America, Latin America and Spain. HBO Latino also shows Hollywood movies, HBO boxing and HBO original programming from the network’s main channel in Spanish.
Posted by Elena del Valle on October 14, 2009
7 Mujeres
Photos: WSBS
In the past, Mega TV, owned by SBS Broadcasting, has offered its Spanish language dominant audience Brazilian programming with success (see WSBS airs Brazilian telenovela) so once again the company will air a made-in-Brazil serialized program. Beginning at 6 p.m. EST and 7 p.m. PST September 21, Mega TV started airing a new Brazilian soap opera, 7 Mujeres based on the romantic novel written by Leticia Wierzchowski by the same title.
The serialized program takes place in the 19th century in southern Brazil, in a town where people, enraged by forced ideals, fight for liberty against the dominion of an empire. One of the central characters is Bento Gonçalves, one of the leaders of the revolution who is married to Uruguayan Caetana. The war has forced Caetana and her daughter, Perpétua, with her three children, and María who is Bento’s younger sister and her three daughters, Rosario, Manuela and Mariana to take refuge.
Cast of 7 Mujeres
The women are joined by Ana Joaquina, Bento’s carefree and spiritual sister, and the owner of the place where they must remain in confinement for many years. These seven women play fundamental roles during the war as they are able to uphold their social structure at the cost of their physical and mental integrity.
Anita and Giuseppe
7 Mujeres will air on Mega TV Channel 22, Channel 57 in West Palm Beach, Channel 32 in Las Vegas, Channel 28.2 in Orlando, Channel 36.2 in Tampa, Florida and Channel 405 on DirecTV Más in the rest of the country.
Spanish Broadcasting System, Inc. is one of the largest publicly traded Hispanic-controlled media and entertainment companies in the United States. SBS owns and operates 20 radio stations located in Hispanic markets such as New York, Los Angeles, Miami, Chicago, San Francisco and Puerto Rico. The Company also owns and operates Mega TV in Miami.
Posted by Elena del Valle on October 5, 2009
Bruno Ascenzo (“Alonso”), Gisela Ponce de Leon (“Mirkala”), Jason Day (“Sebastian”) and Carolina Cano (“Viviana”) of Esta Sociedad
Photo: Lucia Arana, Zul Studios
Last month mun2 (moon-dos), a bilingual cable network, began airing Esta Sociedad (Spanish for This Society) nationally Thursday nights, beginning September 10, at 10 p.m. ET/PT. The Spanish language a 17-episode series will be subtitled in English and air weekly through December. Repeat episodes will air Tuesdays at 8 p.m. ET/PT. The network portal, holamun2.com, will stream full episodes with English subtitles.
According to promotional materials, Esta Sociedad has been a success in Latin America, particularly among young adults. The series showcases two families in Lima, Peru who deal with issues of interest to youth including sexuality, addiction and fitting in society.
The series features Jason Day (Mancora 2008) and Gisela Ponce de Leon in the role of the new girl in town. She is outspoken and follows her heart although she finds herself among wealthy and the privileged strangers.
“This acquisition will be a great fit for mun2’s slate of original programming as we’ve seen our audience asking for more of this edgy, scripted material,” said Flavio Morales, vice president, Programming for mun2.
Esta Sociedad was produced by Timeline Producciones in Lima, Peru. The bilingual youth oriented network has purchased other foreign programs in the past including El Cartel, which began airing three nights a week this summer, and Sin Senos No Hay Paraiso, which aired earlier this year. Twenty-five percent of the network’s programming is in Spanish with English subtitles, according to a company representative.
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
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Posted by Elena del Valle on September 23, 2009
Time Warner Cable El Paquetazo board - click to enlarge
Photo: Gotham, Inc.
Earlier this year, the cable operator hired Gotham Inc., a New York-based advertising firm, to spread the word about the launch of El Paquetazo, is new bilingual entertainment brand, to bilingual families in New York. El Paquetazo was launched in Los Angeles first. Gotham relied on broadcast, radio, and grassroots community-driven efforts with the tag line I am La Mezcla (Spanish for I am the mix), to introduce the brand in the Big Apple.
“El Paquetazo is unique as it an entertainment package built from the ground up for the Latino American consumer. Blending Spanish and English entertainment seamlessly much like the community itself moves seamlessly between Spanish and English creating its own unique mix,” said Peter McGuinness, chief executive officer of Gotham, in a press release.
El Paquetazo is a package of 140 of the Spanish and English language channels, including news, comedy, sports, music and family as well as channels from Colombia, Mexico and Puerto Rico. No further information was available according to a company representative.
Gotham, a 160-employee company, provides communication services for clients in fashion and beauty, retail, healthcare, financial services, and packaged goods such as: Lindt, Fresh Direct, Yellowbook.com, Sony Ericsson, Bausch & Lomb, Maybelline, Remington, RSM McGladrey and Newman’s Own. The Time Warner mission according to the company website is to “Connect people and businesses with information, entertainment and each other. Give customers control in ways that are simple and easy.”
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
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• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
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Posted by Elena del Valle on September 21, 2009
Luis Silberwasser, SVP and GM, Discovery Networks U.S. Hispanic Group
Photo, video: Discovery en Español
Discovery en Español will celebrate Hispanic Heritage Month 2009 with four original productions scheduled to begin airing September 20 and continue every Sunday night at 9 pm E/P during Hispanic Heritage Month (traditionally celebrated September 15 to October 15 see Getting Ready for Hispanic Heritage Month). The theme for this year is the optimism, determination, perseverance and courage of Hispanics to survive and conquer adversity. Scroll down to watch a Discovery en español video in Spanish about the 2009 Hispanic Heritage Month campaign.
The programs will explore the pilgrimage that transformed the lives of field workers and gave rise to César Chávez, a well known Latino leader, in La Marcha de las Uvas. Un Continente Tiembla, Vivir Para Contarlo, and Atrapados, focus on the fighting spirit of Latinos and their a shared drive and aspirations.
“During Hispanic Heritage Month, we look to offer our audience programming that is objective, enriching, and relevant. This Hispanic Heritage Month Discovery en Español will celebrate Hispanics, not only through original programming, but also via a national sweepstakes that will offer one lucky winner the chance to get a head start and to make his or her dreams come true,” said Luis Silberwasser, senior vice president and general manager of Discovery Networks U.S. Hispanic Group.
La Marcha de las Uvas, scheduled to air Sunday, September 20 at 9 p.m. is a one-hour special about Hispanic farm workers’ fight for equality in March of 1966 in Delano’s Fields, California. At that time, 70 grape pickers left the field to protest accompanied by the banner of the Virgin of Guadalupe and led by a humble farmer. The march culminated 25 days later, in Sacramento, with 10,000 people. The program name means The March of the Grapes in Spanish. The production required nine months and was filmed mostly in Delano and Sacramento, California by Eye Works/Cuatro Cabezas under the supervision of Michela Giorelli, director of production and development, Discovery en español.
Un Continente Tiembla, scheduled to air the following Sunday at the same time is a documentary about some of the worst natural disasters of Latin America. The goal of the program is to capture the spirit of survival of that region’s inhabitants. Using archival footage and dramatizations the producers showcase people’s resourcefulness when dealing with earthquakes and volcanic eruptions in Venezuela, Colombia, Peru, Guatemala, El Salvador, Mexico and Chile.
Atrapados airs the first Sunday in October and shares the story of 65 miners who died after an explosion at a coal mine in Mexico. The producers address the dangers of mining, what they believe may be one of the world’s most dangerous industries. The human story of the Mexican disaster is the central theme of the program which examines what happened at the Pasta de Conchos mine in Coahuila; how the trapped miners were cut off behind caved-in roofs with insufficient oxygen, and how and why the rescue workers, even after days of courageous efforts, were unable to reach them in time.
A series of six episodes,Vivir para Contarlo, is scheduled to begin airing Sunday, October 11) at 9 p.m. It is about some of the most terrible tragedies in Latin America, from the view point of the survivors, the rescue teams and the journalists who covered them. Each of the episodes will cover one particular tragedy, mixing archival footage, interviews, where-are-they-now sequences and dramatization. The series begins with Avalancha, Spanish for Avalanche, and runs every Thursday starting on October 29.
Starting on September 15, the Spanish language network will invite viewers to participate in its national Dreams come True initiative, which incorporates a sweepstakes and a virtual online share at discoveryenespanol.com. On the website visitors are in invited to exchange stories of aspiration and triumph via video and photo uploads.
Executives hope to receive submissions online that illustrate the dreams and achievements of Hispanics in the United States. They also anticipate 8 million impressions. Visitors can register for a chance to win a $5,000 cash prize towards a dream of their choice by calling 1.877.345.GANA or visiting the network’s website before midnight on October 15, 2009.
Discovery en Español, the Spanish-language voice of Discovery, offers Spanish speaking viewers in the United States science and technology, world culture and history, nature and wildlife and real-life drama from a selection of the Discovery networks and in house original Spanish-language content.
