Category Archives: Uncategorized

ISSAC LEE RESIGNS AS UNIVISION CONTENT HEAD

In December 2010,  Univision Communications made the bold move by turning to an individual with a background in Hispanic and Latin American trade publications to take over leadership of its news operations.

The appointment of Isaac Lee as President of News for the Univision Network eventually led Lee to ascend to the role of Chief Content Officer of Univision Communications.

With declining ratings and Univision’s poor financial state grabbing headlines of late, Lee emerged as a central figure among those seeking to put a finger on why Univision now lags Telemundo at both 9pm and 10pm weeknights.

Lee on Tuesday (7/17) became the latest victim of Univision’s woes, tendering his resignation.

In a press release, Univision said the move was done following his “successful completion” of a mandate to align the content operations of both Univision and its longtime Mexican partner, Televisa.

Under Lee, the first-ever global pilot season in Spanish-language television for Mexico and the U.S. was initiated.

But, Lee was a central figure overseeing not only Univision News and Univision Digital, but also all content including The Root, The Onion and Gizmodo Media before ascending to the joint role as UCI and Televisa in January 2017.

That connection to Gizmodo and The Onion may have come back to haunt Lee. As Radio + Television Business Report reported July 10, Gizmodo and The Onion are on the block. There was no mention of Fusion, the English-language entity that was originally launched in partnership with The Walt Disney Company.

The GMG digital portfolio includes Gizmodo, Jezebel, Deadspin, Lifehacker, Splinter, The Root, Kotaku, Earther and Jalopnik; The Onion portfolio includes Clickhole, The A.V. Club and The Takeout.

Daniel Coronell, who succeeded Lee as President of News, continues in that role.

UCI Chairman Haim Saban thanked Lee for leading Univision’s content team “with integrity and courage and helping elevate and position Univision in mainstream American media. He understood the relevance that Univision has for Hispanic America and served the audience well. Isaac has vision and knows how to execute. I wish him well and expect more exciting things from him in the future.”

Lee’s accomplishments at Univision also include the creation of the Los Angeles-based content development and production hub Story House Entertainment, which developed three seasons of the series “El Chapo,” co-produced with Netflix; and the documentary “Science Fair,” which won Sundance’s Audience Award in 2018. A new drama, “Tijuana,” set in the Mexican border town, is in production. Two additional docu-series, “Murder Mountain” and “Who Killed Malcolm X,” also co-produced with Netflix, are in production.

What is Lee’s next destination? Univision notes that he will start his own production company.

“I want to thank my extraordinarily talented and hard-working colleagues at Univision, as well as Haim and the entire Board, for all the support I have received in my nearly eight years at UCI,” Lee said.

Lee emerged as a possible leader at Univision in the mid-2000s, as Chairman and Editor-in-Chief of PODER Magazine. His resume includes roles at Zoom Media Group and as the editor of Semana magazine in Colombia in the late 1990s.

His biography can be found here.


MORE FROM RBR+TVBR:

Univision’s New Commander: A Former Media General?

Speculation is rampant that Univision Communications is finalizing a formal announcement that a former LIN Media CEO who then stewarded Media General’s merger with Nexstar has been given the CEO role at the fiscally challenged Hispanic media company. This individual also spent a decade as CFO of Telemundo and is presently on WAPA parent’s board of directors.

Univision’s ‘Multi-Year Transformation’ Not Free Of Layoffs

Flights from nearby Miami International Airport aren’t the only thing around here taking off. It appears upward of 150 people are also taking flight, for good, from Univision Communications.  It’s the second, and deeper, round of job cuts at the Hispanic and millennial-focused company in eight weeks. The company explains it is part of its “multi-year transformation initiative.”

Telemundo Captures Copa América Rights In U.S.

Telemundo Deportes, the exclusive Spanish-language home of the 2018 FIFA World Cup Russia™, announced today it is adding to its world-class sports content portfolio the exclusive Spanish-language U.S. media rights to the 2019 Copa America to be held in Brazil.

The 2019 Copa America will be the 46th edition of the quadrennial international men’s soccer championship organized by South America’s soccer ruling body CONMEBOL. Copa America is the oldest international continental soccer competition and it determines the continental champion of South America.

“We are extremely pleased to join forces with CONMEBOL and the Copa America tournament,” said Ray Warren, President, Telemundo Deportes. “It is a world class event and perfectly aligns with our approach to partner with owners of the biggest and best global sporting events to bring them to our Spanish-language audience in the U.S.”

“We are delighted with Telemundo’s recent acquisition of media rights for our most prestigious and oldest Cup of national football teams. This partnership will ensure that all Spanish-speaking football lovers in the U.S. territory will enjoy the Copa America 2019,”  said Alejandro Dominguez, President, CONMEBOL.

The winner of the 12-team tournament will earn the right to compete for the 2021 FIFA Confederations Cup. Chile will be the defending champions and other participating countries include Argentina, Bolivia, Brazil, Colombia, Ecuador, Paraguay, Peru, Uruguay, Venezuela and invited teams from Japan and Qatar.

Telemundo Deportes is the exclusive Spanish-language home of the 2018 FIFA World Cup Russia™, offering more than 1,500 hours of World Cup coverage from Russia across all platforms, including the live streaming of all 64 World Cup Russia games. Having recently completed the Group Stage, Telemundo Deportes’ broadcast of the 2018 FIFA World Cup has reached more than 30 million viewers and positioned Telemundo as the #1 Spanish Language TV Networks in Total Day since the beginning of the tournament. To date, Telemundo Deportes’ Digital World Cup presentation has accounted for the four most livestreamed events in Spanish-language history and has streamed more than 1.6 billion minutes.

Telemundo Deportes, one of the leading providers of sports content in Spanish in the United States, is home to two of the world’s most popular sporting events: the FIFA World Cup™ through 2026 and the Summer Olympic Games through 2032. In addition, Telemundo Deportes broadcasts the Premier League and FIFA World Cup™ CONCACAF qualifying matches for most of the region, including the Mexico and USA national teams’ away matches. Telemundo Deportes is also home to “Titulares y Más,” the #1 sports news, entertainment and commentary show in Spanish and “Boxeo Telemundo Ford,” the #1 boxing program in Spanish, among other recognized sports properties.

The South American Football Confederation (CONMEBOL) is the continental governing body of football associations in South America and one of FIFA’s six continental confederations. The oldest continental confederation in the world, its headquarters is located in Luque, Paraguay, near Asunción. Founded on July 9, 1916, in Buenos Aires, it is comprised of ten-member countries: Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay and Venezuela. The confederation is responsible for the development, organization and governance of South American football’s major tournaments. CONMEBOL national teams have won nine FIFA World Cups and clubs have won 22 Intercontinental Cups and four FIFA Club World Cups.

MP & Silva served as CONMEBOL’s exclusive consultant for Copa America.

UPFRONT SEASON DIGITAL DOLLARS COULD JUMP BY NEARLY 50%

Some 82% of marketers expect to increase their digital spend as a percentage of their total advertising budget.

Further, nearly 80% of marketers plan to increase their investment in analytics or attribution solutions in the next 12 months.

Those are some of the key findings from the Nielsen CMO Report 2018, the first in an annual series of CMO reports by the audience measurement company.

The research, based on in-depth U.S.-based CMO interviews and extensive survey data, made it clear that it’s not more data that marketers are looking for, rather better insight.  Only 25% of marketers reported being highly confident in their ability to accurately measure return on investment (ROI). 

Across nearly all business verticals, marketers reported large shifts in how they evaluate, measure and budget across media channels. 
They also revealed how important digital media has become to their overall marketing efforts.

  • Eighty-two percent of marketers expect to increase their digital media spend as a percentage of their total advertising budget in the next twelve-months (by an average of +49%)
  • Search and social media were ranked the most important digital channels by over 73% of participants
  • The proof of digital media effectiveness, however, remains unclear; only 26% of marketers surveyed were highly confident in their ability to accurately quantify digital media ROI

While respondents didn’t – in general – rank traditional media as highly as digital, they made it clear that traditional channels remain critical to brand building and its associated top-of-funnel marketing metrics including brand awareness, recall and favorability. 

  • Less than a third of respondents expect an increase in traditional media budgets over the next 12 months
  • Television continues to hold its own as the most important traditional media channel by over 51% of participating companies;  30% of respondents ranked TV as extremely important to their marketing strategy
  • Proving ROI remains a challenge for traditional media as well;  Only 23% of marketers were highly confident in measuring traditional media ROI

The report demonstrated that brand advertisers are increasingly organizing themselves in more channel-agnostic ways with customers at the center of their strategy. Four years ago that was not the case for over 70% of companies.  Now nearly as many marketers (62%) reported being organized in a way that supports an omnichannel approach with unified reporting structures and revenue goals.  Challenges with omnichannel marketing execution persist, however, as only a quarter of brand advertisers are highly confident in their current marketing technology.  Respondents reported a need for an easier approach to marketing technology that better integrates multi-channel consumer data and insights in one place.

“We conducted the research for the Nielsen CMO Report 2018 with one central goal, to give voice to brand advertisers who are facing some of the most daunting challenges of their organizations,” said Eric Solomon, SVP of Product Marketing and Strategy at Nielsen.  “What we heard was that despite the prevalence of new advertising and promotional channels and significant investments in data and technology, marketers are still struggling to generate and prove sales results in an increasingly omnichannel world.”


Download a copy of The Nielsen CMO Report 2018 here

Moncada-led MLC To Rep ‘Chiquibaby’

MLC Media Services on July 1 will assume responsibilities for all on-air network sales and radio station affiliation of the nationally syndicated Spanish-language program “El Show de Chiquibaby” in the U.S.

The program, hosted by Stephanie “Chiquibaby” Himonidis, is currently airing in 32 radio markets.  She is also host of the Telemundo show Acceso Total, which airs in more than 12 U.S. markets. This summer she will be traveling to Russia for the 2018 FIFA World Cup to be part of the “Un Nuevo Día” morning show team.

She will also host her daily radio program and share her experiences from Russia on social media.

Chiquibaby has been a host on stations serving Hispanics owned by CBS Radio, Univision and SBS.

“Adding Stephanie’s Show to our list of Spanish-language syndicated programs is a strategy that will help us deliver relevant premium content to our station partners and advertisers,” said MLC Media Services CEO Carlos Moncada. “We are thrilled to welcome such amazing and verse talent that reaches fans across television, radio and social media.”

Hispanic Market Overview 2018: Now Available For Free Download

The Adam R Jacobson Consultancy, in association with HispanicAd.com, is proud to announce the release of the annual Hispanic Market Overview state-of-the-industry report.

The Hispanic marketing and advertising industry’s annual State of the Industry report, Hispanic Market Overview includes insight and observations from such key players as:

  • Alex López Negrete, López Negrete Communications
  • Isaac Mizrahi, Culture Marketing Council (CMC) and ALMA
  • Gaby Alcántara-Diaz, Semilla
  • Larissa Acosta, Wells Fargo Bank
  • Fernando Fernández, D’Expósito & Partners
  • Stacie deArmas, Nielsen

Thanks to our partners, this report is available via free download:

http://reports.hispanicad.com/reports/HMO-2018/mobile/index.html

SPECIAL THANKS TO:

PRESENTING SPONSOR
López Negrete Communcations

ADVERTISING PARTNERS
Pandora
Infusion by Castells
d expósito & partners
Telemundo

 

 

GOODBYE YELLOW BRICK ROAD?

By Adam R Jacobson

A decade ago, there was an attempt by an editor at a now-defunct trade publication focused on Hispanic marketing and advertising to start a tough conversation about the industry’s next 10-20 years.

Always the futurist, trends and observations were gathered. Pen was put to paper, and then fingers to keyboard. From 2010 through today, nine Hispanic Market Overview reports have been produced – each with a unique and informative encapsulation of where the U.S. Hispanic market is heading. At the same time, the Hispanic Market Overview reports have served as a “primer” for what was once termed the “Hispanic Chief Marketing Officer.”

Yet, no one wanted to address the changes we long saw coming. In 2010, there was concern that the U.S. Hispanic marketing and advertising universe was ripe for contraction. We even suggested that, come 2030, the U.S. Hispanic market would be very similar to the African American marketplace of 2010 — fully integrated and “total market” in scope, with a handful of media brands specifically targeting this consumer group.

We were assailed for such a suggestion. Hispanics are different, we were told again and again. They continue to embrace their culture.

BINGO. That statement, more than any other statement we’ve heard from Hispanic marketing pioneers to today’s most active agency leaders, speaks volumes of the rapid change taking place in Hispanic marketing and advertising.

Of course, there are major changes taking place for all advertising shops – not just those that have identified themselves as “Hispanic agencies” or specialists until now. Programmatic is, for better or for worse, a reality brand managers and Hispanic shops must work with, not against. Data-driven analytics are driving more campaigns than ever before. Efficiencies are a budget must, but as demonstrated by Wells Fargo Bank in a newly launched campaign we discuss in this year’s edition, don’t have to be simple transcreations.

Why? Because, it is all about cultural relevancy.

But … to what extent? The release of the 2018 Hispanic Market Overview comes concurrent to the first-ever Culture Marketing Council annual conference, taking place June 4-6 in Los Angeles.

For those who aren’t in the know, it’s not the first-ever conference for this group, but the first-ever conference for a group that just changed its name from ahaa, founded as the “Association of Hispanic Advertising Agencies.”

The name-change is a case study in how the U.S. Hispanic market is an amoeba, shifting shapes in an ever-evolving manner that requires intelligence from experts. That’s where CMC members, and others that have been highly active “Hispanic” marketing and advertising pros, come in.

Alex López Negrete has carved his teeth on highly successful Hispanic market efforts for some of the world’s biggest brands. Yet, the biggest news coming out of his Houston-based agency involves a campaign created for the Middle East, with spots in Arabic.

Is this indicative of where the U.S. Hispanic advertising and marketing industry needs to go?

Maybe for some, maybe not for others. Gaby Alcántara-Diaz has become the go-to expert on how to reach the upscale Latino consumer. Heritage shops such as D Expósito & Partners and longtime industry leaders including Liz Castells and Isaac Mizrahi continue to focus nearly all of their efforts on Hispanic ROI solutions for their clients.

And, it’s not like brands who have been actively targeting Hispanic consumers are suddenly ceasing that activity. Instead, it’s the same old song: Categories ripe for growth that have been ripe for growth for nearly a decade, combined with “total market” challenges that have led to lower returns resulting from taking the Cheap Channel, rather than the ROI River.

There are many idea generators when it comes time to produce this annual report. But, we never thought one of those would be the classic Elton John album Goodbye Yellow Brick Road.

The four-side opus, released in 1973, opens with a two-song medley titled “Love Lies Bleeding/Funeral For A Friend.” The lyrics include the following line:

Oh it doesn’t seem a year ago
To this very day
You said I’m sorry honey
If I don’t change the pace
I can’t face another day

While playing this album, on the record player, those lyrics struck us. One year ago we fretted that the death of Hispanic marketing and advertising was upon us. Ernest Bromley is retired; his shop shuttered. Great voices of the past, such as Carl Kravetz, have been dimmed. The Smithsonian Institution has a museum exhibit now dedicated to what was, what had been just outstanding – and now a part of the American past.

Yes, we’re holding a funeral for ahaa, and we’re still very concerned about the future of “Hispanic” marketing and advertising. But, we’re not mourning the death of the U.S. Hispanic market in any way, shape or form.

Rather, we are rededicating our passion and commitment to telling marketers and advertisers why the U.S. Hispanic consumer is – and will continue to be – an integral part of the diversity and culture-minded efforts that are now reshaping the ways companies communicate with consumers.

From Target EVP/CMO Rick Gomez to Comcast VP/Multicultural Communications José Velez-Silva, the embrace of culture marketing will do much to guarantee the continued importance of Hispanic-specific outreach.

Until mid-May, we at Hispanic Market Overview weren’t convinced. We asked Mizrahi and Mr. López-Negrete what they thought of the rebranding of ahaa to CMC, because we weren’t so sure removing “Hispanic” from the name of an organization focused on the U.S. Hispanic market was such a smart idea.

On Memorial Day, a visit to Pearl Harbor was made, with the afternoon spend enjoying the famous Waikiki Beach and Diamond Head State Monument. It was a great lesson in culture marketing. Everywhere we looked, there were Japanese tourists and residents rubbing elbows; signage and ads included Japanese messaging, while Hawaiian Airlines offers an in-flight magazine all in Japanese. There are also Filipinos, and native Hawaiians that are increasingly using the Hawaiian language. All converged that evening for a 20th annual Lantern Floating Hawaii ceremony to remember relatives, friends and fallen service members. More than 30,000 people attended the event, televised live on Raycom-owned broadcast stations serving the Hawaiian islands. It was a truly multiethnic event that, while somber, demonstrated the power of inclusion, creativity and community.

Creativity, community, and culture are the focal points of the 2018 CMC Annual Conference.

Hispanic Market Overview takes it one step further, by showing how evolving, imagining and inspiring can yield continued growth and extend the life of an industry that’s changing every day. But, these metamorphoses are welcomed and far from a harbinger of death.

That 45-year-old Elton John album concludes with a masterpiece of a song called “Harmony.” After mourning the loss of Marilyn Monroe and pounding the way through “Saturday Night’s Alright For Fighting,” John sings:

Harmony and me, we’re pretty good company
Looking for an island in our boat upon the sea

It was a great image to put into perspective where we’re collectively heading. The yellow brick road extends far for the U.S. Hispanic marketer and advertiser, and involves a journey that may include some not-so-smooth navigation. But, with the perfect harmony of cultural wisdom and resonant messaging, the future looks to be a bright one.

HMO

 

 

Longtime Telemundo Exec Captures ‘Combate’ Title

A Mixed Martial Arts (MMA) sports and multimedia entertainment company finding success by targeting Hispanics has turned to a media industry veteran and former Telemundo executive to serve as its new President.
Taking the role at Combate Americas is Jacqueline Hernandez. She will be based in New York and reports to founder and CEO Campbell McLaren.
“Jackie is well-positioned to take Combate Americas into a rapidly changing media landscape,” McLaren said. “She is the undisputed champion of Hispanic millennials and Gen- Z marketing. Her leadership skills are world-class. It is a true honor to welcome her into La Jaula.”
Hernandez, working in tandem with McLaren, will oversee the entire business apparatus and P&L of Combate Americas. She will be responsible for driving the company’s continued global expansion, expanding multi-platform distribution channels and geographic regions for the company’s growth plan, negotiating media rights and developing a world-class MMA Sports & Entertainment enterprise and brand name.
“The intersection of cultures and new identities around the world – including the U.S. – has propelled today’s young generations to be rule breakers, culture benders and trendsetters,” Hernandez said. “I’m excited and honored to join Campbell and the Combate Americas team because we are committed to ensuring new generations see themselves reflected in its fandom. Our audiences and the heroes who bring our franchise to life are the spirit of Combate.”
Hernandez has held the roles of Chief Marketing Officer of NBCUniversal Hispanic Enterprises; Chief Operating Officer of Telemundo Enterprises; and Publisher of People en Español and Teen People.
Most recently, Hernandez was President and Founder of the strategic consulting firm, The M²Z Group, where she took on Combate Americas as her first client.
Handling PR for Combate Americas is Michelle Alban, the former VP/Corporate Communications and Public Affairs for NBCUniversal Telemundo Enterprises.  Alban now serves as CEO of Lima Charlie Communications, her own Lighthouse Point, Fla., based PR shop.

Local Sports Talent Heads To Russia For Telemundo

A team of local station journalists from Telemundo O&Os in six top Hispanic DMAs are packing their bags, grabbing their passports, and practicing how to say Доброе утро just right.

Talent from Telemundo Station Group stations in Los Angeles, Miami, Houston, Chicago, Dallas-Fort Worth, and the Rio Grande Valley are flying to Russia along with talent from Telemundo’s national news bureaus in Washington, D.C. and Miami to cover the 2018 FIFA World Cup.

A total of 12 sports and news anchors, photographers and producers are making the trip, making it the largest Telemundo junket ever to cover an international sporting event.

Telemundo Station Group President Manuel Martinez said, “Thanks to the innovations we have made to our station’s digital and mobile products, we’re excited to bring the World Cup excitement to soccer fans everywhere through our multi-platform coverage. Whether you’re at home watching the games on your TV or a livestream of the matches on our station apps during your commute, our stations will help fans everywhere feel like they’re in Russia living every World Cup moment.”

Special local shows and segments like “Acceso Rusia” (Russia Access), “Hoy En Rusia” (Today in Russia), and “Recorriendo Rusia” (Traveling Through Russia) will be produced for Telemundo’s stations from Russia.

This will be complimented with distinctive local digital content like interactive games, score cards and the ability to watch live games from Telemundo owned station apps.

“Working closely with our partners at the Telemundo Station Group, Telemundo Deportes will provide the most complete and authentic coverage of the World Cup in Spanish language exclusively,” said Telemundo Deportes President Ray Warren. “We hope our viewers will join us for the entire journey from June 14 through the Final game on July 15.

The station group’s on-air team includes WSNS sports anchor Rodrigo Arana, WSCV news anchor Adriana Delgado, KXTX sports anchor Erik Mora, KVEA sports anchor Alejandro Navarro and KTMD sports anchor Ubaldo Martinez.

The 2018 FIFA World Cup Russia will take place from June 14 to July 15, 2018.


Follow the Telemundo Station Group’s on-air anchor team as they report from the 2018 World Cup @AranaRoa@ADelgadoT51@ErikMoraTV,@AnavarroT52, and @UbaldoKTMD.

ESPN Deportes Snags U.S. Rights To Super Bowl LII

The National Football League and CBS have reached an agreement with ESPN Deportes to televise Super Bowl LIII in Spanish.

This is the second Super Bowl telecast for ESPN Deportes and comes on Sunday, Feb. 3, 2019 at 6pm Eastern, live from Mercedes-Benz Stadium in Atlanta. In 2016, ESPN Deportes televised Super Bowl 50.

The big score adds to the network’s presentation of weekly Monday Night Football games in Spanish throughout the NFL regular season, airing of one Wild Card Playoff game, and studio shows NFL Live and NFL Esta Noche.

“As the broadcaster of Super Bowl LIII, it was important for us to find a Spanish-language partner to reach the NFL’s Hispanic fan base on the biggest day in television,” said CBS Sports EVP/Programming Dan Weinberg. “The presentation on ESPN will be a great complement to our broadcast on CBS.”

ESPN Deportes VP/GM Freddy Rolón added, “The Super Bowl is one of the biggest and most anticipated sporting events of the year and we are proud to serve as the Spanish-language media partner thanks to this agreement with the NFL and CBS.  Carrying Super Bowl LIII will be the perfect way for us to cap the NFL season, which will also include our presentation of the Mexico City MNF game and our plans to provide an ESPN2 MNF Spanish-language simulcast during the first nine weeks of the season.”

ESPN Deportes’ Monday Night Football commentator team of Álvaro Martín (play-by-play), former NFL kicker and Super Bowl champion Raul Allegre (analyst), and sideline reporter John Sutcliffe will helm the Super Bowl telecast.

What about ESPN Deportes Radio? It’s in the game — and will broadcast the Super Bowl for the fourth consecutive year as part of a separate agreement with the NFL.

2018 Hispanic TV Upfront Report Now Available For Free Download

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2018 Hispanic TV Upront Report.

To view and download  CLICK HERE.


WHY ARE THE UPFRONTS STILL A THING?

By Adam R Jacobson, Publisher, Hispanic Market Overview

Many years ago, as an editor for the now-defunct music industry trade publication Radio & Records (R&R), I created a Special Report focused on what still safely called “Oldies” music, along with Classic Rock, as it applied to radio stations swiftly loosing ad dollars due to an aging audience. There was also this thing called the internet, and satellite radio services such as Sirius and XM.

Could Oldies or Classic Rock survive the 2000s? One did, one didn’t.

The theme of this report was “Roll With the Changes,” the title of an REO Speedwagon song one hardly ever hears on Classic Rock radio anymore.

This theme weaves perfectly with the state of the U.S. television industry today. There are many, many changes unfolding each and every day, and the question some in the media industry may be asking themselves and their team is this: What’s next, and what
do we do?

For all of the talk of television being in its second Golden Age, television is also at a critical junction in its life as a primary and dominant delivery vehicle for visual entertainment.

Until 2017, Hispanic television was largely protected from the troubles brewing for its English-language brethren on both the broadcast and cable sides of the TV business. Today, it has been shoved onto the Video Entertainment Cyclone that rides up and down faster and bumpier than that rickety old rollercoaster down in Coney Island.

Is Hispanic television now imperiled, ready to be cast aside for digitally driven “over the top” (OTT) choices and social media galore?

You know the answer. And, hopefully, it is being loudly delivered the week of May 14, 2018, as the TV industry’s Upfronts once again take place across midtown Manhattan.

But … why is Hispanic TV’s future still as bright as ever? Five years ago, this publication was distributed by both HispanicAd.com and Broadcasting & Cable magazine. Today, B&C/Multichannel News no longer publishes a monthly Hispanic Television Update, effective December 2016. The 2013 edition included features on Nuvo TV, Tr3s, and MundoFox. All three networks are defunct, with Tr3s in the U.S. now its Latin American feed. Lavish events in New York from Discovery U.S. Hispanic are now a thing of the past, too.

Meanwhile, Telemundo conducted an excellent pre-Upfront presentation to the press via video webinar from its gleaming new Doral, Fla., facility on May 10; it no longer has its own Upfront event and instead is rolled in to all of NBCUniversal’s networks.
Univision conducted a bilingual conference call that included newly minted President of Televisa Studios Patricio Wills; the company is the last to offer a Hispanic-exclusive Upfront Week event.

A newly invigorated Azteca América released its Upfront information one month ago. ESPN Deportes’ Upfront is now rolled in to the main ESPN presentation scheduled for May 15; network representatives declined to share new programming details prior to our deadline.

Thus, this is the not the end of Hispanic television’s “epoca de oro.” Rather, this is simply the end of the Upfront dog-and- pony show as we knew it.

Even so, Hispanic media must be cognizant of the new challenges presented in particular by Netflix. As of this writing, two Spanish-language television shows are capturing Latino subscribers. One, from Spain’s TVE, is El Ministerio del Tiempo, a family-friendly offering that pairs three unlikely individuals from different eras in Spain’s history as time-traveling sleuths working for the Ministry of Time in Madrid. The other is La Casa de Papel, an Antenna 3 suspense drama from Spain, told in real time, about a money heist of a Euro printing facility by a group of misfit criminals led by a mastermind
known as “The Professor.” It’s a smash hit in countries including Argentina and Turkey, with a theme song that has charted in each of these nations. Netflix recently confirmed that it has given the green light to a third season.

The style of these shows can’t be found on Univision, or Telemundo — although the new fall programming slate includes some very intriguing programming. Telemundo has an ambitious take on a popular German series that could easily be found on Netflix,
based on the trailers. Univision, for its part, is encouraging “family-friendly programming” while taking a swipe at its competitors for hopping aboard the Narcotrén and hyperfocusing on a genre of programming that may be too adult for younger audiences.

For the Hispanic TV network, the Upfronts are still vital. But, gatherings in New York across three hectic days full of alcohol, hors d’oeuvres, and hopscotching around midtown are simply no longer necessary. Road shows are more effective. Telling the entire story of how Hispanics view English-language TV, and how they still need
Spanish-language TV, is essential.

This is the reality of Hispanic TV in 2019, and for the next several years, as disruption leads to destruction. You don’t want to hear it, but we have no fear in telling you the truth. Broadcast TV will remain exceptionally strong in the years to come, thanks to
ATSC 3.0 – the next-gen digital broadcast standard the FCC recently approved for voluntary implementation. An NBC affiliate in Raleigh-Durham, N.C., is the guinea pig for this rollout, which promises better sound and picture-window broadcasts. Attendees
of the 2017 NAB Show and 2018 NAB Show in Las Vegas saw first-hand what this technology will bring to viewers. It’s astounding.

And, it doesn’t require cable. In any metropolitan area, one can simply become a cord-cutter and buy a $25 digital TV antenna at Best Buy. That’s great news for Telemundo, Univision, Azteca América, and Liberman Broadcasting’s Estrella TV, in addition to SBS’s Mega TV, Meruelo Media’s KWHY-22 in Los Angeles, and the America CV operation in Miami.

It’s not-so- great news for the 70-odd cable television channels that continue their quest for Hispanic audiences in the U.S. Will MVPDs deep-discount their “Latino tier” subscription packages in order to retain subscribers and continue to attract new customers? Or, will some cable networks simply shut down as relics of a prior world
without digitally delivered choices one can access in the palm of their hand – and not on a stationary TV mounted to a wall in a particular room?

There is one solution that makes sense, and it is one that Hispanic advertising agencies and multicultural marketing managers have been preaching for the last several years. It is simple: Hispanic TV must be relevant and resonant.

We’ve talked ad nauseum about ads needing to be reflective of the product or service’s target audience. But, there’s been nary a word about the programming being reflective of the audience.

With an abundance of content available and NATPE Miami growing into one of the most important conferences and expos for the global television industry – one where the buying and selling of program rights is a highlight – Hispanic TV must follow the advice
that multicultural marketers and brand managers have digested. Spanish-language TV has a home in the hogar because it is a unique culture play.

And, believe it or not, language matters. In 2011, Mintel reports focused on U.S. Hispanic consumers repeatedly noted that, even in English-dominant homes, the use of Spanish could still be found. Why? Because these homes were English-dominant, not
English-only.

Seven years later, we kindly remind our readers that this is probably truer today. As Hispanic population growth is fed by U.S. births, not by immigration, there will be growth in English-language use. Millennials still dominate marketers’ conversations (even
though they don’t spend as much as those with an AARP card, but that’s an argument for Madison Avenue).

Our point here: Yeah, Hispanic kids are growing up using lots of English. But, that doesn’t mean they aren’t using Spanish, or consuming at least one show in their lengua patria.

This is why Hispanic TV has a future.

The road it takes to keep it relevant and resonant is up to them.

HTVU

2018 Hispanic TV Upfront Guide Presented by HispanicAd.com

Here Come The Judges: 2018 HispanicAd C.A.P.E. Awards

HispanicAd  in association with the Culture Marketing Council (CMC) has revealed the judges for the 2018 Culture Account Planning Excellence Awards.

Honors for best in each category will be bestowed at the CMC annual conference in Los Angeles in June 46, 2018.

This year’s judges are:

  •     Marta Insua – VP Strategic Insights  – ALMA DDB
  •     Monica Merel – Senior Specialist – Multicultural Marketing & Brand Strategy –  Walgreens
  •     Paco Olavarrieta – Chief Creative Officer –  d’ exposito and partners
  •     Victor Paredes – Director of Strategic Planning – WING
  •     Aldo Quevedo – Principal / Creative Director – Richards/Lerma

Victor Paredes of Wing is the President of this year’s Jury.

HispanicAd and CMC thanks the following executives for helping to reevaluate the competition rules and categories:

  •     Sergio Alcocer – Founder at Rest Of The World
  •     Gustavo Foldvari – Group Planning Director – Lopez Negrete Communications
  •     Marta Insua – VP Strategic Insights  – ALMA DDB

For more information on how to participate in this year’s competition, CLICK HERE.

For more information on this year’s conference CLICK HERE.