Tag Archives: Cesar Conde

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

Jacobson Named Editor Of B&C/Multichannel News ‘Hispanic Television Update’

Veteran journalist, multicultural analyst and Hispanic market strategist Adam R Jacobson has been named Editor of Hispanic Television Update, the widely read monthly electronic newsletter published and distributed by B&C/Multichannel News.

Jacobson’s appointment as editor is effective with the October 17, 2013 newsletter.

“I’m thrilled to be covering the Hispanic television industry for Broadcasting & Cable and Multichannel News,” says Jacobson, who has covered the Hispanic television industry extensively through his independently produced Hispanic Market Overview reports distributed via a partnership with leading Hispanic marketing and advertising trade newsletter HispanicAd.com since 2010.

“Spanish-language television continues to attract the lion’s share of advertising dollars. Beyond the big networks operated by NBCUniversal, Univision and FOX are entities including Liberman Broadcasting’s Estrella TV, SBS’s Mega TV and successful independently owned and operated channels such as America CV. Additionally, there are roughly 72 cable television channels serving Spanish speakers in the U.S. Plus, there are English-language networks dedicated to reaching Hispanics, such as NuvoTV and the soon-to-launch Fusion. It’s a very exciting time for Hispanic television, and I’m excited to have a bird’s eye view of the industry.”

Jacobson covered the 2013 Hispanic Upfronts for HispanicAd.com in partnership with B&C/Multichannel News, serving as editor and chief content producer for the Post Hispanic Upfront Television Guide, electronically distributed by both HispanicAd and B&C/Multichannel News in May 2013.

Jacobson is also known for directing the expansion of Hispanic television and media coverage while at Hispanic Market Weekly, launching as editor the HispanicEntertainmentBusiness section and serving as a chief reporter covering the Hispanic TV industry for the trade publication’s weekly newsletter.

Jacobson also brings to B&C/Multichannel News’ Hispanic Television Update unique marketing and advertising insights gained from his role as Multicultural Analyst at global market research firm Mintel. “Knowing how marketers and advertisers can best craft their advertising messages and media buying and planning strategies when targeting Hispanics requires the best and most succinct coverage of the Hispanic television industry. My goal is to make the monthly newsletter a must-read for not only Hispanic television executives, but also for CMOs and C-Suite executives who insist on achieving ROI in the best and smartest ways possible.”

Jacobson started his career at Hispanic Magazine, serving as an intern before joining the editorial staff. He later assisted in the launch of Latina Style Magazine, and served as Publications Editor for the American Translators Association. Jacobson then relocated from Washington, DC to Los Angeles, joining Radio and Records’ editorial staff. He progressed through various positions of greater responsibility at the former industry trade publication, becoming a recognized national expert in Spanish-language radio, music and pan-Latin marketing strategies.

Jacobson has been interviewed for his radio-industry experience on NPR, Wisconsin Public Radio, and ABC World News Tonight and as a Hispanic marketing expert by Agence France-Press and the Los Angeles Times. As “Jake Adams,” Jacobson has also served as a guest air personality at Lincoln Financial Media’s WLYF-FM “Lite FM” in Miami.

Jacobson will continue in his role as a Hispanic market media strategist, working with various clients in capacities unrelated to his work for B&C/Multichannel News. He will also continue to work with The Leukemia & Lymphoma Society as a recruitment specialist for its fundraising programs.

Jacobson is based in South Florida.

 

 

CONTACT:

Adam R Jacobson
adam@adamrjacobson.com

 

2013 Post Hispanic Upfront Television Guide Now Available

The 2013 Post Hispanic Upfront Television Guide, a digital supplement to Broadcasting & Cable Magazine and HispanicAd.com, has been released.

The Guide includes a comprehensive review of the programming highlights for Spanish-language broadcast and cable television networks, as previewed in Upfront presentations held in New York in May 2013.

The Guide also includes an exclusive Q&A with Univision Networks President Cesar Conde, a profile on Tecate’s efforts to reach Hispanic television viewers, and the latest data on Hispanic population trends and buying power.

A directory of Spanish-language television networks, including rep firms Condista Ad Sales and LAETV, can also be found in the 2013 edition of the Guide, produced by The Adam R Jacobson Consultancy in collaboration with B&C/Multichannel News.

To download the 2013 Post Hispanic Upfront Television Guide, please click here.

‘Crack Your Consumer’s Code’ With Market Insights and Observations In Hispanic Market Overview 2013

Annual report, presented by López Negrete Communications, now available from HispanicAd.com

MIAMI BEACH, Fla., April 29, 2013 /PRNewswire/ — Hispanic market media strategist and veteran journalist Adam R Jacobson, in association with HispanicAd.com, has released the 2013 edition of Hispanic Market Overview, presented by López Negrete Communications.

This downloadable  and easy-to-digest report, produced as a PDF for advertising, marketing, social media, and PR professionals who seek to increase their ROI by increasing their multicultural efforts, features insightful information and discussions of the key issues facing Hispanic media, advertising agencies, and marketing and advertising professionals.

Hispanic Market Overview, presented by López Negrete Communications is produced exclusively for HispanicAd.com, the Hispanic market’s leading advertising and media news and information site.

“This year’s report will build on the previous three editions of Hispanic Market Overview by offering a richer look at the rapid embrace of digital, social and mobile platforms by multicultural media and marketers,” says Jacobson, who launched Hispanic Market Overview in 2010 after a lengthy career as a journalist focused on Hispanic marketing and media. “Hispanic Market Overview, presented by López Negrete Communications is designed to provide the highest level of insight and observations from many of the Hispanic marketing and media world’s key players themselves.”

The 2013 edition of Hispanic Market Overview, presented by López Negrete Communications, features interviews with Acento CEO Roberto Orcí, López Negrete Communications CEO Alex López Negrete, Alma Chief Creative Officer Luis Miguel Messianu, Richards/Lerma principals Aldo Quevedo and Pete Lerma, Fox Hispanic Media chief marketing officer Oswald Mendez and EVP/Sales Tom Maney, Univision Communications EVP/advertising sales Steve Mandala, Telemundo SVP/Sales Joe Bernard, Discovery Networks US Hispanic GM Ivan Bargueiras, NuvoTV SVP/Ad Sales Craig Geller and programming head Bill Hilary, People en Español publisher Monique Manso, DishLATINO  VP/Marketing Alfredo Rodriguez, Digilant head of multicultural initiatives Rafael Hernandez, Batanga Media VP/Marketing Natalia Borges, ESPN Deportes VP/Programming and Business Units Freddie Rolon and GM Lino Garcia, Fox Deportes GM Vincent Cordero, Radio Ink chairman/publisher B. Eric Rhoads, and research expert Carlos Viramontes.

The 2013 edition of Hispanic Market Overview, presented by López Negrete Communications, focuses on the following topics:

* The importance of research in guiding marketing, programming and sales at Hispanic media and Hispanic advertising agencies.

* The cross-platform convergence and the importance of digital, social, and mobile media in the U.S. Hispanic market.

* Top advertisers in Hispanic magazines and Hispanic websites, according to Media Economics Group.

* Ad spending trends in Hispanic media, according to Kantar Media.

* Population statistics and trends from Census 2010 and Pew Hispanic Center analysis.

To request a copy of this report, please contact us at adam@adamrjacobson.com