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Posted by Elena del Valle on May 4, 2006
A book review on the Hispanic Marketing & Public Relations book was published in the BizBooks section HispanicTrends.com. To read it, visit HispanicTrends.com
Posted by Elena del Valle on May 4, 2006
GolTV Screaming Race
Photo: GolTV
Atlanta, Georgia – GolTV Television Network, which broadcasts only soccer in the U.S., recently introduced three interactive games as part of an overall multiplatform marketing strategy. The games, GolTV Trivia, GolTV Header’s Challenge and the Roaming Screaming Race, allow participants to test their skills and knowledge and win prizes.
“We always look for innovative ways to connect with consumers and fans,” said Eileen Montalvo, executive vice president, Marketing, GolTV. “This is why experiential marketing is so important. It creates a lasting impression. With our new initiatives and games, we look to extend the reach we already have by engaging the soccer fan at events (such as the National Soccer Coaches Association of America show as well as the Street Soccer and Kick-it 3V3 youth soccer tournaments) where they congregate. We also look to later extend some of the gaming offerings to our website.”
According to GolTV, consumers link their purchasing decisions increasingly to their experiences. Executives there believe that for GolTV to connect with the soccer aficionado it is important to bring some of the programming to life and make it participatory.
The GolTV Headers Challenge allows players to test their soccer skills by keeping GolTV’s icon, the blue soccer balls up in the air as long as they can in this virtual camera-action game. In the Roaming Screaming Race players enter a virtual stadium and scream GolTV as loud as they can. The player who screams the loudest will find that his soccer player has scored the goal. In GolTV Trivia participants compete to see who knows how a particular play will end.
In less than three years, GolTV has penetrated 31 percent of all Hispanic cable and satellite households, approximately 2.5 million homes. Delivering more than 1,500 soccer games each year from around the world, GolTV offers live games from some of the best leagues in the world with exclusive rights to games from Italy, Spain, Brazil, Colombia, Ecuador, El Salvador, Guatemala, Honduras, Bolivia and Uruguay.
GolTV also broadcasts live and live-on-tape games from Europe, Copa del Rey and International Friendly Games; the U.S. Open Cup; and tournaments in Central America. Other programming features from GolTV include GolTV News, two daily independent half hour-long wrap-up shows highlighting the latest and most important happenings in the world of soccer and 45/45 a weekly debate show taking a deep look into Latin American soccer. For more information online, visit GolTV.tv
Posted by Elena del Valle on May 3, 2006
By Natalie Boden, BodenPR
Flavio Morales, vice president, programming, mun2
Photo: mun2
We all know it. We’ve all sung it. Some of us don’t even know what it means. What is it? It’s “Gasolina” (“Gasoline”), Daddy Yankee’s popular reggaetón hit. The album has sold over a million copies and the music sure is catchy. And marketers have taken note. Why? Because it reaches a young Hispanic demographic segment that according to studies represents a purchasing power of $25 billion dollars per year. In fact, today, Latino youth stands for 20 percent of the total U.S. teen population with studies showing that they will reach 62 percent by 2020, increasingly becoming a very lucrative segment of the economy.
Although companies are catching on, signing deals with top Latino artists including big reggaetón stars and developing campaigns aimed specifically at this youth segment, some, according to Beatrice Rangel, president of AMLA, a U.S. Hispanic market research firm, still don’t “get it.”
“Marketers are lost. They have no clue what this generation needs. These kids hate Telemundo. They hate Univisión. They don’t watch ‘Sábado Gigante,’ they watch the WB,” she said.
Click here to read the complete article
Posted by Elena del Valle on May 2, 2006
Basilio Vargas from “The Devil’s Miner”
Photo: Kief Davidson & Richard Ladkani / ITVS
Washington, D.C. – The Independent Television Service (ITVS), Maryland Public Television (MPT), WHUT, and the Social Action and Leadership School for Activists (SALSA) will co-present two special screenings of “The Devil’s Miner” in Washington D.C. in May. The screenings are free and open to the public.
The film is an award-winning documentary in Spanish with English subtitles about two brothers who work in the Cerro Rico mines of Bolivia. Living in poverty with their mother in the mountains of Bolivia, 14-year-old Basilio and his 12-year-old brother, Bernardino, work long shifts in the silver mines, braving deadly conditions to earn enough money to attend school.
The first screening is at the American Film Institute Silver Theatre at 11 a.m. Saturday, May 6, 2006. The second screening is at Busboys and Poets at 5 p.m. Sunday, May 21, 2006. Both screenings will be followed by a discussion with Oscar Ordenes, a Bolivian native and promoter of Latin American humanities in D.C., and Kevin Healy, adjunct assistant professor, International Affairs, The Elliott School.
The Devil’s Miner received Chicago Film Festival Silver Hugo Best Documentary, Woodstock Film Festival Best Documentary, Humanitarian Award Mexico City Festival, Fipresci Prize International Film Critic’s Award in Toronto, German Camera Award Special Mention and Jerusalem Film Festival Spirit of Freedom Award Best Documentary awards.
The film will premiere on PBS’s Independent Lens, the Emmy Award-winning series hosted by Edie Falco, at 10 p.m. on Tuesday, May 23, 2006. Independent Lens, an anthology series, features documentaries and a limited number of fiction films of independent producers. Independent Television Service (ITVS) funds and presents award-winning documentaries and dramas on public television, innovative new media projects on the Web and Independent Lens.
Posted by Elena del Valle on May 1, 2006
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Arturo Nuñez, vice president and managing director, Latin America/U.S. Hispanic, NBA
Photos: NBA
A podcast interview with Arturo Nunez and Saskia Sorrosa, NBA Latin America and U.S. Hispanic, is available on the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, they discuss marketing basketball to Hispanics with Elena del Valle, host of the HispanicMPR.com podcast.
Saskia Sorrosa, senior manager, Communications, NBA Latin America/U.S. Hispanic
Saskia has more than seven years of public relations and marketing experience working for major public relations firms and multinational corporations in the U.S. and Latin America. Named senior manager, Communications, NBA Latin America and U.S. Hispanic in June 2004, she is responsible for spearheading public relations, corporate communications and Internet initiatives (nba.com/espanol) for the NBA in the region.
Prior to assuming this role, Saskia launched and managed the Burson-Marsteller Medellin, Colombia office, where she was responsible for positioning and growing the firm in the Antioquia region, as well as broadening its client base. During that time, she was also responsible for managing the Ecuador market, exploring new business opportunities, pitching new client prospects and managing the U.S. Bureau of Engraving and Printing account for the launch of the new U.S. $20 bill.
Arturo was named NBA vice president and managing director, Latin America and U.S. Hispanic in October 2003. He first joined the NBA as marketing director, Consumer Products for the NBA Latin America office in August 1999 and was named managing director of the office in December 2000.
Arturo’s responsibilities include managing the sales and distribution of NBA consumer products; working with sponsors and marketing partners in the Latin America region; developing the NBA’s U.S. Hispanic strategy and marketing initiatives; implementing new grassroots initiatives in the region; and overseeing the internet strategies for NBA.com/espanol and its affiliated sites. His parents are Venezuelan and Cuban and he is a native of Harlem, New York. Arturo is trilingual (English, Spanish and Portuguese).
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Arturo Nunez and Saskia Sorrosa,” hit the play button or download it to your iPod or MP3 player to listen on the go, in your car or at home. You can also subscribe to the podcast by right clicking over the podcast box and selecting “copy shortcut” then inserting the URL address in the podcast section of your iTunes program listed under the “advanced” column. The podcast will remain listed in the May 2006 section of the podcast.
Press the button to hear the interview:
