Posted by Elena del Valle on August 27, 2008
Mark Waller, senior vice president, Marketing and Sales, NFL
Photos: National Football League, ESPN
On Monday, September 15, the National Football League and ESPN will kick off Hispanic Heritage Month (September 15-October 15) with a special celebration surrounding the Philadelphia Eagles at Dallas Cowboys Monday Night Football game (8:30 p.m. ET, ESPN and ESPN Deportes). The organizers consider the game the signature event for the NFL’s Fútbol Americano initiative celebrating Hispanic Heritage Month, as well as a signature event within ESPN’s month-long campaign and programming efforts on ESPN Deportes to recognize the accomplishments of Hispanics.
ESPN Deportes, the only Spanish-language network in the country to broadcast football in Spanish, has been celebrating Hispanic Heritage Month for five years. This is the third season that ESPN Deportes broadcasts NFL in Spanish.
According to the 2007 ESPN Deportes Hispanic Sports Poll, 64.4 percent of English dominant Hispanics are NFL fans and 34.3 percent called themselves avid NFL fans; 64.4 percent of respondents ranked NFL as English dominant Hispanics favorite sport to watch; among Spanish dominant Hispanics, 32.8 percent of respondents considered themselves NFL fans and 8.7 percent called themselves avid NFL fans.
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The Monday Night Football game telecast on ESPN is scheduled to include special graphic integrations, vignettes and audio from the ESPN Deportes Spanish-language telecast featuring Emmy-nominated play-by-play commentator Álvaro Martín and former NFL kicker Raúl Allegre.
There will also be a customized version of the Hank Williams Jr. open, including some lyrics in Spanish, during the telecast. And, the Monday Night Countdown pre-game (7 p.m.) will highlight events with special features and coverage of the national anthem, performed by a Latino artist at Texas Stadium that evening.
“We’re excited to partner with ESPN to shine a national spotlight on Hispanic Heritage Month,” said Mark Waller, senior vice president, Marketing and Sales, NFL. “The Monday Night telecast will kick off festivities across the country to honor the NFL’s Hispanic players and fans.”
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
ESPN Deportes, which airs Spanish-language television Monday Night Football games, plans to feature its entire broadcast team with Martín, Allegre and sideline reporter John Sutcliffe on site for the match-up between the Águilas and Vaqueros (the teams’ Spanish language names, which will appear on Texas Stadium scoreboards during the game).
ESPN Deportes plans to cover the anthem ceremony during the NFL Esta Noche pre-game show, as well as the halftime entertainment performance by Latin pop duo Prima J with cousins Jessica and Janelle Martinez.
John Wildhack, executive vice president, Program Acquisitions and Strategy, ESPN
“The MNF game telecasts on ESPN and ESPN Deportes, as well as surrounding coverage and promotional support across multiple ESPN platforms, will celebrate Hispanic Heritage Month and the passion that Hispanics have long had for the NFL,” said John Wildhack, executive vice president, Program Acquisitions and Strategy, ESPN.
The day of the game, the NFL, ESPN and the Cowboys will host a MNF Chalk Talk Luncheon for 150 invited guests at Ruth’s Chris Steakhouse in Dallas. Alumni players from the Eagles and Cowboys have been invited to the event in honor of Hispanic Heritage Month. Martín and Allegre will be part of the panel of NFL experts. One of the organizations to be recognized for its work in the Dallas community will be a local Hispanic non-profit organization.
In anticipation of the Eagles-Cowboys game, Fútbol Americano messaging will be integrated into ESPN’s MNF promotion across television, radio, online and print. The following week, ESPN plans promotional support in anticipation of Hispanic Heritage Celebration events in San Diego around the Jets-Chargers MNF game. During that period, the NFL will air new spots from its “We are fans!” television campaign in recognition of Hispanic Heritage Month. Also, promoters will run a print ad in USA Today Sports in the hope of driving tune-in to the MNF Hispanic Heritage Month game.
Hispanic Heritage Month activities in Dallas will begin Saturday, September 7, when Texas Stadium and the Cowboys host the 30th annual Fiestas Patrias, a free outdoor Hispanic Music Festival in Texas. ¡En Vivo!, the ESPN Deportes interactive traveling stadium, will be part of the celebration. Local community outreach events continue September 13, with an NFL Play 60 Youth Football Festival at Texas Stadium.
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The festival will include NFL Flag clinics, as well as an NFL Flag exhibition game between Los Diablitos from Mexico City and a local Dallas NFL Flag team. Los Diablitos are the national champions of NFL Tochito, the NFL Flag football program in Mexico. They will be recognized at Texas Stadium on field at halftime at the Monday Night Football game.
ESPN’s month-long Hispanic Heritage Month celebration will kick off September 1 with an integrated campaign across various ESPN entities on television, radio, print and online. Titled “Hispanics on and off the Field,” the campaign is designed to highlight the contributions Hispanics have made in the world of sports. ESPN’s Hispanic Heritage Month schedule will feature two new programs and daily 30-second vignettes honoring Hispanic athletes.
Themed programming will include J.C. Chávez, a film about the feats of Julio César Chávez, a Hispanic boxer. Directed by Diego Luna of Y Tu Mamá También (2001), the film examines Mexico’s adoration of the iconic six-time world title champion and will air on television for the first time Saturday, September 27 at 10 p.m. ET on ESPN Deportes and ESPN Classic. In addition, dominoes, will also take center stage during Hispanic Heritage Month with the premiere of the VI World Domino Championship September 23-25 at 8 p.m.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on August 26, 2008
Karkú, a Chilean telenovela series, will air on ¡Sorpresa!
Photos: ¡Sorpresa!
As part of its back to school programming, ¡Sorpresa!, a United States Spanish language children’s network, began airing Karkú, a Chilean teen television telenovela series. Designed for tween and teen viewers the 30-minute long program will air nightly Monday through Thursday. The first episode aired August 25 at 9 p.m. ET.
Set in metropolitan Santiago, Chile, Karkú revolves around Emilia, a 13-year-old girl, and her five friends as they experience the trials and tribulations of growing up. According to promotional materials, the program is the first telenovela series for kids produced in Latin America.
Maria Badillo, senior vice president, Programming, ¡Sorpresa!
“Karkú offers our audience of Hispanic youth an in-culture, in-language experience that reflects the universal fears and excitement of transitioning from a child to a young adult,” said Maria Badillo, senior vice president of Programming for ¡Sorpresa!. “The tween and teen audience will identify with the challenges and successes of the characters, and parents will appreciate the show’s emphasis on the value of hard work to achieve goals.”
The premiere season of Karkú follows Emilia, Fernanda, Valentina, Zico, Alex and Martín, as they work together to earn money for their school’s year-end trip. The series was designed to represent the teenage world in Latin America including the children’s language, music, dreams and fears. Producers also hope to promote traditional values like diligence, teamwork and friendship.
¡Sorpresa!, a Juniper Content Corporation company, is a Hispanic children’s television network and digital community. ¡Sorpresa! is available on Comcast, Cablevision, Charter Communications, Cox Communications, Time Warner Cable, Verizon FiOS, participating National Cable TV Cooperative systems and in Puerto Rico on Liberty Cable Systems, Choice Cable and OneLink.
¡Sorpresa! content is also available through MobiTV, the provider of Spanish language video services to Alltel Wireless, AT&T and Sprint; Brightcove, the exclusive broadband video player to sorpresatv.com; and VOD providers Akimbo and AT&T Homezone.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
Posted by Elena del Valle on August 19, 2008
Mun2 hosts Crash and Frankie Needles
Photos: Mun2
It seems Latino youth enjoy wrestling. WWE Raw! 15th Anniversary Special, a mun2 program, was viewed by more than a quarter million people aged between 12 and 34. It was the most watched program in the history of the network.
Additionally, according to a spokesperson for the network, the show made mun2 the most watched Hispanic cable network in that time period. Its WWE RawQuinceanera Special was among the top five most watched properties on mun2 in the first quarter of 2008.
World Wrestling Entertainment’s Smackdown! averaged more than one million Hispanic viewers each week during early 2008, placing it among Nielsen’s top ten most popular English-language shows with Latinos. WWE Raw! is one of the most watched shows on mun2 and USA networks.
Frankie Needles, WWE Manager Jimmy Hart and Crash
To take advantage of this interest, on August 21 at 8 p.m. ET mun2 will air Vivo, a one-hour music variety show featuring entertainment with live music performances and celebrity guests. The program will include an exclusive at the World Wrestling Entertainment’s Second Annual Summerfest event in Venice Beach, California.
There will also be performances by the Prima J, a Mexican-American pop musical duo integrated by cousins Janelle Martinez and Jessica Martinez, and Omar Cruz, a Los Angeles-based rapper.
Prima J at the WWE Summerfest event in Venice Beach California
To help promote the upcoming program the WWE wrestling some performers made a special guest appearance at the Telemundo and mun2 partnership concert event Descarga on August 3, 2008 at Universal CityWalk.
During the upcoming program, mun2 hosts Frankie Needles and Crash will share with fans exclusive coverage of the second annual WWE Summerfest. The one-hour special will feature interviews with the wresting entertainment industry celebrities Carlito, Chavo, Divas Candice and Lena, and WWE Manager Jimmy Hart.
Launched in 2001, mun2 offers bilingual programming for young U.S. Latinos. The multi-platform youth entertainment network is available nationwide to 17 million viewers on cable and television. The network is part of Telemundo Cable Networks, a division of NBC Universal TV Networks Distribution.
“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
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Posted by Elena del Valle on August 12, 2008
Diego and Tuga
Photo, video: Nick Jr.
Nickelodeon will premier Diego’s Moonlight Rescue, a 60-minute movie for bilingual preschool children, on Monday, August 18 at 8 pm ET. The new Go, Diego, Go! Primetime TV Movie with a catchy tune and fast rhythm will be simulcast on Noggin at 8 pm ET. Go, Diego, Go! is the work of creator and executive producer by Chris Gifford and Valerie Walsh Valdes, the team behind the popular show Dora the Explorer. Scroll down to watch a short preview excerpt from the movie.
“Nick Jr. viewers have helped Diego rescue all kinds of animals from red-eyed tree frogs to pygmy marmosets and spectacled bears,” said Brown Johnson, president, Animation, Nickelodeon/MTVN Kids and Family Group. “This next adventure takes our action hero with a heart to a new level as he sets out to save Luna, the moon. Preschoolers will have an amazing time exploring underwater cities and outsmarting orca whales, while learning about the ocean and its inhabitants.”
The story begins on a moon filled night. Diego, Alicia and Tuga, the leather back sea turtle, are gathered at the beach under the full moon for story time. Diego shares a fantastic tale about his adventures with Tuga and Luna the moon to help the hatching baby sea turtles find their way into the ocean. When a comet accidentally bumps Luna, she breaks into four pieces which fall from the sky into the sea. Luna must be put back together because the baby sea turtles need moonlight to find their way into the water. Diego and Tuga navigate through ocean gardens and a jellyfish cove to recover Luna’s missing pieces before the baby sea turtle eggs hatch.
Nick Jr. will roll out content from Diego’s Moonlight Rescue across the following platforms in August. Monday, August 11, 2008 Nick Jr. Video, Nick Jr.’s broadband video service available on Nickjr.com, will begin streaming a two-minute film preview and song clips as well as themed episodes from Go, Diego, Go!
That same day, a two-minute preview from Diego’s Moonlight Rescue, plus additional themed clips from Go, Diego, Go! episodes will be available on wireless carriers. Beginning Monday, August 18, Video On Demand will feature Diego’s Moonlight Rescue in its entirety, shorts and song clips from the episode and additional Go, Diego, Go! shows on Time Warner Cable, Comcast, Charter, Cablevision, Verizon FiOS and Cox. Seasons one and two, as well as some episodes from season three of Go, Diego, Go!, will be available for purchase on iTunes.
Discover from a new mom market expert how to reach Latino moms by listening to
“Marketing to New Hispanic Moms – a case study” audio recording
Presenter Cynthia Nelson, COO, Todobebe
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• New Latina mom market
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• Location of new Hispanic moms’ market
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• Todobebe strategies
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As part of the film promotion Nick Jr.’s website will feature an interactive game and activities to complement the premiere of the film. Beginning Friday, August 8, NickJr.com will feature the Diego’s Underwater Adventure game. The NickJr.com will also feature underwater-themed printables, crafts, and activities.I
In each episode, Diego (Jake T. Austin) receives a call for help at his Animal Rescue Center in the rain forest. With help from his friends, high-tech gadgets and viewers at home, Diego identifies and locates the animal in trouble and the adventure begins. Diego is joined by his 11-year-old sister Alicia (Serena Kerrigan), a computer whiz who is also bilingual and easily switches between speaking English and Spanish. Baby Jaguar is the animal closest to Diego’s heart.
Other characters include Click (Rosie Perez), a high-tech camera with a knack for locating lost animals; Rescue Pack, a messenger bag that transforms into any form of transportation that Diego needs, like a boat, snowboard or parasail; and the Bobo Brothers, a mischievous pair of spider monkeys. Diego’s cousin Dora also makes guest appearances in the series.
Nick Jr. is a specially designed programming block airing on Nickelodeon weekdays from 9 a.m. to 2 p.m. (ET/PT) for preschoolers ages 2-5. Nickelodeon, celebrating 29 years on the air, offers television programming and production in the United States and internationally as well as consumer products, online, recreation, books, magazines and feature films. Nickelodeon’s U.S. television network is seen in more than 96 million households.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
Posted by Elena del Valle on August 6, 2008
Greg Hammaren, senior vice president and general manager, FSN Detroit
Photos: FSN Detroit
For the first time Detroit station FSN Plus will air Spanish language coverage of a Tigers Oakland Athletics game in an effort to attract Spanish dominant viewers in the areas it serves. Broadcaster Clemson Smith Muñiz will provide a play-by-play commentary and Adrian Burgos, Jr., a Latino Baseball historian, will serve as analyst Saturday, August 9 for the Detroit Tigers annual ¡Fiesta Tigres! Night at Comerica Park. Scroll down to watch 15-second promo video in Spanish.
The Spanish-language presentation will be available to most cable and satellite households throughout the FSN Detroit regional footprint. The Spanish-language coverage is scheduled to begin at 7 pm with Smith Muñiz and Burgos, Jr. The English-language telecast of that night’s Tigers-A’s game with Mario Impemba and Rod Allen will air as usual on FSN Detroit and FSN HD. The one time effort will be promoted via FSN Detroit and local cable companies.
“This is the perfect opportunity for FSN Detroit and the ball club to reach out to an important segment of the Tigers fan base, while honoring the heritage of many fans’ favorite players,” said Greg Hammaren, senior vice president and general manager, FSN Detroit. “We are proud to provide this important piece of programming to our cable and satellite providers in conjunction with the ¡Fiesta Tigres! celebration that night at Comerica Park.”
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“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
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- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competition with “Hispanic Projections”
¡Fiesta Tigres! is the Tigers annual salute to the contributions of Hispanics and Latinos to the game of baseball. The team’s 2008 roster includes Magglio Ordoñez, Carlos Guillen, Miguel Cabrera and Armando Galarraga (Venezuela); Placido Polanco, Fernando Rodney, Ramon Santiago, Freddy Dolsi, Aquilino Lopez and infield coach Rafael Belliard (Dominican Republic); Edgar Renteria (Colombia); and Joel Zumaya (Mexico).
“This is a historic telecast for the Tigers, and for our ¡Fiesta Tigres! celebration,” said Duane McLean, senior vice president of Business Operations for the Tigers. “We’re thrilled FSN Detroit is offering the game in Spanish-language, and joining us in honoring the contributions of Hispanic players past and present.”
The latest census data shows 4 percent, approximately 390,000, of the population of Michigan is Hispanic. The largest Hispanic communities are Grand Rapids (13.1 percent or 25,000), Pontiac (12.8 percent or 8,590), Saginaw (11.7 percent or 6,730); Detroit (5 percent or 43,500).
Broadcaster Clemson Smith Muñiz
Smith Muñiz, a native of Puerto Rico, has an extensive Spanish-language broadcasting resume, including TV play-by-play and pre- and post-game hosting for the New York Mets, Yankees and MLB International. The longtime Spanish play-by-play voice for the New York Knicks, Smith Muñiz also serves in that capacity for the New York Jets, Monday Night Football for Univision Radio, as well as Army football.
He has also worked as commentator for Super Bowl XLI and XLII, as the English and Spanish-language sideline reporter for Westwood One during the broadcast of the first NFL regular-season game in Mexico City in 2005, and as commentator during the 1997 and 1998 NBA Playoffs. A former sportswriter for the Hartford Courant, the New York Daily News and Spain’s El País, Smith Muñiz started his Spanish-language broadcast career in 1991 with ESPN International calling Australian Rules Football before graduating to major events such as the NBA Finals, Stanley Cup Finals and World Series. He is president of Smith Muñiz Productions, a New York-based company that helps clients target the Hispanic market.
Burgos, an educator and author, is an associate history professor at the University of Illinois specializing in U.S. Latino history, African-American studies, sport history and urban history. In 2007, Burgos published Playing America’s Game(s): Baseball, Latinos and the Color Line, a book that examines the impact Latino players had on U.S. professional baseball and on baseball’s color line and racial understandings.
Adrian Burgos, Jr., a Latino Baseball Historian
Burgos, who earned his doctorate from the University of Michigan, also was a contributing author to the 2006 book Shades of Glory: The Negro Leagues and the Story of African American Baseball. He served on the screening and voting committees for the National Baseball Hall of Fame’s 2006 special election on the Negro Leagues, and consulted on the Hall’s ¡Béisbol- Baseball!: The Shared Pastime project.
According to promotional materials FSN Detroit and FSN Plus coverage of the Tigers is available in 3.2 million cable and satellite households throughout Michigan and portions of Northwest Ohio and Northern Indiana.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on August 5, 2008
Yolanda Perez, host, Mex 2 the Max
Photo: LATV
LATV recently contracted Yolanda Perez, who is well known in banda music circles, as the new host for its 30-minute regional Mexican music program, Mex 2 the Max. During the program, Perez is tasked with conducting interviews, introducing live performances and hanging out with celebrities on Mex 2 the Max, which airs Monday to Thursday from 9 p.m. to 9:30 p.m. PT.
“Yolanda Perez brings a true insider’s perspective to Mex 2 the Max, one of LATV’s signature shows. She is our audience, hip, bilingual and bicultural,” said Luca Bentivoglio, vice president of Programming, LATV. “Her star power and natural appeal made her the perfect choice to head up this regional music favorite. It’s a great coup for us.”
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Born in Los Angeles, California Perez comes from a family steeped in banda music lore. Her music style mixes the traditional elements of banda with hip-hop and rap. Known as La Potranquita (Little Filly), she transitions from Spanish to English in her music. Her fifth and most recent album is titled Todo de Mi (All of Me, Fonovisa Records).
Pérez first gained popularity in 2003 with the song Estoy Enamorada (I’m in Love), playing the sassy daughter in a duet with cranky radio character Don Cheto. Talking back in Spanglish, Pérez vows to stand by her boyfriend.
Pérez is the first child born in the United States to immigrants from the Mexican state of Zacatecas. She grew up in Montclair, where her mother worked in a carpet factory. At home with her parents, she spoke Spanish and listened to Banda El Recodo and Tucanes de Tijuana. With friends at school, she spoke English and listened to Alicia Keys, Lauryn Hill and Tupac Shakur.
Headquartered in Los Angeles, LATV has been on the air in the Los Angeles market since 2001 and launched nationally on April 23, 2007. LATV Networks, LLC is owned by Costa del Oro Media. LATV is ad-supported and offers original and live programming, music, lifestyle and entertainment.
The network targets 12 to 34 year-old Latinos. The bicultural network’s new programming lineup includes LATV-produced and international concerts, two new music video vehicles and a special video countdown from Universal Studios.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
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Posted by Elena del Valle on July 16, 2008
Carlos Calero, host, “Como en Casa“
Photos: LAETV
Latinamerican Ethnic TV (LAETV) recently launched a new a live televised magazine show, “Como en Casa” hosted by Carlos Calero, a Colombian journalist. The Spanish language program began broadcasting in April 2008 on Saturdays and Sundays on TV Colombia, RCN Nuestra Tele’s international signal distributed via satellite through DishLATINO and several cable operators.
The program will air from 8 pm to 12:30 am (Colombian time) on the weekends and be available in the United States, Mexico, El Salvador, Costa Rica, Panama, Honduras, Guatemala, Curaçao, Ecuador, Venezuela, the Dominican Republic, Aruba, Puerto Rico, Spain, New Zealand and Australia.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Kurt Pflucker, president, LAETV
“We’re proud to be the sole U.S. representative of TV Colombia, RCN Nuestra Tele’s international signal which brings this innovative concept to Hispanics. The program will not only help its viewers remain connected to their roots and culture, but will provide advertisers a different space which will allow them to be more direct in their messaging and to capture the attention and loyalty of its audience,” said Kurt Pflucker, president of LAETV.
“Como en Casa” is divided into three parts. The first part of the program includes live: “The Theme of the Day,” “The Musical Scene,” “Gossip Invited Guests,” “The Cultural Scene,” “Health” and “The Invited Product.” During the last section, broadcast on Sundays only, the host will promote a Latin American product.
“We are pleased with the benefits acquired by the commercial participation on the program ‘Como en Casa,’ achieving an increase in clients at an international level and equally an increase in telephone calls from several countries and states throughout the U.S. Additionally when Carlos Calero used one of our models, the reaction from the public since then has been excellent,” said Carlos Osorio of Cocoa Jeans, an advertiser.
The second part of “Como en Casa” will provide an overview of some Latin American newspapers. During this segment, viewers will be able to virtually chat with the program staff, become a correspondent and share information online. Segment participants will also be offered the opportunity to purchase classified ads, recommend a page on the Internet and participate in a virtual pageant and travel album.
The third part of “Como en Casa” includes prerecorded segments on national and international gossip, legal advice for immigrants, investment projects, cooking, nostalgia, destinations, behind the scenes and Latin American inventions.
Latinamerican Ethnic TV is a United States Hispanic cable and satellite television sales rep firm that has exclusive agreements with 14 Latin-American television networks in the United States market.
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
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Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
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Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
Posted by Elena del Valle on June 17, 2008
A scene from Gabriel in Venice
Photos: WSBS
Spanish Broadcasting System, Inc. will release Gabriel, its first mini series, in September 2008. Filmed in Miami, Venice and Puerto Rico, Gabriel is 12 hours long and will be broadcast in10 episodes. DirecTV Más will co-produce the project which was filmed in high-definition with 3-D animation.
Two well known personalities will be part of the series, Chayanne and José Luis Rodríguez “El Puma.” Chayanne plays Gabriel, a modern-day vampire in the network’s first miniseries produced by Megafilms, the company’s new entertainment division. Rodriguez plays Pizarro, another vampire.
Mexican actor Angelica Celaya as Eva
The female lead is played by Mexican actor Angelica Celaya as Eva. In Gabriel, Eva is a beautiful and dedicated nurse who works at an Emergency Room. A direct bloodline descendant of Gabriel’s former wife, Eva is the reincarnation of Gabriel’s lost love. Her mysterious nightly dreams about her ancestry are heightened when Gabriel appears in her life.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
José Luis Rodríguez “El Puma”
Laura Ferretti plays Maribel Delgado, Eva’s best friend and roommate. Maribel studies psychology and works nights as a waitress at a bar in Miami Beach to pay for her college tuition. In her spare time she studies the tarot cards and explores the occult.
Sebastián Ligarde, a Mexican actor, is Santori, a religious investigator and fanatic commissioned by the Vatican to destroy the bloodthirsty Pizarro. Additional cast members include Julián Gil, Laura Zerra, Freddy Viquez, Juan David Ferrer, Alvaro Ruiz, Marcos Miranda, Leonard Krys and Camila Banus.
Megafilms, a wholly-owned subsidiary of SBS, was created in 2008 to produce Spanish-language full-length features, miniseries, telenovelas, documentaries and filmed entertainment for domestic and international distribution.
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.
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“Changing Latino Landscape” audio recording
Presenter Cesar Melgoza, managing director, Latin Force Group
Find out about
• How demographic, social, political and economic factors affect Latinos
• Number of Hispanics in U.S.
• Hispanics as a percent of the mainstream population
• Number of Puerto Ricans in Puerto Rico
• Hispanics, including Puerto Rico, as a percent of U.S. mainstream
• Number of Asians and African Americans
• Estimated size of Hispanic market by 2012
• Percentage growth of new Hispanics per year
• Number of counties where Latinos are majority
• Areas of significant Latino growth
• Area of U.S. with a 950 percent Latino growth
• Role of acculturation
• Hispanicity segmentation
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Posted by Elena del Valle on May 27, 2008
Ingrid Hoffmann from FoodNetwork.com
Photo: Food Network
Food Network and FoodNetwork.com, established almost two years ago, executives hope to capture Latino food aficionados’ interest with a television program that began airing in the summer of 2007; and an online Latin Cooking Series, featuring videos, recipes and tips from Food Network hosts Ingrid Hoffmann and Bobby Flay.
Website promoters promise visitors will be able learn how to use zesty native ingredients to create recipes for dishes such as Colombian Chicken Soup, Brazilian Feijoada, Argentine Stuffed Flank Steak, Cumin Pork-Potato Filled Tamales and Enchilada Lasagna; and desserts like Chocolate Cornpone with Hot Mexican Chocolate Sauce or Banana Quesadillas. They can also explore the site’s glossary of ingredients and terms commonly found in Latin cooking, suggestions for ingredients Hispanic cuisine fans should keep in their pantry to add a Latin flair to their meals.
“Beyond the 30 Second Spot” audio recording
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Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
Our panel of national experts discuss
• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
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• Tips for marketing professionals
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Ingrid Hoffmann, a cook and lifestyle specialist, began hosting a 30-minute weekly television program on Food Network in July 2007. Part of the In the Kitchen programming block Hoffmann’s program, filmed in Miami, Florida, airs Saturdays at 11:30 am ET/PT. The show features menus, entertaining tips and shortcuts on how to create American favorites with Latin accents.
“Ingrid’s love of food, flair for easy entertaining, along with her inviting personality is sure to impress our viewers and draw a new legion of fans to our air,” said Bob Tuschman, senior vice president, Programming for Food Network.
In addition to her activities on the Food Network, Hoffman hosts Delicioso, a cooking and lifestyle show in Spanish on Galavision. She also appears regularly on Despierta America, a morning program on Univision. She is a food and décor contributor to Buen Hogar magazine and publishes a syndicated column in the Rumbo chain of Spanish daily newspapers.
“My food expresses the love I feel for my two cultures”, said Hoffmann. “That passion pours texture, color and flavor into everything I make.”
Hoffman, whose mother is a Cordon Bleu chef, became interested in food and cooking at an early age in her homeland of Colombia. Her first cookbook is scheduled for publication this year.
Food Network, owned by The E.W. Scripps Company, is committed to exploring new and different ways to approach food while striving to offer technique-based information. Food Network is distributed to more than 90 million U.S. households. With headquarters in New York City and offices in Atlanta, Los Angeles, Chicago, Detroit and Knoxville, Food Network can be seen internationally in Canada, Australia, Korea, Thailand, Singapore, the Philippines, Monaco, Andorra, Africa, France, and the French-speaking territories in the Caribbean and Polynesia.
The website, created and supported by Scripps Networks Interactive, attract a monthly average of 18 million unique visitors. Other Scripps Networks Interactive properties include HGTV.com, DIYnetwork.com, FineLiving.com, GACTV.com, Recipezaar.com HGTVPro.com; and FrontDoor.com.
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Posted by Elena del Valle on May 22, 2008
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Photos: impreMedia
In mid April, impreMedia launched impre.com, a new website targeting Spanish speaking Latinos who have online access. The network features videos, audio files and photos with news, entertainment, and sports content. Visitors to the new website can choose between: Autos, Buscar, Clasificados, Deportes, Diversión, Educación, Entretenimiento, Negocios-Finanzas, Inmigración, Noticias, Salud, Teleguía, and Vida y Estilo options.
The new portal also has links to the redesigned websites of impreMedia’s daily, weekly and monthly Spanish language and bilingual publications: La Opinión, El Diario, Hoy NY, La Raza, El Mensajero, La Prensa, Vista, La Vibra, and Contigo. According to promotional materials impreMedia’s websites reach more than two million unique users per month.
John Paton, chairman and CEO of ImpreMedia
“This market is quickly becoming the fastest growing group to increase their usage of news, sports and entertainment on the web,” said John Paton, chief executive officer of impreMedia. “With the launch of impre.com, consumers can enjoy impreMedia content in the format of their choice whether it be video, audio, online or print. ImpreMedia has deep historical roots in the key local Hispanic markets, and those roots translate into deep loyalty across media platforms. This investment puts impreMedia ahead of the curve in serving this powerful and important American community.”
“Beyond the 30 Second Spot” audio recording
Listen to a 105-minute discussion
Panelists Ivan Cevallos, Hunter Heller, Kitty Kolding and Cynthia Nelson
Our panel of national experts discuss
• Challenges of measuring the impact of the 30-second ad spot
• Innovative tools are useful to reach Latinos
• Changes in marketing to Hispanics
• On which market segment are the changes most relevant
• Effects of technology and time shift on consumer behavior
• Role of multi-screens
• Getting started
• Tips for marketing professionals
Click here for information on Beyond the 30 Second Spot
Organizers promise new channels devoted to lifestyle, education and finance, as well as sweepstakes, video, photo galleries, events, user comments, blogs, and specialty channels for autos and classifieds. They hope the bilingual sites of Vista and La Vibra will allow them to reach women and young Hispanics. In the future, impre.com plans to offer users a free personal email service.
Arturo Duran, CEO, impreMedia Digital,
“Impre.com will be the premier online destination for, by and about U.S. Hispanics,” said Arturo Duran, chief executive officer of impreMedia Digital. “We’ve invested in the Hispanic community because we believe that it’s the future; as the 44 million U.S. Hispanics go online, impreMedia will be there to serve them with impre.com’s in-depth and rich multi-media content, while advertisers will benefit from the network’s broad reach across the Hispanic market. impre.com’s original and relevant content reflects the lifestyle and views of the Hispanic community and engages users with tools that allow them to participate in shaping the Latino perspective.”
ImpreMedia is one of the leading publishers of Spanish language newspapers in the U.S. The company owns publications in 17 cities. According to an impreMedia spokesperson, following the purchase of the three Texas newspapers, impreMedia will reach 2.1 million Spanish speakers every week via nine newspapers and one magazine.
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