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2010 The Cable Show - Los Angeles

The

growing market of segment-specific

Hispanic

signals

v i p s

Key approach

“The US Hispanic market is key in the development strategy for CBeebies.

Stats show that there are more than 5 million Hispanic children under five years of age in the US, or 25% of the preschool-age population; but its rapid growth indicates that this minority will be a majority in 2023,” comments Jessica Rodríguez, senior VP and general manager with BBC Worldwide Channels Latin America & US Hispanic, which have already launched CBeebies on DishLATINO and expect to expand distribution in the coming months.

Jessica Rodríguez

Launch

Fisher-Price, Inc. and Somos TV reached an agreement that allows the transmission of Fisher Price’s animated show Little People on the recently launched Semillitas, a channel for babies and preschoolers. “The Little People brand represents the values and attractive content that make it an ideal item for Semillitas’ programming grid,” points out Luis Villanueva, head of Somos TV. Semillitas is distributed by RCN Corporation in Chicago, Boston, Washington DC, New York, Philadelphia and Leigh Valley, Pennsylvania.

More reach

Enlace USA continues to increase the power of its open signal and to expand distribution. The channel’s Marketing and Public Relations director César Español pointed out that open signal penetration expanded with the increase in the power of their stations Channel 46.4 WMCF in Montgomery and Channel 20.4 WMPV in Mobile, Alabama, and Pensacola, Florida. The signal is also reaching central Texas through channel 31.4 by an affiliate agreement with KPLE. On cable, the signal was added to Comcast’s basic offer in Richmond, as well as other cities in Virginia and Maryland. It also reaches Davie and Margate in Florida via Comcast.

César Español

New format

Luis Villanueva

CHIEF-EDITOR: Ríchard Izarra - MAIN EDITOR: Maribel Ramos-Weiner

HITN announced the re-launch of their original production Diálogo de costa a costa. The show, with a new look and new format consisting in the discussion of four different topics per episode, will continue offering a unique national forum for Latinos across the country to voice their opinions and learn about key issues affecting their communities and their families. It will be transmitted live once a week in prime time.

“Another addition to our line up is Good Food, a new cooking series dedicated to healthy eating,” says Florentina Balseca, HITN´s Programming Director.

Florentina Balseca

ADMINISTRATION: María Paula Capuya, Luciana Conde, Gueylin Méndez

EDITORS: Patricia Blanco, Marcela Tedesco, Cynthia Plohn, Ezequiel Iacobone, Lucas

ART: Sergio Szwarcberg, Liliana Martínez - PHOTOS & VIDEOS: Ana Magnani,

Robledo, Constanza Kong, Horacio López - SALES & CUSTOMER SERVICE: Lemar

Sofía Izarra, Luz Nis - SYSTEMS: Mauricio Roda - TRANSLATION: Ana Delon

Guzmán, Roko Izarra, Valeria Nardecchia, Sebastián Novacovsky, Mara Fernández,

37 NE 28th St. Miami, FL 33137, EE UU

Amy Ibarra, Kalú Fermandois - PRODUCTION: Andrea Jurado - DATA: Francisco

INFO: info@produ.com; ventas@produ.com;

Gutiérrez, Paula Burela, Cintia Baudino, Federico Bianchi, Diego Burela

subscriptions@produ.com - T +1-305-256-6774

Return to pay TV

The experienced Spanish-language TV industry executive Cynthia Hudson has been designated to the positions of senior executive VP and general manager with CNN en Español, and of Hispanic strategy for CNN/US. In her new positions, Hudson will oversee newsgathering, editorial content, programming, production, operations and personnel of CNN en Español, CNN en Español Radio and CNNMexico.com, the news website recently launched with Grupo Editorial Expansión. Hudson joins CNN en Español from Spanish Broadcasting System (SBS), where she was creative director and executive VP of SBS and director of Mega TV.

Cynthia Hudson

More choices

Expansion

Latele Novela Network and Cine Mexicano channels are now available on Bright House Networks’ Spanishlanguage tier, Nuestro Canales, in the Tampa Bay area, in Florida. With these additions, the MSO now offers over 20 Spanish-language channels on the Nuestro Canales tier of services catering to Hispanic families in the Tampa Bay area. “Bright House Networks has been a leader in the distribution of Spanishlanguage programming, and we look forward to continuing our partnership to expand the company’s Hispanic offering,” says Ivette Méndez-Kelly, Vice President of Sales & Distribution of Olympusat’s Hispanic Networks Group.

Ivette Méndez-Kelly

Distribution

Comcast is in the middle of converting its entire platform into digital. Filemón López, Regional Senior Vice President, Comcast South Florida, points out that the whole process will be done for Miami DMA by the end of next year.

“Once this is done, the consumer will have 112 HD channels available—60 or so of them Hispanic channels (we are offering 25 now). VOD right now has about 10,000 titles, we are going up to about 20,000 and some 3,000 of those will be in HD,” says López.

Maggie Salas-Amaro, new director of Strategy for the recently launched America CV Network headed by Omar Romay, is focusing on the expansion of the channel via pay TV and with this purpose in mind is actively negotiating distribution agreements with cable operators, DTH and telcos. “The goal for the next two years is to achieve national distribution through cable and satellite, instead of having to find stations in different markets,” said Salas-Amaro.

Filemón López

Omar Romay and Maggie Salas-Amaro

www.produ.com

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Hechos, the most important news program from El Salvador, presents to all Central Americans the truth of the events in a professional, pluralistic and objective manner. The newscast is produced by El Salvador’s channel 12.

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Hosted by renowned TV personality Nelson Bustamante, along with professional experts Yanira Félix, Juan de Alba, and Pedro Armenteros, Minuto de fama is a reality competition to find one new soloist musical talent among 12 participants that were chosen from hundreds of applicants. Mariela Lariño is the executive producer.

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The most important figure of national Dominican television is found every night on Televisión Dominicana. Freddy Beras Goico brings the most enjoyable variety space to the Hispanic audience. The show is produced by ColorVisión channel 9 in the Dominican Republic.

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Created by Liberman Broadcasting, Tengo talento, mucho talento is a talent show that gives contestants an opportunity to compete for a grand prize of $100,000 and assistance in launching a career in the performing arts –as a recording artist, magician, dancer, comedian and beyond. Héctor Suárez, Patricia Manterola and Pepe Garza are among the celebrity judges.

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Produced by Globo, Chocolate con Pimienta is a fascinating Brazilian soap opera that takes place during the ‘20s in a charming little city with an economy based on the local chocolate factory.

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Attorney Ana María Polo (Caso cerrado), along with journalist Max Aub, present Persiguiendo injusticias, a space on crime investigation with a modern digital format never before seen on Hispanic television.

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Amelia Vega, Betty Monroe and Rafael Araneda lead reality-show Segunda oportunidad, produced by TV Azteca.

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Ten-part television series Life, a BBC and Discovery Channel co-production, shows the glorious variety of life on Earth and the innovative, intelligent and sometimes truly bizarre tactics plants and animals employ in order to survive.

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Hispanic TV options increasing on US pay-TV With expanded bandwidth and exclusive distribution agreements between signals and the DTH services expiring, pay TV increases its programming offer for the US Hispanic

As the importance of the Hispanic market continues to grow and bandwidth limitations are overcome, pay-TV operators are offering Hispanics more programming alternatives, more high definition channels in Spanish and a greater number of VOD hours — with a perk: FIFA World Cup 2010 matches in HD and on-demand.

There’s a lot of growth in our offer this year, in linear and on demand.”

Taylor explained that across the country the project is 50% complete and that they expect to complete 90% of the country by the end of this year.

Kim Taylor, Vice President, Multicultural Marketing, Comcast says that through their Cavalry project they are reclaiming bandwidth in each one of the markets they serve.

Marisol Martínez de Rodríguez, director of Corporate Hispanic Marketing for Time Warner Cable points out that they have added three Hispanic networks in HD: Telemundo, Univisión and TeleFutura. In terms of VOD, both Time Warner Cable and its counterpart Comcast will be offering the World Cup 2010 matches.

“The key markets where you will see launches of Hispanic channels are Philadelphia, Washington DC, Denver, Fresno, Sacramento, Atlanta, and we already have a robust line up in Chicago, Boston, Houston, Miami and in various parts of the California Bay area.

Rubén Mendiola, general manager of DishLATINO, comments that DTH’s next step would be to offer more high definition channels and a greater number of general entertainment channels for the Hispanic market. “There is a lot of high

More programming

Kim Taylor, with Comcast

Marisol Martínez de Rodríguez, with Time Warner Cable

definition among the Englishlanguage channels, but very little among the Spanish-language signals.

I believe that we will begin with sports and follow with movies.

Broadcasters such as Univisión and Telemundo are working on high definition, but the pay TV channels are not”.

Richard Ramlall, Senior Vice President, Strategic External Affairs & Programming, and Aleisha Bozin, Senior Programming Manager at RCN, stated that this year the cable operator is able to offer more Hispanic channels mainly because many of the exclusive agreements the Spanish-language channels had with DTH have expired, which frees them to negotiate cable distribution and, on the other hand, because although RCN is a small operator their network is 100% digital.

Rubén Mendiola, with DishLATINO

Future of the business

Joe Schramm, president of Schramm Sports & Entertainment, finds that there are several issues that pay TV operators must resolve in order to attain new revenue opportunities.

They must first solve the dilemma of how many of their current subscribers are Hispanic and then improve their catering to them; another revenue opportunity for the cable industry is to insert local ads in the Spanish-language channels they have on their tiers. “Very few of the current cable operators are making local ad insertions into their Hispanic digital tiers,” he points out.

Schramm foresees a lot of consolidation of existing services in the future: “I believe that once the Census data are published all this consolidation is going to happen quickly and that it will be spearheaded by Comcast.”

Maribel Ramos-Weiner

www.produ.com

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The growing market of segment-specific Hispanic signals The group of Hispanic signals that operate in the US and target specific Latin American communities continues to grow. Although considered ‘niche channels’, they have a particular audience and charm that are appealing to pay TV systems serving the Hispanic market

Several executives with these signals were interviewed about the main challenges they face as channels originating outside of the US, and about the advantages they offer to the different pay TV Systems.

Manifold challenges

According to Marcelo Spinola, director of International Distribution, TV Globo Internacional: “We are always investing in the US market.

The country was the first to receive the TV Globo Internacional signal and is one of the main destinations for Brazilians in search of a better life.

This makes the United States a strategic market for our business. We have close to 100 thousand subscribers in the US and Canada.”

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Daniel Otaola, who manages Sales of Satellite Signals for Telefe, finds that the challenges are manifold. “The first challenge is to get the president, VP or Programming director of a pay TV operation in the market to become interested in learning about us, in learning that we are available, in examining the high quality of our product. Another challenge is expanding our audience.” As Telefe is one of the world’s main producers of content in Spanish language, their telenovelas have traveled the globe and it is now not only the Argentineans who follow their productions, but also Chileans, Peruvians, Ecuadorians and other Latin Americans living in the US.

Marcelo Spinola, director of International Distribution, TV Globo Internacional

Alexis Piwonka, sub-manager of International Network, TV Chile, “The challenge in the US is to achieve greater penetration and that more Latinos and North Americans watch our signal each day.”

Jorge Roa, VP of Technology and Operations at Imagina US (Centroamérica TV and TV Dominicana), identifies two challenges: “The original quality of the content, which often does not match the quality you want for your US channel. Also, complying with television’s strict schedules, which are not followed as closely in the countries of origin as they are here.”

Ana María Puig, head of Programming for Ecuavisa

Internacional, finds that one of their greatest challenges is competing with channels based in the US. “We both target the same audience; however, our great challenge as a signal originating outside the US is to reach that audience with better programming than our competitors and with fewer resources.”

“Our main challenge is to offer programming that is in line with the needs of the emigrants. Also, to reach the US standard of quality, to make the channel profitable without having to sacrifice quality, and to persuade distributors to offer the channel to their subscribers,” states Silvia Merino, Programming VP with Canal SUR.

“We both target the same audience; however, our great challenge as a signal originating outside the US is to reach that audience with better programming than our competitors and with fewer resources” ANA MARÍA PUIG, ECUAVISA INTERNACIONAL

Daniel Otaola, Sales manager/Satellite Signals with Telefe

Strengths for the pay-TV Systems

Alexis Piwonka, sub-manager of International Network, TV Chile

Otaola believes that the main advantages for his signal lie in its standard of quality and the followers of their products. “Other strengths are the support of the Telefe brand, the audience leader in Argentina during the past 20 years, and the 12-year history of Telefe Internacional, which have rendered it a mature and renowned signal. Our advertisers are mainly Hispanic USA and our ad sales have been increasing consistently between 5 and 10% during the past three years.

Jorge Roa, VP of Technology and Operations with Imagina US

Spinola states the advantages of the Brazilian channel: “TV Globo Internacional is the international channel targeting the Brazilian audience living overseas. It is distributed by satellite, with digital quality, 24 hours a day. The channel is beamed into the subscriber homes on different platforms – IPTV, cable and satellite. Our grid includes news, live sports, telenovelas, mini-series, children and variety shows” Puig considers that one of the main advantages and the strength of Ecuavisa Internacional rests on the

Ana Maria Puig, head of Programming with Ecuavisa Internacional

fact that albeit having a multi-target programming with diverse genre and approaches, “we target a segmented market, which is the Ecuadorians that live in the US and, as a secondary market, all the Spanish-speakers living in that territory.”

The main advantage for TV Chile according to Piwonka is the fact that it is a consolidated signal, produced and emitted by one of the most important broadcasters in the region, with world-class content and cutting-edge technical resources that will be totally HD by 2012.

Silvia Merino, VP of Programming with Canal SUR

“We have opted for creating a centralized infrastructure where we gather all our channel feeds. Whether via satellite, submarine fiber optic cable and even IP streaming, we collect the signals and then build a proprietary channel with its own identity, originated in the US for the US market. Having a first-hand knowledge of the culture is one of the greatest strengths we offer cable operators and DTH systems in the USA,” states Roa is their advantage.

Maribel Ramos-Weiner

www.produ.com

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p e r s o n a l i t y

Alberto Santini Lara, with Azteca América “The next step is to produce locally” General director of Azteca 13, Azteca Novelas and executive VP of Programming, Production and Marketing for Azteca America, Lara considers that this combination of roles allow him to effectively program for both the Mexican and the US markets, leveraging on the vast resources of TV Azteca

Alberto Santini

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Tell us about the challenge of directing the programming for both TV Azteca and Azteca America and telenovela factory Azteca Novelas?

“Basically it is a huge challenge. There is a lot of responsibility involved in developing the programming and production strategies for a network as important as TV Azteca. It is a great responsibility, but I have great passion in doing this. Although it is not an easy task, with the passion and the team that I am building we have achieved our goals, we are progressing and we are doing a good job.”

What does ‘the new era of TV Azteca telenovelas’ mean?

“The new era of telenovelas refers to the underlying commitment with our audience to provide them with great quality, great casts, great stories and super productions; stories that pull the family together and reach their hearts with aspirational characters they can identify with. This is the commitment and, essentially the new era of TV Azteca telenovelas.”

What have you found are the main differences in programming for the Mexican and US Hispanic audiences?

“In regards to the telenovelas there are no fundamental differences, since the telenovela deals with feelings that are universal. There is more variation in terms of the rest of the programming between the needs of the US Hispanic audience and the needs of the audience here in Mexico.

When we live in the US we have a longing for our roots, for things that you can’t find around the corner like mariachi music or grupera music, for details about the Mexican artists that you perceive as distant, details that don’t know too well because you are in a different country.”

“Product integration and brand integration can be done, but in an organic manner, in a way that the quality of our content is not diminished, that we protect both the brand and the content and that our audience is not misled by the content”

La loba

Vidas robadas

When is it vital and necessary to produce locally for Hispanics?

“In news, for example, we must have a local presence; the audience must feel that we are close to their communities, close to them. We must create programs that assist them, but mainly news or live shows where local people can go and feel they are part of it.”

Is there a smart and successful way to integrate brands and products into the original programming?

“Product integration and brand integration can be done, but in an organic manner, in a way that the

Quiéreme tonto

quality of our content is not diminished, that we protect both the brand and the content and that our audience is not misled by the content.”

Do you have an example of successful product placement to share?

“In one of our telenovelas, for example, one of our characters within a given profile arrives home with a large number of bags from a certain supermarket or apparel store and begins talking to her sister, who tells her, “Look at this. Didn’t you say you just needed a dress?” and she replies,

Segunda oportunidad

Milagros de los santos

“Well, excuse me, but you wouldn’t believe how good the prices were and what beautiful things they had,” but they never mention the store brand —which could be Sears, Palacio del Hierro, Macy´s, Target, and the message is organically integrated. Here, we place the brand within the content as a natural part of the scene and people clearly understand that they are talking about a specific store brand.”

content, to program original content that is being successful in TV Azteca Mexico and to try to strategically place it on a grid, for a target that has been properly identified in order to satisfy audience needs. In many of our shows, such as Lo que callamos las mujeres, and Milagros de los santos, we discuss situations that directly affect or relate to Hispanics in the US and are equally interesting here in Mexico and in the USA.”

Where is Azteca América heading next?

“Our next step is to produce locally, especially in Los Angeles; to recover

Maribel Ramos-Weiner

www.produ.com

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s p o t l i g h t

Luis Silberwasser

Los generales del fútbol

Discovery Familia is the next great bet on the US Hispanic market “The Hispanic market has been an important bet for Discovery and it has rendered very positive results,” says Luis Silberwasser, international head of Content with Discovery Networks International and general manager of the company´s US Hispanic Group.

Silberwasser explained that the first quarter of 2010 was the best quarter yet for Discovery en Español, and that the channel is now positioned as the second cable channel in the US in ratings and impressions, preceded only by Galavisión. “It is an important achievement that five years after launch we reach this position, and we

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Leonardo Alvarado

Televistazo dominical, Ecuavisa Internacional

Alterna´TV channels increase distribution

The executive points out that they want to replicate the success of Discovery en Español with Discovery Familia, their current significant bet within the Hispanic market. “We will experience yet another ‘growth spurt’ with Discovery Familia and Discovery Kids en Español. It is our second most important priority”.

Distribution of Telemicro Internacional and Ecuavisa Internacional, two of the signals in Alterna´TV’s US portfolio, recently began in Florida via Comcast.

Leonardo Alvarado, the company’s general director, explains that this launch in Florida is pivotal: “Distribution will progress along Comcast’s footprint throughout South Florida, which is very important to us because there is a sizeable colony of Ecuadorians and Dominicans in the areas of Tampa and Orlando.”

DirecTV Más, DishLATINO, Time Warner Cable, Charter, Cox, Verizon and others are carrying the channel.

Alvarado points out that Comcast is doing an amazing job at migrating all their systems to digital: “They are one

are also experiencing significant commercial success in terms of advertising and client and affiliate satisfaction.”

of the most technologically advanced cable operators out there.

We had had many problems with our progress in Florida, precisely because there was no bandwidth available.

Comcast’s fiber optics provide us with the opportunity of having more channels. We will be working very actively with them on this market takeover during the rest of the year in order to highlight even more the virtues of our channels.”

Additionally to this distribution, Alterna´TV will soon have the Once Mexico channel in Tampa and Orlando on the Bright House Networks grid.

Bright House Networks is the ninth largest multichannel video programmer distributor (MVPD) in the US with 2.4 million customers in several large cities including Tampa Bay and Orlando, Florida; Bakersfield, California; Indianapolis, Indiana; Detroit, Michigan; and Birmingham, Alabama; along with several other smaller regions in Alabama and the Florida Panhandle.

Bright House Networks owns and operates four 24-hour local news operations; Central Florida News 13 and News 13 en español serving the Orlando area, and Bay News 9 and Bay news 9 en español serving the Tampa Bay area. In addition, Bright House Sports Network provides local sports coverage across Tampa Bay and Orlando Brighthouse.com

J. Christian Fenger

President, Central Florida D irector Multicultural D ivision Affairs

Iris González

Mike Nieves

Multicultural S ales M anager

Mike Robertson

President, Tampa B ay D ivision

J. Christian Fenger is the president of Bright House Networks Central Florida Division.

Fenger came to Bright House Networks after serving as Senior Vice President of Operations for the North Central Region of St. Louis-based Charter Communications.

Fenger serves on the board of directors for the Central Florida Chapter of the American Red Cross, the Heart of Florida United Way, WFME, Channel 24; the Florida Hospital Cardiovascular Institute board of directors, the Central Florida Council of Boy Scouts of America, and is actively involved in local aviation organizations.

He is a supporter of the multicultural community in Central Florida.

Iris González is the director for Multicultural Affairs for Bright House Networks. González is responsible for spearheading the Tampa Bay division’s multicultural efforts towards identifying and meeting the needs of Bright House Networks customers across cultural boundaries.

González’s focus is on developing and implementing strategies among internal resources to deliver video programming, high speed Internet and home phone services that satisfy the interests and needs of Tampa Bay’s diverse community.

González works to expand and strengthen relationships that Bright House Networks has with customers across all backgrounds and continuously seeks to draw upon the diversity of Bright House Networks employees to aid in the delivery of the best customer service.

Mike Nieves is the Multicultural Sales Manager for Bright House Networks in both Central Florida and the Tampa Bay Divisions. He is responsible for Bright House Media Strategies employee training, revenue development, and the expansion of digital and inter-active platforms.

In addition, Nieves’ spearheads the Media Strategies division’s multicultural efforts by helping advertising customers navigate across cultural boundaries.

Additional focus is placed on developing and implementing strategies to best market Bright House Networks’ line-up of Spanish language networks to the business community.

Mike Robertson is the president of the Tampa Bay Division for Bright House Networks. He has worked in the cable television industry for 30 years in the area of finance, management and operations.

Robertson’s community involvement includes Big Brothers and Big Sisters, Junior Achievement and he also serves on the board of the Florida Cable and Telecommunications Association.

Robertson has a commitment to excellent customer service and has a keen sense of “people management” when it comes to employees who serve the public 24 hours a day, seven days a week. Robertson supports the multicultural affairs department in their efforts to expand and strengthen relationships with the community.

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Will the cable industry save the U.S. Hispanic Advertising Market?

By M a rce l o S a l u p C M O an d M e d i a D irec tor at D MG S ol u tion s

Three

items:

We l c o m e

pay

TV

6 0% of U.S. Hispanics were born in the U.S. (1) Even 60% of Mexicans were born in the U.S. (2) 88% of the 2nd and 92% of the 3rd Generation say they speak English “very well” (3) 76% of all Hispanic homes have some kind of Pay TV (4)

First, cable networks seem to be the only ones picking up the inter-generational gauntlet. Mun2 and MTV Tr3s go after 2nd- and 3rd-generation Hispanics. Galavisión, ESPN Deportes, Fox Sports and Discovery en Español have focused offerings that can appeal to all Hispanic generations.

What Hispanic agencies do with these 2nd- and 3rd-gens will be pivotal to their futures. Surrender them –as many have—and Hispanic agencies are doomed to two things:

Second, pay TV is in a privileged position: small enough to turn on a dime and, with its dual-revenue stream (subscription and advertising) able to take risks.

1. Exist in a small and possibly shrinking market 2. Buy only Spanish-language media, weakening their negotiating position

Third, the platform itself seems to be a fertile incubator. GolTV, ATM, Cine Estelar, Cine Nostalgia, Mexicanal… all began as experiments.

In a small informal poll among a dozen media reps all but two named English-language programming when asked about specific programs that appeal to 2nd- and 3rd-generation Hispanics.

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Fourth, the ability to really appeal to 2nd- and 3rd-gens via 360° media: cable, Internet, mobile.

S o,

w h a t ’s w r o n g w i t h

this picture?

First, not much proof that 2nd- and 3rd-gens are actually watching.

Nielsen itself doesn’t separate 2ndand 3rd-gens, so it is impossible to get accurate figures.

Second, small audience numbers.

Galavisión, the undisputed 800-pound gorilla in Hispanic cable delivers an average of 141,000 Hispanic Viewers 2+ in prime (M-Sun 7-11pm); Discovery drops to 94,000 and #5 in the list, ESPN Deportes does only 46,000 (5).

Third, unrealistic pricing considering the lack of definitive proof and small audience figures.

Yet Pay TV is probably the most realistic solution that Hispanic agencies have to re-take the 2nd- and 3rd-gens into our fold.

What

should happen?

Actually, from the pay TV side, not a lot: roof that 2nd-and 3rd-gens actually P watch –and this doesn’t mean long and expensive research; continuous online polls and surveys would be great.

Extend the research to the 360° media More realistic pricing for the size of audience and inconclusive proof Help agencies and clients to track results… willingly.

Where major change probably needs to happen is from the agency and client side: bviously, work with Pay TV O channels to improve the research available and work with what exists.

Be realistic: you are going to need multiple creatives to appeal to 1st-, 2nd- and 3rd-gens; so expand the creative and production budget.

Track mercilessly; how are you going to know if something works if you don’t track? Traditional tools –ratings, R/F—are basically useless for this.

Use the entire 360° spectrum to get these results.

The recent controversy regarding “traditional” and “GM”-based Hispanic agencies only serves to highlight just how tenuous the whole situation really is. Time for Hispanic agencies to recuperate 2nd-and 3rd-gens.

(1) & (2) PEW Hispanic Research; Synovate puts the number of Hispanics born in the US at 56%; (3) PEW Hispanic Research (4) CAB (Cable Advertising Bureau) (5) Nielsen

D

i s h

LATINO

and

U

Rubén Mendiola, general manager at DishLATINO, and Carlos Martínez of Fox Latin America Channels

P

r e s e ntat i on

t i l í s i m a

Chef Lorena García and DishLATINO’s Rubén Mendiola

o f

T

e l e m undo

Don Browne, president of Telemundo, with actress Kate del Castillo and Patricio Wills, head of Telemundo Studios

P r e s e ntat i on

in

p a r t y

Miami

’s L

Kate del Castillo, lead actress in La reina del sur

of the

r e ta i l e r s

i n

Marcio Fonseca, VP for Mexico and Central America with Fox Latin America Channels

r e i n a

d e l

M

i a m i

Rubén Mendiola and Carolyn Crawford, VP of programming with DISH Network

s u r

Kate del Castillo and Patricio Wills of Telemundo Studios

2 0 1 0 M a s t e r s G ol f T ou r na m e nt

The Comcast team: Tom Zemaitis, Jeanie Hernández, Lucía Rodríguez, Filemón López, Klay Fennell, Spero Canton, Tom Autry and Dawn Stagliano

A group of attendees enjoying the Comcast presentation on a 3D screen

a

f o r

Don Browne of Telemundo and Kate del Castillo during the presentation

in

3D

by

C o m ca s t

Rick Narváez of Best Buy Sawgrass with Filemón López and Spero Canton of Comcast South Florida

Dawn Stagliano from Comcast with Frank C. Ortis, Pembroke Pines Major; John “Footy” Kross, radio personality and Filemón López from Comcast

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