WebPDF-ProduH-5-2

2010

8th Annual Hispanic TV Summit presented by Multichannel News and B&C

Florida Media Market

Comcast

and

Bright House Networks

bet on

F l o r i d a´ s

diverse

Hispanic Market

Did you know that U.S. hispanics represent one in every ten households in America?

According to U.S. Census estimates by 2020 18% of the U.S. population, or 60 million people, will identify themselves as hispanic.

ALTERNA'TV 速 can help you reach the most diverse and high-income Hispanic households through leading Latin American channels and content that the Hispanic communities living here instantly recognize. Give your subscribers the chance to enjoy the flavors from home by offering authentic and relevant programming.

www.alternatv.us

With a spectacular diverse viewpoint, Once TV México provides you with a closer look at the finest programming the country has to offer. With all new original programming and continuing series featuring brand new episodes, we continue to offer a safe, reliable atmosphere for the entire family.

With exclusive rights to the Ecuadorian soccer league, Ecuavisa is highly recognized by the Ecuadorian community in the U.S. for its strong positioning in the local Ecuadorian market.

Featuring all of the expressions of Latin American culture, Canal 22 Internacional is an arts and entertainment channel that offers creative and interesting programming with a sophisticated on-air image.

Lationamerica Television brings home the best programming from Chile, Uruguay, Paraguay, Bolivia, Argentina and Venezuela, as well as original newscasts supported by BBC, APTI & Accuweather.

Telemicro Internacional features both entertainment and news programming produced in the Dominican Republic and is the most powerful media from the country available in the U.S. today.

Latin American Sports is a 24-hour Spanish-language sports channel that brings the Boricuas, the widest coverage of the sports action of Puerto Rico, to viewers as they have never seen before. The channel was created specifically for the sports fans that seek local coverage of their favorite sports from Puerto Rico, Cuba and Mexico.

Mi Cine brings viewers the most renowned Mexican movies and celebrities including Pedro Armendariz, Pedro Infante, Maribel Guardia, Rafael Inclán, Lorena Herrera, and more.

A leader in Michoacán, the regional channel produces original programming in the U.S. that promotes participation of Mexicans living here and abroad.

Broadcasting more than 40 different sports, AYM Sports features the widest array of regional sports coverage from Mexico.

Planet X features exclusive coverage and news of the best extreme sports action and the world’s top extreme sports athletes from around the planet.

Dedicated entirely to travel and tourism, Sun Channel offers both entertaining and informational programming on traveling to different locations throughout Latin America and the Caribbean.

The musical TV channel Solo Tango is for all audiences who enjoy or want to learn more about the exciting world of Tango! Programming includes documentaries on the dance’s most legendary personalities and concerts from the most privileged places in Argentina.

Maricela Hernández - Afiliates Sales

maricela.hernandez@alternatv.us / Ph. + (52) 55.26.29.58.20 www.alternatv.us

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The way of the future

Programming

TBN Networks signed an agreement with Apple for the distribution of its five inspirational networks –including TBN Enlace and Enlace Juvenil- as an application for Apple’s iPad, iPod, and iPhone, among other devices. “This is the way of the future, not just on the mobile devices, but going to the TV set and bypassing cable and satellite, being able to get the programming,” said Bob Higley, Vice President of TBN Networks.

Bob Higley

Sergio Romero

Transformation

Grupo Baral, under the leadership of Luis Baraldi, has become a sports marketing and media agency with two main divisions: sports marketing (purchasing and selling of sports TV rights with emphasis on soccer), and the production of programs such as México lindo y querido and Fútbol de mis amores. “We are immersed in sports marketing and media, and soccer is our main engine. Soccer is the most commercial sport, the most viewed; the sport where both our clients and friends ask us to do more,” said Baraldi enthusiastically.

New head at mun2

Luis Baraldi

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

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Azteca América announced the appointment of Sergio Romero to the position of Programming Manager.

Romero will report directly to Alberto Santini Lara, Executive Vice President of Programming, Production, and Marketing, working in close coordination to refine the Azteca América network grid to reach the broadest appeal for Hispanic audiences. Romero began his television career with local stations in Denver and Houston. He was then given the position of Network Producer of Programming and Promotions for Telemundo, and later, Director of Promotions for Univisión.

Diana Mogollón has been named General Manager of mun2. She will report to Jacqueline Hernández, Chief Operating Officer of Telemundo. In this role, Mogollón will focus on developing and driving the mun2 television strategy and providing operational leadership across the business. In collaboration with the organization’s senior management, she will be responsible for identifying opportunities for mun2 that will drive ratings, digital traffic, and align the organization for future growth.

Diana Mogollón

ADMINISTRATION: María Paula Capuya, Luciana Conde, Gueylin Méndez

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

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

Lucas Robledo, Constanza Kong, Horacio López, María Eugenia Gómez - SALES &

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

CUSTOMER SERVICE: Roko Izarra, Valeria Nardecchia, Sebastián Novacovsky, Mara Fernández, Amy Ibarra, Kalú Fermandois - PRODUCTION: Andrea Jurado - DATA:

Kondracki - SUBSCRIPTIONS: Elangy Trujillo 37 NE 28th St. Miami, FL 33137, EE UU - INFO: info@produ.com; ventas@produ.com;

Francisco Gutiérrez, Paula Burela, Cintia Baudino, Diego Burela, Andrea Pereyra

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

www.produ.com

Expansion

Mega TV’s current challenge in the U.S. is to slowly replace its infomercial programming for original content, and to expand its current programming schedule to a noon to midnight schedule with original programming and telenovelas. “Mega has undergone a wonderful transformation. It started with a success and a novelty that won over our audience’s hearts. Along the way, with the economic downturn, it started suffering like many other companies.

These past few months we have turned it around in terms of our image, our production and our talent,” said José Pérez, VP of Programming of Mega TV.

José Pérez

A first

For the first time in the U.S., Telemundo premiered their telenovela Las Aparicio (from Argos and Cadenatres of Mexico), on their digital platform before it aired on TV. Esperanza Garay, Senior VP of Sales and Acquisitions for Latin America at Telemundo Internacional, said that, “in light of the fact that the Telemundo grid is already defined and that we believe in our product Las Aparicio, we studied the alternatives and decided to launch on telemundo.com. To this end we developed a partnership with MSN Latino and the novela is available on video on demand (VOD).”

Strong year

Joe Ramos, President of WAPA-TV, is hopeful 2011 will be a strong year.

“We are planning to produce specific programs for WAPA América in 2011.

There is much interest from Hispanic producers in the U.S. to use WAPA América as a distribution outlet for their productions,” commented Ramos.

The executive also said that within 12 to 18 months WAPA América will launch a feed in high definition (WAPA Puerto Rico already airs in HD).

Joe Ramos

Distribution

When asked about the relationship between Olympusat and small- and medium-size cable operators affiliated to the NCTC, Ivette Méndez-Kelly said one of the greatest challenges is to convey to these systems the benefits of carrying Hispanic channels. “We have already had several launches with NCTC members, but we are in the process of developing new market strategies to reach all members,” she added.

Esperanza Garay

Ivette Méndez-Kelly

www.produ.com

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Opportunities

Promotion

During The Independent Show, José Antonio Espinal, COO of Somos TV, said that they are currently in negotiations with the National Cable Television Cooperative (NCTC) and the American Cable Association (ACA) to add their channels, VeneMovies and Semillitas, to some of their affiliate systems. “We’re about to close a deal with NCTC and, given the growth of the Hispanic population in the U.S., there are plenty of opportunities with the small- and medium-size cable systems,” said Espinal.

José Antonio Espinal

Marc Zimet

New hire at SíTV

Exit

Rafael Oller, who served as Senior VP of Marketing and Promotions at Warner Channel Latin America, has accepted a job with the Hispanic network SíTV where he will be in charge of Marketing and Promotions. Oller will be based in Los Angeles, California.

For Oller this move makes a lot of sense given the growing importance of the Hispanic market in the U.S.

Rafael Oller

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www.produ.com

Marc Zimet has been promoted to Vice President of Music Programming and Talent Relations for MTV Latin America (MTVNLA) and Tr3s: MTV, Música y Más.

In this role, Zimet will be responsible for developing, implementing, and managing the pan-regional music strategy for MTV/Vh1 Latin America, as well as the music strategy for Tr3s: MTV, Música y Más in the U.S.. Zimet will be the primary liaison between MTVNLA/Tr3s and artists, record labels, management companies, and talent agencies based in the U.S., Europe, and Latin America.

Boston-based private equity giant ABRY Partners completed its acquisition of RCN Corp Thursday, and appointed Steve Simmons and Jim Holanda to head up the newly private company. ABRY Partners acquired RCN in a deal valued at about $1.2 billion.

As a result, Richard Ramlall, RCN’s Senior VP of Strategic External Affairs & Programming, will be leaving the company after the completion of this deal. “It’s been a fantastic ride and our CEO Pete Aquino and the rest of our senior management team have achieved an incredible track record,” said Ramlall.

Richard Ramlall

Campaign

Azteca America announced the successful launch and execution of another multi-platform campaign.

Earlier this year, Azteca America partnered with the Zubi Advertising agency to bring the Ford F150 brand alive on its flagship Box Azteca property. “We are honored to welcome Ford to our network as exclusive automotive partner of Box Azteca. We worked for two years with Zubi Advertising to make this happen and look forward to extending our partnership into 2011,” said Bob Turner, President of Network Sales of Azteca América.

Bob Turner

For preschoolers

For Doris Vogelmann, Director of Programming of Vme, the launch of Vme Kids, a 24-hour signal with exclusive programming for preschool-age kids, was logical. Ever since the launch of Vme, they wanted to do spin-offs, and that is why they do not rule out other launches in the future. The channel was originally debuted on AT&T’s U-verse. “Vme Kids is the first channel with programming for Hispanic preschoolers. It’s 24 hours without repeats, which gives audiences more flexibility.”

Refresh

Venevision International (VVI) is renewing the format and content of two variety shows it produces for the Hispanic market: ¿Quién tiene la razón? and Tu desayuno alegre, which have been on the air for more than eight years. Juan Andrés Rodríguez, VP of Production of VVI, said that the changes to Tu desayuno alegre will be more content and the switch to high definition in 2011. For ¿Quién tiene la razón?, they are looking for new characters to complement the show host Nancy.

Juan Andrés Rodríguez

Sponsors

The Univisión Network announced AT&T, Chevrolet and Target as key sponsors of its newest reality dance competition ¡Mira quién baila! (Look Who’s Dancing!), a Univisión Studios and Endemol production. “Univisión Studios’ latest co-production offers our partners a compelling new platform to engage Hispanic consumers,” said David Lawenda, President of Advertising Sales and Marketing of Univisión Communications, Inc.

Doris Vogelmann

David Lawenda

www.produ.com

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Multi-platform

Jacqueline Hernández

Telemundo announced a partnership with General Mills and its Yoplait Light brand on a multi-platform integration to air on Telemundo’s latest original production, Alguien te mira. “We are thrilled to partner with General Mills and are working with them on a unique brand integration featuring the Yoplait Light brand and creating awareness for achieving a healthier lifestyle among our audiences,” said Jacqueline Hernández, Chief Operating Officer of Telemundo. The partnership consists of a two-month long initiative incorporating an event, national broadcast, radio, and digital extensions.

More distribution

TuTv´s networks Bandamax and Ritmoson Latino have been added to the AT&T U-verse TV lineup nationwide.

This addition brings the total to five TuTv networks, including De Película, De Película Clásico, Telehit, Ritmoson Latino, and Bandamax, available in the AT&T U-verse Paquete Español package.

“TuTv has the unique ability of combining marketing expertise with the viewer demand generated by the five channels’ extensive distribution and solid ratings in the U.S. and Latin America,” said Chris Fager, President of TuTv.

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www.produ.com

Extended schedule

Luca Bentivoglio

KJLA-57, LATV’s Los Angeles ownedand-operated full power station, has added a line-up of seven additional hours of original programming, Monday through Friday from 6am PT to 1pm PT. KJLA-57 will now feature 16 consecutive hours (6am-10pm), of LATV’s content. “Our steady distribution growth and our commitment to programming that is current, young and fresh, are fully complemented by KJLA’s local reach and audience loyalty,” commented Luca Bentivoglio, LATV’s Chief Operating Officer.

Advertising sales

Chris Fager

América CV Network (CV24-Puerto Rico), announced the appointment of Javier Castelblanco as Sales Manager for CV24.1 and CV24.2 in Puerto Rico.

In his new role, Castelblanco will be responsible for the advertising sales of the four stations on the island, CV24, WJPX, WIRS, WKPV and WJWN, while he coordinates and monitors the performance of the sales executives of the stations. This appointment reflects the continued growth and expansion of America CV Network, a new media company controlled by América TeVe in Miami, Florida.

Javier Castelblanco

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A new half-hour show, TuBebé is hosted

by Minerva Borjas, a charismatic and well-informed young mother who offers practical tips and helpful information about conception, pregnancy, and infant care for current and soon-to-be parents.

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Go behind the scenes with co-creator, executive producer and host, Paula Garcés as she explores the latest fashion trends and sits down with some of today’s biggest artists. From the hottest fashion in the tropical island of Puerto Rico to the runway looks in New York City, the all-new cycle of six-episodes of the The mun2 look features top trend-setting celebrities.

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¡Mira quién baila!, produced by Univisión Studios and Endemol, is an exciting reality dance competition that pairs some of the most beloved Hispanic celebrities with amateur dancers. Ten celebrities will compete in front of a live audience every week, dancing to a variety of rhythms, and will rotate partners to demonstrate their versatility on the dance floor.

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Chepina Peralta, the most emblematic food representative in Mexican culture will prepare her famous recipes for simple, delicious and healthy eating on Chepina en tu cocina. Chepina will use the show to share her rich experience with the audience, armed with a clever menu and special programs that fuse traditional E W E W E W I R S T N N N F Mexican history with modern gastronomy.

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The show that has become a hit in the U.S., Mexico, and Latin America, returns to television with a renewed format, finding and showing the most startling stories from real life. Among the new segments are Casos resueltos, El túnel de los desgraciados, and Salas de ayuda.

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Produced by Telemundo at Telemundo Studios in Miami, the novela is a version of the original format under the same name from TVN Chile. Danna García, Christian Meier, and Rafael Amaya are the main stars. Alguien te mira is a story full of mystery and drama that revolves around the lives of four friends who witness a murder.

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The Levi’s brand kicked off production of an iconic journey of five young American Latinos traveling along the Pan-American Highway to discover more about themselves and their roots. The travelers’ adventure from Alaska to Argentina is captured by Discovery en Español on this I F T H I X T H O R T H S F F 10-episode reality series that follows them every S Sstep of the way.

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The Green Balloon Club (El club del globo verde), revolves around a team of young wildlife enthusiasts who travel in their balloon investigating all things green and natural. The show’s executive producer is Alison Stewart, who is also responsible for other CBeebies hit series such as Tweenies and Kerwhizz.

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Alberto Santini Azteca América

Daniel Otaola Telefe

Alejandro Quintero Televisa

Colleen Glynn Olympusat

“We will continue taking risks by weaving novelas in a different fashion.

Television has its highs and its lows.

We don’t have a crystal ball, but I can assure you we do work with passion; we work hard for our audience. We are taking risks by doing something different. We respect the melodrama in telenovelas, but we are telling the stories in a different way.”

“In early 2010, Telefe created a unit dedicated to generating digital content for Internet, mobile phones and other new platforms. We are focusing in developing advertising sales in these markets. The pay-TV signal of Telefe Internacional continues to focus its advertising sales on the U.S. Hispanic market, where it already has several advertisers and campaigns.”

“We have been realizing that the argument of which medium is the most important is no longer relevant.

What is important is the ability to evoke emotions, because that unifies and complements media. Emotions are the only things that make consumers become involved with the content and the advertisements.”

“With programming created by Latinos, for Latinos with the entire family in mind, TV Chile and Cine Mexicano are prime examples of the well-rounded Spanish-language networks that we have to offer. By staying true to the Hispanic audience and understanding its diversity, our Olympusat networks have become very popular among Latinos in the U.S.”

Dan York AT&T

Luis Torres-Bohl Mexicanal

David C. Joyce Miller Tabak + Co.

Jim McNamara Panamax Films and Pantelion

“Whatever it is that you and your family love to watch, and in whatever language you want to watch it in, we want to make sure that AT&T U-verse TV has it. Our U-verse TV Spanish packages deliver more programming and more value for your dollar.”

“We still think this is an audience that needs our services. It needs the information, the news, and the contact we provide with their places of origin.

We promise to continue fostering our relationship with the audiences of the states we represent, such as Jalisco, Michoacan, and Guerrero.”

“Small cable operators have to prepare their networks for growth.

The conversion to digital is imperative at any cost and as soon as possible so that they can offer interactive advertising capabilities and wireless video applications. Having a digital network will give them access to new revenue sources such as HD, VOD, DVRs, and home security systems.”

“There’s an enormous demand among U.S. Hispanics for quality, relevant Latino film, which is only going to continue to grow. We are excited to deliver that content through Pantelion, in collaboration with two of the world’s leading production and distribution companies, Televisa and Lionsgate, and an unprecedented partnership with some of the largest movie theater chains in the country.”

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o p i n i o n

Competition for U.S. Hispanic TV is harder than ever!

Le o n a rd o Al va ra d o G e n e ra l M a n a g e r, Intellimedia, LLC

All the industry players have been tuning up their TV offerings for the U.S. Hispanic market. New technologies such as switch video have been strong allies for the MSO’s, allowing them to improve the size and quality of their packages. Direct-to-home operators have been replacing old set-top boxes with new MPEG4 devices capable of receiving a lot more channels with better quality, including Hi Def feeds, and telephone companies have been integrating home services with an incredible amount of bandwidth as well. Now, digital TV over the air will also be playing a role in the multi-channel field.

Who is going to win the multi-channel game? The answer is not simple.

Many things will have to be considered to figure out how the industry structure will change.

For example, digital TV could become a valuable alternative for the consumer. In places like Los Angeles, it will be possible to get HD feeds and close to 70 SD ethnic channels free of charge by using roof antennas as opposed to the 50 or so channels available from pay-TV operators with packages that range from $20 to close to $100 per month.

Distributors need to work closely with independent programmers. The quality of the feeds, their relevance, and the finances to produce new and fresh programming are going to be the keys to competitiveness.

Distributors tend to believe that the programmers should approach to them only with products that are very well established in their local markets, thus leaving behind the opportunity of creating new feeds capable of reaching new niches.

Hispanics in the U.S. are getting more sophisticated. They improve on the socio-economic scale every year, they are early adopters, and they work

hard to improve their quality of life.

Finance-related issues and healthrelated matters, for example, are becoming more and more relevant to them, and just a few TV channels are briefly addressing these topics on a regular basis. Advertisers from different industries are not investing in Hispanic TV because the content relevant to them is not available. The industry needs to address new topics like healthy living or wealth creation or small business management or immigration issues in a way that can also be entertaining and informative for these audiences.

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10 MUJERES... 20 RETOS... Y SÓLO UNA SERÁ LA NUEVA DIVA DE CASA CLUB TV PRIMERO FUE VENEZUELA Y AHORA COLOMBIA. 10 TALENTOSAS MUJERES COMPITIENDO POR SU SUEÑO… TENER SU PROPIO PROGRAMA EN CASA CLUB TV.

EDICIÓN COLOMBIA

“VIENA RUIZ, CONDUCTORA DEL REALITY”

EPISODIOS INÉDITOS: JUEVES REPETICIONES: MIÉRCOLES, VIERNES Y DOMINGOS Marcello Coltro, Vicepresidente Senior de Ventas y CMO mcoltro@mgmlatino.com - Tel: (1305) 648-5226 Ricardo Montagnana, Director Senior de Mercadeo rmontagnana@mgmlatino.com - Tel: (1305) 648-5246 Carlos A. Dellocchio, Dir. de Ventas de Afiliados para América Latina cdellocchio@mgmlatino.com - Tel: (5411) 5291-6248

p e r s o n a l i t y

Emiliano Saccone

“Utilísima came to occupy a unique place in the Hispanic market” The Executive VP of Global Content of Fox International Channels and Managing Editor of Fox Latin American Channels, believes that the company’s investment with Utilísima in the U.S. represents a great opportunity because the Hispanic pay TV market has not yet matured

How did the idea come about to launch an Utilísima feed exclusively for the U.S. Hispanic market?

“Utilísima, a Latin American brand, always had a natural affinity to traveling through any and all territories with Spanish-speaking base. Being one of the few channels that produces 100% of its content locally allowed us to quickly expand outside Argentina.”

Emiliano Saccone

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How did the channel change once acquired by Fox? “Ever since we started the acquisition of Utilísima, we basically modified all its content and made it neutral and pan-regional, thus increasing its value and the desire factor for American distribution platforms. At the same time, Newscorp is a company with an

ever greater presence in the Hispanic market through Fox Deportes, which today is the second most widely distributed Spanish-speaking channel. Obviously that generated natural synergies.”

Within Utilísima’s target segment, how is it positioned compared to other signals?

“Despite being a channel focused on women, Utilísima has a very broad offer within that segment. It is attractive to women of all types, ages and professions. Utilísima came to occupy a unique place in the Hispanic market. There is no competitor that can offer a similar value. The channel is 100% lifestyle, 100% in Spanish and original.”

What is the channel’s original production strategy?

“Above all, to produce content relevant to the largest demographics within the U.S. Hispanic market.

Knowing that we would have an aggressive expansion strategy in the U.S., about two years ago we started producing a lot more content with talent from Mexico, Colombia, Central America, Venezuela, Cuba, and Puerto Rico. For the U.S. feed we produced upwards of 500 to 600 hours of new content per year.”

How is the talent selection for the channel’s programming?

“Historically, Utilísima does not have a strategy based on star power. The content strategy has to do with developing talent that is not

“From the perspective of the pay TV business, the U.S. Hispanic market has nowhere to go but up. There is still some disparity between cable’s share and the share of advertising expenditures. That is where we see a great opportunity.”

Manola Diez host of Plan belleza

Martín Llorens from Hola Martín: Estilo de vida

Maggie Hegyi, presenter of Tienda de diseño

Lisset presents Actitud femenina

necessarily well established, but that does have special abilities on the screen. These abilities relate to the fundamental programming pillars that make Utilísima: cooking, home improvement, gardening, health, and beauty. For the U.S., we also added personalities recognizable to Hispanics, such as Chepina Peralta and Martín Llorens.”

and Colombia with talent from these countries, it is still practical and cost-efficient to continue producing from Buenos Aires rather than doing it from the U.S.”

TV business that is not stagnant, that it’s not 100% mature.”

“We are absolute owners of our content. We don’t have to deal with third parties regarding whether we can do certain types of integrations or not. This is a value proposition that is not common in the Hispanic market. If we add to that a powerful digital arm that enhances the brand experience, then you would understand why so many advertisers, even without concrete viewership figures, are more than willing to invest in a partnership with Utilísima.”

Are there plans to produce local content in the U.S.?

“It is not in Utilísima’s immediate plans to produce locally for the U.S. Hispanic market because the channel has a unique production model. We produce all the content in seven studios in Buenos Aires. Even as we produce lots of content for Mexico

What does this investment in the U.S. Hispanic market represent within Fox’s strategy?

“From the perspective of the pay TV business, the U.S. Hispanic market has the potential for growth. There is still some disparity between cable’s share and the share of advertising expenditures. We see great opportunities there. It will undoubtedly grow.

We’re working on it and there are very concrete opportunities. Clearly, this represents a portion of the U.S.

How receptive have advertisers been?

“Utilísima will soon start being measured by Nielsen. Even without that, I swear I’ve never seen such a response and curiosity on the part of the advertisers. We have a concrete goal of securing big brands, especially of consumer packaged goods. Despite Utilísima not being measured by Nielsen yet, some of these brands are already more than willing to be our partners and be part of our growth.”

Maribel Ramos-Weiner

What advantages does the channel offer for brand integration?

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f o r u m

Independent cable operators face challenges trying to add Hispanic channels Small cable operators affiliated with the National Cable Television Cooperative (NCTC) and the American Cable Association (ACA) argue there are not more Hispanic channels on their grids due to the current structure of cable packages

“There are many obstacles to creating a channel package tailored specifically to Hispanics. In a few markets, some of the traditional Anglo channels are being removed so that Hispanic packages can be created,” said Jeff Abbas, President and CEO of National Cable Television Cooperative (NCTC).

However, this is happening in the larger markets. The smaller ones are still trying to come up with a formula

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to offer Hispanic programming that is relevant and economically viable.

“It’s not easy. We have to break the current cable paradigm. The successful cases are newly designed companies with novel offers, which have gotten away from traditional video,” said Abbas. He also indicated that in other instances, even NCTC has been forced to rescind their contracts with Latin channels such as GolTV, in order to allow them to negotiate directly with the

cable systems and thus obtain better prices.

Abbas indicated that another way of including more Hispanic channels is through brokerage companies that represent several Latin programmers.

“This is a more efficient way of offering our members a more versatile services package, rather than negotiating 30 or 40 different contracts,” he added.

Break the channel bundling

The American Cable Association (ACA) indicated that in order for Hispanic independent channels to be added more frequently to the grids of the small- and mid-size systems two things need to happen: the channel bundling policies of large media groups should be eliminated in order to free up some grid space, and also, the retransmission rates TV networks are charging these systems need to be reduced.

“There are independent services that provide programming to the Hispanic market that we would like to carry but the behavior of the big media companies that tie and bundle their programming, make very difficult for independent programmers to be carried,” Mat t Pol ka , ACA

Jeff Abbas, NCTC

“There are services out there, independent services that provide programming to the Hispanic market that we would like to carry but in some ways we can’t, and the reason for that is the behavior and the tactics of the big media companies that tie and bundle their programming and basically prohibit or make very difficult for independent programmers, often times Hispanic programmers, to be carried,” said Matt Polka, President and CEO of ACA.

Matt Polka, ACA

Polka cited the case of SíTV, one of the Hispanic channels affiliated to NCTC, which they would like to distribute more widely in their territories.

“Our hope is that the FCC will launch a rule-making soon on retransmission consent so there will be a public debate on whether or not retransmission consent should be reformed so our members would have a greater ability to launch other independent

Ross Lieberman, ACA

programmers like Hispanic programmers,” added Polka.

Universal amount to about 14 channels.

Another concern for ACA and NCTC is the effect that the impending Comcast-NBC Universal merger could have over small cable operators. Ross Lieberman, ACA’s VP of Government Affairs, noted one of the effects of this merger would be the reduced ability by small cable operators to negotiate distribution fees with these stations, which in the case of NBC

“As a result of the merger, the combined entity will be able to charge even higher programming rates for smaller companies. That will significantly impact our consumer and take dollars away from us as we provide broadband services in competitive markets and in rural areas,” added Polka.

Maribel Ramos-Weiner

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®

“EWTN is a valuable contribution towards the moral restoration of our society.”

Pope Benedict XVI

Why add EWTN Español?

• 7 out of 10 Hispanics are Catholic.

• Free of license fee.

• EWTN Español is the largest Hispanic religious network in the U. S. and the world.

• Valued by industry leaders and carried in all of the Top 25 U. S. Hispanic markets.

• High quality programming that appeals to the deeply held beliefs which unite all Latin American cultures and ages.

• Wide variety of programming genre: special events, devotionals, children’s programming, teaching series, dramas, documentaries, and live talk shows.

• Unique grassroots marketing support that can help promote EWTN Español in your local market and build subscriber loyalty.

For more information contact:

Walter Cordova – National Marketing Manager – wcordova@ewtn.com – 205-795-5843

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Bright House Networks relies on the growth of the Hispanic market Bright House Networks offers Florida’s Hispanic community the bundle Nuestros Canales, with more than 25 channels in Spanish. It is the ninth programming distributor in the U.S. with over 2.4 million subscribers in several cities including Tampa, Orlando, Bakersfield, Indianapolis, Detroit, and Birmingham

Iris González, Director of Multicultural Relations of Office of the Division President at Bright House Networks, says that the evolution of the U.S. Hispanic market is constant and that it is still integrating. “This segment will definitely continue to grow. We see challenges as opportunities for improvement and for continuing to offer the best products and services to our clients,” said González.

She points out that the cable operator has a good relationship with the multicultural market, and thus, it stays abreast of the needs and concerns of their clients in every market. “Strategically, Bright House

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Iris González, Bright House Networks

Networks studies its different Hispanic and multicultural markets to offer products and services based on their needs and preferences,” she added.

español, in Central Florida.

Additionally, Bay News 9 en español and News 13 en español broadcast the baseball games of the Tampa Bay Devil Rays and the Florida Marlins.

Bright House Networks), Spanishlanguage movies on demand, music videos, children’s programming, entertainment, sports, and PPV events in Spanish.

A few months ago in the Tampa Bay area, the operator added five new channels to the Nuestros Canales package: Cine Mexicano, Televisión Dominicana, Discovery Familia, Latele Novela Network, and Once México.

Aside from the Spanish-language channel expansion, Bright House Networks is applying this strategy to its other two main products: residential phone services and high speed Internet.

Also, the company offers exclusive local programming such as the 24-hour local newscasts News 9 and Bay News 9 en español, in Tampa Bay; and News 13 and News 13 en

The cable operator also offers over 2,000 hours a month of free on demand programming, both in English and Spanish. Among them, Nosotros on demand (exclusive from

Also, through Bright House Media Strategies the MSO offers advertising to specific segments of the Hispanic community on Spanish-language channels featuring sports, news, entertainment, and education.

‘With this platform, the client is able to reach the desired audience in an effective and strategic manner,” added González.

Maribel Ramos-Weiner

Comcast South Florida has a very fertile Hispanic market Once its migration to digital is completed in 2011, the cable operator will be able to offer up to 65 Hispanic channels

Comcast South Florida is investing heavily in servicing Hispanic audiences in the region and it is very aware of the great growth potential this segment represents. However, according to Filemón López, Regional Senior Vice President of Comcast South Florida, offering programming and services to this demographic group poses important challenges.

“One of the challenges is trying to find content that is relevant to the demographic that we serve. Florida, as you know, has multiple Hispanic markets. The market is generic in nature: people from Colombia, Mexico, Venezuela, Puerto Rico, Ecuador, Argentina. This is different to the rest of the country because the

rest of the country is largely of Mexican descend. For us here locally, first we have to find the programming and then try to match it to the market,” explains López.

The second challenge that Comcast is trying to solve is the capacity to add channels: bandwidth. “We are doing that through a transition we called The World of More, which is the transition of our entire platform into a digital format, digitalizing all of the channels, creating more bandwidth to put more programming on,” he added.

Once the digital migration is completed in 2011, Comcast South Florida will be able to offer up to 65 Hispanic channels and five music

Filemón López, Comcast South Florida

Jorge Plasencia, República

channels. Overall, they will be able to offer 110 high definition channels (they currently offer 50), 20,000 VOD titles, and increase the speed of their high-speed internet service (currently 50mbps).

The third challenge is the cost-benefit relation of the product. In other words, the programmer and the cable operator need to realize a financial benefit from it while keeping the cost low enough to be acceptable to the consumer.

“The good news for us is that we have a very fertile market and one that has an appetite for programming because we all sort of miss home. As you look at the marketplace as a whole, Hispanics now comprise the

Tomás Regalado, Mayor City of Miami

largest minority in the U.S. All of this represents good opportunities for Hispanic programmers to come into the market,” said López.

As part of the celebration of Hispanic Heritage Month, Comcast South Florida produced a package of 15 to 20 South Florida Hispanic personalities that will be available locally on VOD. It also created a package of 65 Spanish-language films from different eras including Revolutionary Era, Golden Era, Contemporary Era and New Cinema and, also some specials such as Mexico’s Bicentennial content and Sports, that will be available nationwide.

Maribel Ramos-Weiner

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s p o t l i g h t

Mother Angélica with José “Pepe” Alonso

Father Pedro Núñez, host of Conozca primero su fe católica

EWTN reaches 29 years on the air When Eternal Word Television Network (EWTN), was launched on August 15th, 1981, many felt there would be little demand for a Catholic network, especially one founded by a cloistered nun who would accept no advertising. Yet EWTN is now the largest religious media network in the world.

To celebrate its 29th anniversary, EWTN is bringing the cast and crew from many of its most popular shows to the Canton Civic and Cultural Center in Canton, Ohio for its annual Family Celebration. Canton it’s the birthplace of EWTN’s famous foundress, Mother Angélica.

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The highlight will be a live show that will celebrate Mother Angélica’s life and legacy. The communications giant now includes EWTN, EWTN Español, EWTN El Canal Católico, EWTN HD, EWTN Global Catholic Radio, EWTN Radio Católica Mundial, as well as one of the most highly viewed Catholic websites in the world, a publishing arm, and a lot more.

EWTN television alone reaches more than 160 million households in more than 140 countries and territories.

In 1996, EWTN launched a 24-hour Spanish network in Latin America and Spain, and followed that up, in 1999, with the launch of EWTN Español in North America.

Ivan Pérez

Oh my gol! is one of the new original productions

Great upfront season for GolTV GolTV is going through a great time in regards to advertising sales. In this upfront season, the channel has not just kept its current clients, but it has also added new ones like Colgate.

“We have a long list of new clients that will start advertising in the first trimester of 2011. We have had success in categories such as automobile, mobile, insurance and financial services, and fast food. I believe all the new things we are offering, such as our HD signal and our new platform for mobile devices has helped us capture the attention of new advertisers,” said Ivan Pérez, VP of Networks Sales at GolTV.

Regarding the new signal GolTV HD, the executive said that the reaction from advertisers and affiliates exceeded his expectations. “So far we have distribution agreements with DirecTV, Time Warner, and Cox, while other operators are trying to decide the appropriate time to add us to their grids,” he added. Pérez was also optimistic about the channel’s new platform for mobile devices. “With the addition of mobile we now can offer our advertisers a multimedia platform,” he said.

Clemente Cabello

Rubén Mendiola

Ernesto Lombardi

LAS: A new sports channel is born U.S. Hispanic and Mexico will be the next markets for the new sports channel Latin American Sports (LAS), which recently premiered in Puerto Rico on the DishLATINO grid.

“Our goal is the distribution of this channel throughout the U.S., because, as we know, there are sizable populations of Puerto Rican, Cuban and Mexican origin. We aim to expand to other countries as well.

We also have plans to launch in Latin America, starting with Mexico. We expect to be in these markets by 2011,” said Clemente Cabello, General Manager of Alterna’TV.

DISH Network LLC. and Alterna’TV launched LAS in Puerto Rico to offer Boricua audiences the most complete sports content on the island. “We have been planning and developing this channel for years. I believe we had the opportunity, like we have had before, to see a real market need and fulfill it, and get the project going,” said Rubén Mendiola, General Manager of DishLATINO. “The Mexican group AyM was the ideal partner to produce the channel and Alterna´TV, the leading distributor of pay-TV channels in Latin America and the U.S., provided us with the technical facilities that made this great marriage possible,” added Mendiola.

¿Dónde está Elisa?

TV Chile adds English subtitles TV Chile, the international signal of Chile’s TVN, has added English subtitles to some of its programs; among them, TV series (like the successful ¿Dónde está Elisa?), and children’s programming. “We realized the new generations in the most important market, the U.S. Hispanic market, are losing their Spanish.

Adding subtitles allows parents to watch shows with their children. This way kids understand what they are seeing on the screen and at the same time brush up on their parent’s native language. Furthermore, this allows

Americans to watch our channel,” said Ernesto Lombardi, Manager of International Business.

The channel has been operating in the international market for over 20 years with 75% of its programming airing live. Now they are cutting down the number of original productions in an attempt to focus on quality over quantity. “Now all shows produced are of the highest quality, with a high level of production and in high definition,” said Lombardi.

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TIME WARNER CABLE

William Ortiz

Vice President of Corporate M arketing Communications William Ortiz is Vice President of Corporate Marketing Communications for Time Warner Cable. In this role, his responsibilities include strategic leadership and oversight of brand, product, competitive, and retail marketing communications.

Prior to joining Time Warner Cable, Mr. Ortiz headed up the multicultural division of GlobalWorks and also served as Vice President of Diverse Markets at JPMorgan Chase.

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Marisol Martínez de Rodríguez

S enior D irector of Corporate Target M arketing Marisol Martínez de Rodríguez is Senior Director of Corporate Target Marketing for Time Warner Cable. In this capacity, she oversees Corporate Brand and Competitive Advertising, Video On Demand, Sports Marketing, Interactive Marketing and Partnership and Promotions for the Multicultural segments. Mrs. Martínez de Rodríguez is responsible for building a multicultural marketing center of excellence by providing the leadership and strategic thinking to measure multicultural segments’ growth and quantifying impact and investment across the Time Warner Cable footprint.

Alessandra Otero-Reiss

Marlyn García

Alessandra Otero-Reiss is the Director of Targeted Marketing for Time Warner Cable, New York & New Jersey. Her responsibilities include developing strategies and marketing campaigns that drive share and increase product bundling of digital cable TV, Internet and telephony services in Time Warner Cable’s most ethnically diverse market. Her focus is on executing culturally relevant plans that promote customer loyalty and retention.

Marlyn García is the Marketing Director for Time Warner Cable’s West Region. Garcia is responsible for planning and executing marketing initiatives, including advertising campaigns, promotional marketing activities, and media relations to meet the diverse needs of Time Warner Cable’s customers. Garcia’s focus is the development and communication of innovative video programming, high-speed data and digital phone products and services for the region’s multicultural communities.

D irector of Targeted M arketing

Time Warner Cable is the second-largest cable operator in the U.S., with state-of-the-art, well-clustered systems located in five geographic areas — New York State (including New York City), the Carolinas, Ohio, Southern California (including Los

M arketing D irector, West Region

Melissa Robledo

Vice President of Marketing Communications, Texas Region Melissa Robledo is the Vice President of Marketing Communications for the Texas Region for Time Warner Cable, where she is responsible for creating and executing marketing campaigns and maximizing the success of all product lines. With over 12 years of cable and broadband experience, Mrs. Robledo concentrates on international programming and develops campaigns and bilingual materials that respect cultural differences.

Angeles), and Texas. Time Warner Cable serves more than 14 million customers who subscribe to one or more of its video, high-speed data, and voice services.

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Bob Higley and David Adcock from TBN Networks

Kristen Andersen, Torrae Lawrence and Amy Withers from Turner

Matt Polka, President and CEO of ACA

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Discovery Networks’ team: Nathan Pfefferkorn, David Broughton, John Risinger, Mia Thompson-Eley, Tameka Buchanan and Helen Casteel

Brandon Davis, Yvette Inclan and Michael D´Imperio from Fox Cable Networks

José Espinal from Somos TV and Ivette Méndez-Kelly from Olympusat

Tim Kelly, Silke D´Alessandro, Johanna K. Hall, and Ivette Méndez-Kelly, at the Olympusat booth

Programmers Forum: Joseph Molko, MTV Networks; Rebecca Glashow, Discovery Communications; Tamara Simpkins Franklin, Scripps Networks; and Frank Hughes from NCTC

Fred Strok from EWTN

i n

Jeff Abbas, President and CEO of NCTC

Sean Hannity, host of The Sean Hannity Show on Fox News

Destini McKnight and Alexis Carroll from Comcast Networks

Michael Correia, Ben Bartlett and John Kon from ION Networks

Steve B. Goore and Nicole Muzzio from AETN

Amanda Howell, Laura MacDonald, Deb Shaw, Cheryl G. Tuverson and Debby Exon from HBO www.produ.com

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