March 07, 2011
Spanish language Video on Demand VOD Movies
By Todd Spangler -- In a bid to win more Hispanic subscribers, Comcast has tripled the amount of Spanish-language video on demand in recent months and now offers more than 500 movies and shows online for Latino audiences.
The Philadelphia-based operator's expanded bouquet of Spanish-language content is available to subscribers to its Hispanic programming tiers, which offer more than 50 networks. Comcast's standalone MultiLatino packages start at $16.95 per month and may be added to any video subscription plan.
"It's the culmination of the commitment we've made to Hispanic customers," Marcien Jenckes, senior vice president and general manager of video services for Comcast, said. "I like our [Spanish-language] packages as much as or better than anyone in the industry -- and we're differentiated from satellite by being able to deliver on-demand content.
"Sofia Vergara"Sofia Vergara in an ad for Comcast Xfinity TV in Spanish"The Hispanic On Demand service now offers almost 700 video choices, with new content from broadcasting partners including Univision, Galavisión, TeleFutura, Telemundo and mun2. Comcast also is offering more movies in Spanish the same day as DVD, according to Jenckes.
Online, Comcast provides more than 500 Hispanic video choices via the recently launched XfinityTV.com/latinoTV portal. Those include movies, music videos and shows from television and movie partners including Cine Mexicano, Gran Cine, Caracol TV, Discovery Familia, ¡Sorpresa!, Tr3s and select content from HBO Latino.
As part of its Hispanic marketing push, Comcast recently signed actress Sofia Vergara (from ABC's Modern Family), who will be featured in a series of Spanish-language ads. The Xfinity TV in Spanish campaign will be national but will focus on South Florida, Houston, Chicago and California markets, Jenckes said.
Comcast also plans to add show and movie recommendations in Spanish, as well as tools to let Hispanic customers personalize and manage entertainment content across multiple devices.
Posted by Ahorre at 03:08 PM
February 02, 2011
Lopez Negrete Digital Marketing
Lopez Negrete Communications, Inc. (LNC) announced two executive appointments: Executive Director of Digital Marketing Leonardo Basterra and Creative Director Joaquin Lira.
“The successful Hispanic agency of the future is the one who is able to facilitate a successful conversation between the brands it represents and the Hispanic consumer, regardless of level of acculturation, country of origin, age or lifestyle, as all things digital play a starring role in that relationship,” said President, Chief Executive Officer and Chief Creative Officer Alex López Negrete. “Without doubt, the addition of Leonardo and Joaquin’s leadership and talent to our digital marketing services unit put us ahead of the curve in delivering on that promise to our clients.”
Basterra, a 12-year veteran of Hispanic marketing, will lead a seasoned team of programmers and developers. His expertise resides in digital marketing, insights and analytics, and go-to-market strategy, having worked with the Sony, Coca- Cola and Universal Music brands prior to joining Lopez Negrete.
“As part of our transformation to elevate our ability to deliver for our clients as a fully “connected” agency, we will continue to move swiftly and boldly,” Basterra says. “Consumer behaviors and habits toward brands are evolving as fast as technology allows them to. Therefore, we have to continually evolve our thinking to transform and create relevant consumer experiences. The challenge is huge but the excitement and drive are bigger.”
Lira has more than 15 years of agency and executive U.S. and international experience bringing a modern and multifaceted approach to the digital department at LNC. He has led strategic marketing and creative teams for clients such as Microsoft, Hewlett-Packard, Miller Lite, Southwest Airlines, and 7-Eleven.
“There is such positive energy and desire to do great work at Lopez Negrete,” says Lira. “Today’s creative process begins internally, between departments, between teams, with the client, and then is extended to the general public as an active participant in the conversation. We are living in a period of fluidity of communication, beyond anything we have ever experienced before. How exciting to be a part of it!”
Posted by Ahorre at 11:00 AM
January 31, 2011
U.S. Grupo Prisa GLR Networks Grupo Latino de Radio
Negocios - Juan Luis Cebrián, CEO of Spain’s Grupo Prisa, said that after his company acquired 12% of the television channel V-Me in 2009, he also wants to enter the U.S. radio market. “We intend to use our potential as a main global brand in the U.S., the world’s first economy”, Cebrián made these comments during a an interview last week to Spanish journalist association FAPE. Prisa already owns two radio stations (Miami and Los Angeles in the U.S.). GLR Networks is part of GLR (Grupo Latino de Radio), the U.S. subsidiary of Unión Radio, holding company for Grupo PRISA’s radio assets.
Prisa last week announced that it will reduce its worldwide staff by 18%. For an in-depth read on the implications of this decision, read our analysis piece Liberty takes charge. Cebrián said that 500 of the 2,500 employees that will be let go will be U.S. and Latin American based employees. 2,000 positions will be cut in Spain.
Cebrián explained the job cuts because of a necessary transformation to adapt the company to a XXI century media company: “The digital era demands an economy driven by demand, while media properties still are stalled in a supply driven economy.”
“Hispanicity” - Cebrián also spoke about opportunities for Spanish-language media companies in the global Latin market. “What do Spanish-language media have that other media properties do not have? Hispanicity. We operate in a market of almost 500 million people, 45 of them are based in the United States, the world’s first economy. This is a unique opportunity, which as opposed to Brazil, we are not taking advantage of. Brazil wants to be a superpower in South America. To achieve that goal, they need to speak Spanish. That is why 15 million Brazilians learn Spanish in school. Spanish-language media is undergoing through the structural problems affecting most media properties, but we do have some advantages. We have a global market of Spanish-speakers. Of course a medium sized media company will not be able to meet the challenge. Only one, two or three groups will be successful.”, Cebrián concluded.
Posted by Ahorre at 11:35 AM
November 20, 2009
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Posted by Ahorre at 11:15 AM