Maribel Ramos-Weiner, Editor PRODU Hispanic Television
■ Celebrating 15 years
Fifteen years have gone by since we launched the first edition of the PRODU Hispanic Television magazine to cover the emerging TV and video market in the US. A great deal has happened during that time, and now, more than ever, the Hispanic market has proven its importance and resilience, adapting to a new reality in stoic and innovative ways.
It has created everything ranging from open and pay TV channels, reinventing itself to produce under the new safety and health regulations dictated by the pandemic, to streaming platforms, whose growth has been exponential in times of crisis and that have generated a disruption in the traditional TV ecosystem.
We are loyal believers in this market’s potential and bet on its growth in upcoming years. Thank you for being with us these 15 years and the best is yet to come!
■ Atresmedia channels offer great strength in VOD
The offer in Spanish in the US Hispanic market has not reached its limit yet, according to Mar Martínez-Raposo, Director of Atresmedia Internacional and there is huge growth potential for the portfolio's channels. “We have a great deal of strength in linear channels and VOD offer. It is true that not all operators offer VOD in Spanish, but it is growing increasingly, and in particular with Atreseries, we have great strength. It is happening in other markets such as Chile, Colombia and Mexico. Channels have to be that additional complement. In US Hispanic it will also happen,” she stated.
■ RCN Televisión redoubling efforts on HD and VOD
"In difficult times is when we must be stronger. At RCN Televisión we are redoubling efforts to attract more and better content to our US Hispanic audience. Our signals are already available in HD and we have a great deal of content for VOD, complementary to our linear signals,” explains Julián Giraldo, EVP, RCN International.
■ It is necessary to enhance the role of Hispanics in the US
“It is the moment to celebrate the history of this country and sadly sometimes people forget that 100 years before the arrival of the English colonizers, Spanish was spoken here. This was part of Mexico and of Spain. I believe we must always remember this part of our history and that Hispanics'role in this country's success must be extolled. There have been countless Hispanic heroes, not only in wars, but in the economic development and thought leadership of this country,” expressed Cynthia Hudson, SVP and General Director of CNN en Español and Hispanic Strategy for CNN/US.
■ Every day is Hispanic Heritage Month for our business
Condista manages the distribution of Spanish language networks in the US. “Every day is Hispanic Heritage Month for our business since we are focused on the Hispanic market 24/7,” said Jorge E. Fiterre, Founder and President of Condista. He adds that the Hispanic market in the US represents diversity and Condista is focused on providing diversity, specifically in programming. From an OTT distribution perspective, Fiterre shares that Condista Labs—which offers a portfolio of media services to process and deliver content to operators and platforms throughout the U.S. and Latin America—continues to establish partnerships. Clients include: Totalplay, Hemisphere Media Group and CinepolisKlic, among others.
Jorge E. Fiterre
■ Entertainment industry lives an important moment
According to Luis Villanueva, President and CEO of SOMOS Group, the entertainment industry is going through an important moment in many senses. “We have proven how key we are for consumers and their families, and that those who can prove their capability to make the most of these conditions are assuring a good future. With our clients in all the companies, we offer daily proof that we are moved by common and long-term interests. Our industry has all the technical and human talent for a successful adaptation. We are indispensable for an informed society that needs quality entertainment for everybody,” he stated.
■ Sabbatical produces project that tells the story of Hispanics in the US
“The Hispanic audience is very important for us, they are our roots and a powerful cultural force. We are producing a project that tells the story of Hispanics in the US until they became a determining factor in the results of the upcoming presidential elections and in the future of this country,” announced Miguel Somoza, CEO of Sabbatical Entertainment, who in these months of pandemic has not stopped creating, developing and producing pieces. He mentioned that they developed the conceptualization and production of a special series for children that spans from guiding them in their return to classes to learning how to live this new normal.
■ U.S. Hispanic is critical for any brand looking for growth
According to Carrie Stimmel, EVP, Lifestyle & Hispanic Ad Sales, NBCUniversal, due to scale, influence and impact, engaging U.S. Hispanics is critical for any brand looking for growth. “With our One Platform business model, marketers can look across Telemundo and the complete NBCUniversal Platform to reach Hispanic viewers everywhere they watch. This audience is a business imperative for everyone, and we work with every brand, agency and partner individually to identify the specific strategies that will lead them to achieve their goals,” commented Stimmel.
■ LuxIII Pictures producing three films
The independent production company LuxIII Pictures, centered on Hispanic content and founded two years ago by Patrick Pérez Vidauri and Cristina Nava, closed an agreement with Financier Grandave Capital to write, produce, and direct three films. One of them is the romantic comedy In Other Words (directed by Pérez Vidauri and written by Nava) that will be released this month on VOD and digital platforms such as Amazon Prime Video and on US cableoperators; and in HBO Latino in February, 2021.
Patrick Pérez Vidauri
■ More than 200 executives make up the Jury of the PRODU Awards 2020
More than 200 industry executives have become jury members of the
PRODU Awards 2020, to take place in the context of MIPCancun.
The diverse jury is comprised by prestigious producers, distributors and open TV, paid, and digital platform programmers, who will evaluate the originality, creativity, execution, and accomplishments.
Carried out by PRODU in alliance with Reed Midem, they are the only awards of the industry for the industry of Latino entertainment.
■ Hispanic TV adapts to the new normal
US Hispanic open and pay TV channels are adjusting to operate under the new conditions imposed by the pandemic in what is considered the new normal. Ranging from flexibility in the transactions with their advertisers to producing under strict healthiness and safety criteria, Hispanic channels are reinventing themselves: more hours for news, redesign of sets to enable social distancing, personnel working, editing and producing remotely when conditions allow this, and expansion of distribution on streaming platforms
Joe Schramm, President of Schramm Marketing Group
The focus of the Hispanic television business has shifted significantly in the 15 years since PRODU started covering the market. Previously, the objective was to reach as many Hispanic households as possible. More recently, the trend was to make Hispanic TV available to any individual who wants to watch it, thanks in part to the advent of connected and streaming TV platforms, as well as the influx of video devices. Advertisers supported this growth. Today’s trend is to create content that is inclusive of each ethnicity and nationality within the Hispanic population. Hispanic TV’s next trend? Attracting more “first-time” brand advertisers. Hispanic TV just keeps getting better. Learn more at the Hispanic TV Summit, online Sept 21-24.