Cable TV Upfronts 2009: Discovery en Español Touts Data, Earth Day Fare
Spanish-Language Net to Offer New Viewer Insights During Upfronts
by Laura Martinez -- Multichannel News, 4/22/2009 4:18:00 PM
Complete Cable TV Upfronts 2009 Coverage from Multichannel News
On the heels of reporting historic ratings growth, Discovery en Español is using the ongoing upfront season to provide advertisers with data revealing new insights on Spanish-language audiences in the U.S.
"Our viewers want us to provide them with a view of the world, not necessarily a Hispanic perspective of the world," said Discovery Networks U.S. Hispanic Group vice president of advertising sales Victor Parada. "Stories don't have to be all the time about Juan Pérez," said Parada, who this month attended a panel at the Association of Hispanic Advertising Agencies to talk about the power of cable versus broadcast television.
The new research, conducted for Discovery en Español by Cheskin, confirmed what the network had known all along about pleasing Spanish-language U.S. audiences: Whether it's a program about Alaska or Costa Rica, what's really important is to provide in-language, quality content.
"Many advertisers got it and understood that, but didn't have evidence," said Parada. "And now we do."
With such information in hand, Discovery this month will go all out to celebrate Earth Day by launching a multiplatform campaign encompassing on-air, online and grassroots components. Earlier this month (April 17), Discovery en Español premiered the global warming documentary An Inconvenient Truth for the first time on Spanish-network TV. The film, shown with Spanish-language subtitles, will re-air this Saturday (April 25) at 9 p.m. ET.
On the advertising front, Discovery en Español is gearing up for the fall premiere of En el Mar (At Sea), a three-part Spanish-language series it developed in partnership with the U.S. Navy, pitching the Navy as a place offering professional opportunities for U.S. Hispanics. Financial terms were not disclosed.No related content found.
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