Taking on the Big Guys

Q&A With Vme GM Alvaro Garnica

By Laura Martinez -- Multichannel News, 1/18/2012 4:24:27 PM

MCN: You have been at the helm of Vme for a few weeks now. What would you say are the biggest challenges ahead?
Alvaro Garnica: In a competitive U.S. market, my biggest goal is to build and develop on the solid base already established by Vme, both for its main network, Vme and the cable channel, Vme Kids. The biggest challenge will be maintaining the network's programming philosophy while increasing audience share and making the network more popular with Latino audiences.

MCN: What would you say are the biggest opportunities?
AG: Vme has a place in the U.S. Hispanic market and there is a need for a network with quality Spanish-language content that feels comfortable to the audience and is built on respect and pride of the culture. Vme is a broad-based network that has appeal to all Latinos and the network is steeped in both education and entertainment. Through the network partners and sister organizations within the Prisa family, Vme can generate synergies that will help in the width and breath of Vme's offerings and increase opportunities for viewers and clients.

MCN: Your predecessor, Carmen Di Rienzo, liked to talk about a real alternative to telenovelas, sports and the usual Hispanic "fare." Is this still your mandate? How would you achieve this?
AG: Vme remains committed to offering unique and high-quality programming that is of interest to the U.S. Hispanic community. We will continue with the same programming philosophy. In addition to solid daily programming, Vme will premiere a major new series each month such as Los Kennedy (The Kennedys) and Pilares de la Tierra (Pillars of the Earth), among others. Vme will also continue to offer the best children's programming in Spanish on the main network and the cable channel, Vme Kids.

MCN: With Univision continuing to dominate the ratings -- and advertising revenue -- for the U.S Hispanic market, waht can Vme do to become a competing force?
AG: Vme has had solid initial ratings in this first year of measurements, with sustained growth over 2011. The ratings, combined with solid and stable distribution and continual focus on quality programming and a deep sales strategy, have strengthened Vme's portfolio of advertisers. Our goal will be to build and enhance all of these factors in the coming year.

MCN: How involved is Grupo Prisa in the day to day operations of Vme? Is Prisa planning on bringing more executives from Spain or Miami to Vme in New York?
AG: Like other partners, Grupo Prisa remains very committed to Vme. Prisa's vast knowledge and business holdings in radio (GLR), digital (Digital Prisa) and education (Santillana) in the U.S. and Latin America offer synergies and scale for Vme. There are no plans to incorporate more executives from the Prisa into the network, rather to increase collaboration across the Prisa businesses.

MCN: Will Vme incorporate more programming from Spain? Do you think this programming will work with Hispanic audiences?
AG: Vme's strategy is not regionally focused but rather focused on bringing the best programs from around the globe. There are many quality series and miniseries developed in Spain that will be attractive to U.S. Hispanic audience. Some of the series we already have on air have done well with our audience, so we know these programs can be successful in the U.S.

MCN: How about original productions? Obviously these are expensive, but both Univision and Telemundo spend a lot of resources on this ... is there a budget for Vme to engage in original productions?
AG: Vme has several original programs which have been solid with viewers such as Pase VIP de L'Oreal, MiMascota, TuBebe, Vme Cocina, Nota Musical, Alta Tension and Jorge Gestoso Investiga. Additionally we are developing other original programs in the sports, reality adventure and travel genres. Original productions that facilitate product integration and can be used across media platforms are important to Vme's clients and are of interest in other markets.

MCN: What's your take on the future of Hispanic television? Do you think your children will continue to watch the television as we know it now?
AG: U.S. Hispanic television is constantly evolving, as is the Latino community. We believe that although there will always be new platforms, television still prevails with the consumers and this is especially true for a country where 75% of Latinos speak Spanish at home and where their culture is based on the development and maintenance of the family. Television is still the center of entertainment as long as it offers programs that that appeals to Hispanic culture, education, food, music and customs -- this is what you find on Vme.
But definitely our children are changing their consumption habits and we need to be constantly evolving with them. The great thing about the newer media is that television is no longer passive, but is active as it engages with the audience.
Vme is already delivering its content across many platforms and we will continue to evolve with all new media.