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300 Executives To Meet At Hispanic Television Summit

9/28/2010 11:12 AM Eastern

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More than 300 executives from the programming, distribution, research, marketing, advertising and agency communities will convene in Manhattan Wednesday at the eighth annual Hispanic Television Summit.

The event, presented by Multichannel News and Broadcasting & Cable, will be held Sept. 29 on the third level of Hilton New York Hotel.

After a sponsorship breakfast and registration opens at 8 a.m., Larry Dunn, group publisher of Multichannel News and Broadcasting & Cable, will officially kick off the conference at 9 a.m. with welcoming remarks, leading in to the first of four keynote addresses.

In "The Adventurous 'New Arrival' To Hispanic TV," Levi Strauss director of diversity marketing and operations Diane Jones Lowrey and Aldo Quevedo, president of advertising agency Dieste, will discuss how the jeans giant elected to break into the Hispanic TV marketplace in a non-traditional fashion.

The first panel session, "Hispanic Consumer Behavior and TV Viewing Habits," is slated for 9:30 p.m. Moderated by MCN editor in chief Mark Robichaux, the panel will examine the available resources for acquiring data about Latinos, including the 2010 Census, advanced consumer measurements, advertisers case studies and set-top boxes. This panel of research, media and marketing executives will share key findings and discuss their impact on decisions regarding financial forecasting, programming, consumer promotions and ad spending.

Panelists: Daisy Exposito-Ulla, chairman and CEO, D Exposito & Partners; Carol Hinnant, senior vice president, national network sales, advanced media and information, Rentrak Corp.; Javier Palomarez, CEO and president, U.S. Hispanic Chamber of Commerce; Jessica Pantanini, COO of Bromley Communications; and Dieste's Quevedo.

Led by MCN Hispanic TV Update editor Laura Martinez,  the second session, "Planning, Buying & Selling Media on Hispanic TV," follows at 10:15 a.m. Here, the group will assess the current opportunities for reaching Latinos in the continually changing multi-screen, multi-language and on-demand environment.

Panelists: Daija Arias, senior vice president, RCN International Distribution; Andrew Capone, senior vice president, marketing and business development, NCC; Alain Groenendall, Wing president and CEO; Tom Maney, senior vice president, advertising sales, Fox Hispanic Media Group; and Antonio Ruiz, partner, chief strategic officer, Vidal Partnership.

The third session, moderated by MCN executive editor Kent Gibbons, will explore how the industry is bringing customers to pay TV, series and on-demand fare. In "Attracting Customers & Audiences for Hispanic TV," executives will share best practices for branding, media planning, marketing tactics and promotional efforts to fortify programming tiers and bundled packages.

Panelists: Cablevision Systems director of multicultural strategy and management Victor Garcia Bory; Karen Habib, director of Hispanic marketing and development, Eclipse Marketing; Somos TV COO Jose Antonio Espinal; Time Warner Cable senior director of multicultural marketing Marisol Martinez de Rodriguez; and Comcast vice president of multicultural marketing Kim Taylor.

As for the midday keynote address, Proctor & Gamble director of multicultural marketing Alita Vegas will share insights under the heading, "New and Improved Approach for Reaching Hispanic TV Audiences." The consumer products giant has long been one of the top advertisers to the Hispanic community and Vegas, during her noon speech, will discuss its tactics over the years, including some of its current creative strategies.

At 12:30 p.m., the Hispanic Television Summit will honor Oscar De La Hoya, the former boxing champion and president of Golden Boy Promotions, with its 2010 Lifetime of Achievement in Hispanic Television.

Following the luncheon, the Summit's third keynote speaker will turn to the news arena, with Ramon Escobar, the executive vice president of Telemundo Network News, engaging attendees in "Developing Daily TV Content for Today's Dynamic Hispanic Audience." Escobar will expound upon the role networks play in developing content that will appeal to the most viewers within the diverse Latino community, and how they are responding to trends in consumers' informational habits.

In the first afternoon panel, MCN programming editor R. Thomas Umstead and a quintet of executives will dig into today's most popular content offerings within the Latino community and what fare has crossed into the general marketplace. "The Buzz About Hispanic TV Programming" is expected to center on such sports as futbol, baseball and boxing, novellas and series, plus movies, the kids genre, talk and variety shows.

Panelists: Time Warner Cable vice president of programming Maureen Lane; Cinelatino chairman James McNamara; Vincent Cordero, executive vice president and general manager, Fox Deportes; mun2 general manager Diana Mogollon; and Golden Boy Promotions CEO Richard Schaefer.

The Summit's fourth keynote address will come courtesy of Tony Maldonado, vice president acquisitions and marketing sciences at Cox Communications, at 4 p.m. During "How Pay TV Is Adjusting Its Approach For Serving Hispanic Customers," he will relate ways Cox has bolstered its programming lineup aimed at the still burgeoning Latino market and how the cable operator has updated its various messaging in order to respond to changing demos within the broader Hispanic community.

The event's fifth and last panel session, "Increasing Distribution of Hispanic Video Content" is set for 4:30 p.m., with B&C programming editor Marisa Guthrie at the helm. She will head the conversation examining how content providers are negotiating carriage, whether the platform is cable, satellite, telco, mobile or computer. The five executives will look at the challenges and opportunities incumbent to navigating the "TV Everywhere and Anywhere" environment.

Panelists: Antonio Briceno, vice president of programming and distribution, Imagina USA; Homer Gonzalez, director, products and services, Comcast Media Center; Jennifer Ball, senior vice president of affiliate marketing and distribution, Univision Communications; Dish Latino general manager Ruben Mendiola; and Guillermo Sierra, chief content officer, senior vice president, Vme Media.

After closing remarks, the eighth annual Hispanic Television Summit says adios with a cocktail reception.

 

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