10 Reasons To Attend The Hispanic Television Summit9/21/2010 8:11 AM Eastern
Opportunities to enjoy Manhattan in early fall and meet and mingle with key industry executives notwithstanding, there are many reasons to attend the upcoming eighth annual Hispanic Television Summit, presented by Broadcasting & Cable and Multichannel News.
Herewith are 10 compelling reasons to join the confab, scheduled for Sept. 29 at the Hilton New York, according to Schramm Marketing Group Inc., which is producing the event.
1. A focus on generating revenue: The Summit examined the ways the industry makes its money: advertising, subscriptions, transactions, and TV rights or syndication fees.
2. Attracts top executives: The Summit has earned a reputation as the signature event for those in the business of Hispanic television. It attracts 400 attendees from the U.S., Latin America, and Spain representing networks, broadcasters, pay TV providers, broadband and mobile, financial investors, researchers, advertisers and agencies. Attendees return each year to re-connect with others in the industry at the numerous networking opportunities.
3. The 2010 Award recipient -- Oscar De La Hoya: While the "Golden Boy" is celebrated for his championship career within the boxing ring, De La Hoya will receive the 2010 annual Award for a Lifetime of Achievement for his leading role in breaking records for pay-per-view transactions. Prior recipients: P&G marketer, Edgar Sandoval; news anchor, Jorge Ramos; internationally-renowned talk show personality, Cristina Saralegui; TV personality, Maria Celeste Arraras; sports caster Andres Cantor; and TV legend, Mario Kreutzberger aka "Don Francisco."
4. "New and improved": P&G, a long-time leader in Hispanic TV advertising, is the leader in generating "new and improved" products and the TV advertising campaigns that supports these claims. The company's top executive for multicultural marketing, Alexandra Vegas shares P&G's strategy for introducing new brands to Hispanic consumers and how their TV advertising has evolved over the years.
5. New arrival to Hispanic TV advertising chooses new approach: Levi Strauss's top multicultural exec, Diane Jones Lowrey, tells tale of how the jeans giant and its advertising agency Dieste took a non-traditional approach for a relative newcomer to this market. They chose a cable TV network to be home to their new, cross-platform "docu-reality" series, featuring five young U.S. Latinos attired in Levi's product who embark on a North America to South America adventure.
6. Pay TV takes fresh approach to a new generation: Cox has been building a strong customer base of Hispanic pay TV customers. Vice president for acquisition Tony Maldonado, one of the most experienced pay TV marketing execs, reflects on past successful campaigns and how the company is taking a fresh approach to programming and market messaging that reflects today's Hispanic trends.
7. What it takes to create fresh content daily: Ramon Escobar, executive vice president of network news for Telemundo will discuss the important role that networks play in developing fresh content that will appeal to the most viewers within the Hispanic marketplace. Escobar will also address how the networks are responding to trends in viewing habits.
8. Hot topics: There will be five distinct sessions, each addressing topics that are critical to the industry. The morning features a panel on the latest trends affecting Hispanic consumer behavior and viewing habits, followed by a session assessing Hispanic TV advertising, and then a discussion on marketing for the purpose of generating television transactions, including pay TV. The afternoon's panel lineup will focus on programming and then the challenges of increasing distribution for Hispanic-audience networks in an increasingly competitive, cross-platform environment.
9. Leading agency executives: The agenda features an A-List of the advertising industry's brightest stars from both the creative and the media sides of the business. Attendees will hear from such top executives, including: Alain Groenendaal, president and CEO of Wing; Jessica Pantanini, COO of Bromley Communications; Daisy Exposito, chairman & CEO of d'exposito & partners; and Aldo Quevedo, president of Dieste.
10. Leading TV programming , marketing executives: The prestigious lineup of TV leaders features marketing executives from such pay TV companies as Cablevision, Comcast, Cox, Time Warner Cable and Dish Network; major service providers like Avail-TVN, Rentrak and Comcast Media Center; broadcasters like Telemundo and Univision; and cable networks Fox Deportes, CineLatino, mun2, SiTV and SomosTV, among others.