For the first time since 2008, Azteca America will head to
New York during upfront season to present its fall lineup to advertisers.
Though details are still being worked out, the
Spanish-language network intends to hold an upfront event on May 14, according
to executives. On tap will be fare with a more American feel.
"We are totally
revamping our lineup and will be focusing on programming made in the U.S. that
is appealing to U.S. Hispanics," Alberto Santini, the network's executive vice
president of programming and production, said.
Azteca America was among the Hispanic networks that decided
in 2008 to ditch the traditional upfront in favor of "infront" presentations,
or personalized, nationwide touring visits with ad agencies and clients. The
infronts were a way for networks get in front of actual and potential clients
and present a custom-made plan for tying brands to programming.
Azteca America in December said it wrapped up its upfront in
December, reporting its sales were up 33%. New advertisers included Denny's,
Goya, Kmart, Microsoft and KFC, among others.
The network launched 10 years ago and reaches about 70% of
U.S. Hispanic households.