After watching other MSOs break the ice with Hispanic customers through Spanish-language digital-channel tiers, Comcast Corp. entered the fray on Cinco de Mayo with a trio of programming packages.
Comcast launched Spanish-language offerings in nine of the 10 largest Latino markets, including Los Angeles, Chicago, Miami, Dallas and Denver, on May 5.
An extensive media blitz in each DMA — mixing TV, radio, print and direct-mail elements — will run through month's end, then return for a week or two at a time during the summer and early fall.
About 3 million Latino households live within Comcast's system universe, mostly in those nine markets.
The offerings are:
- CableLatino: 10 Spanish-language digital services with local broadcast stations, including Univision, Telemundo, Telefutura and Azteca America affiliates.
- CableLatino Optimo: a full digital-basic lineup, along with a 40-channel Music Choice audio collection featuring 13 Latino-music channels.
- CableLatino Completo: which adds expanded analog cable service, including Galavisiòn and mun2 Television in some areas.
Each area set up its own pricing plans, with some special wrinkles here in there. In Dallas-Fort Worth, some CableLatino, Optimo and Completo channels will be available a la carte, at $5.99 apiece.
The offerings and marketing campaign were crafted with a family audience in mind. "Comcast, la de conexion que nos une," or "the connection that unites us," is the tagline.
The message is "we're helping you connect with what's important in the U.S., as well as the country where you still have a lifeline, too," said Mauro Panzera, Comcast's new senior director of multicultural marketing. "This is a family approach, because there's programming choice in each package with appeal to every member, whether it's the adults, teenagers, kids or grandparents."
CableLatino's core assortment consists of CineLatino, CNN en Español, Discovery en Español, Fox Sports en Español, MTV en Español, VH Uno, HTV Musica, Utilisma Satelital, Toon Disney and TVE Internacional.
Those networks scored the highest in value and image among a set of Latino focus groups Comcast conducted over the last year.
Other services will join CableLatino this fall.
Six Spanish-language TV spots, prepared by Los Angeles-based agency Castells & Asociados, showcase the packages and their appeal to family members.
Systems are arranging clearance on local broadcast stations, plus Galavisiòn and mun2. Castells also produced eight radio messages and the print/direct mail ads.