Comcast's Pitch: Español Everywhere

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In a bid to win more Hispanic subscribers, Comcast has tripled the amount of Spanish-language video on demand in recent months and now offers more than 500 movies and shows online for Latino audiences.

The Philadelphia-based operator's expanded bouquet of Spanish-language content is available to subscribers to its Hispanic programming tiers, which offer more than 50 networks. Comcast's standalone MultiLatino packages start at $16.95 per month and may be added to any video subscription plan.

"It's the culmination of the commitment we've made to Hispanic customers," Marcien Jenckes, senior vice president and general manager of video services for Comcast, said. "I like our [Spanish-language] packages as much as or better than anyone in the industry -- and we're differentiated from satellite by being able to deliver on-demand content.

"The Hispanic On Demand service now offers almost 700 video choices, with new content from broadcasting partners including Univision, Galavisión, TeleFutura, Telemundo and mun2. Comcast also is offering more movies in Spanish the same day as DVD, according to Jenckes.

Sofia Vergara

Online, Comcast provides more than 500 Hispanic video choices via the recently launched XfinityTV.com/latinoTV portal. Those include movies, music videos and shows from television and movie partners including Cine Mexicano, Gran Cine, Caracol TV, Discovery Familia, ¡Sorpresa!, Tr3s and select content from HBO Latino.

As part of its Hispanic marketing push, Comcast recently signed actress Sofia Vergara (from ABC's Modern Family), who will be featured in a series of Spanish-language ads. The Xfinity TV in Spanish campaign will be national but will focus on South Florida, Houston, Chicago and California markets, Jenckes said.

Comcast also plans to add show and movie recommendations in Spanish, as well as tools to let Hispanic customers personalize and manage entertainment content across multiple devices.

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