Cox Beefs Up Hispanic Package

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Ramping up its efforts to reach Spanish speakers, Cox Communications Inc. has bowed a more-robust programming offering in several markets.

The MSO has launched Paquete Latino, which encompasses up to 35 Spanish-language channels. In addition to those services, the package — which has been rolled into San Diego, Phoenix and Omaha, Neb., for $34.95 per month — also includes multiple channels of Home Box Office, including HBO Latino, and English-language programming in Cox’s limited basic tier, which also extends to local broadcast channels.

MORE MARKETS DUE

The package, spearheaded by director of multicultural marketing Cesar Cruz, will be rolled out in other markets within the next few weeks, with the majority of the launches scheduled by year-end.

“Cox is excited to introduce this new, robust Hispanic video package — Paquete Latino — to consumers in our markets,” Cruz said in a prepared statement. “Paquete Latino offers a great combination of diverse cable networks, HBO Latino and local broadcast channels — all in one cable television package for the best value to Hispanic consumers in our markets.”

Cruz could not be reached for further comment last week.

Among the networks included in Paquete Latino: TeleFutura, Azteca America, Discovery en Español, CNN en Español, History en Español, Fox Sports en Español, ESPN Deportes, MTV Español, VHUno, CineLatino, De Pelicula and De Pelicula Clasico.

Cox spokesman Bobby Amirshahi noted that the new offering includes more Mexican-based product. Such fare should have great appeal to the largest segment of the Hispanic population in markets served by Cox.

MSO officials also pointed to the inclusion of HBO Latino as a key driver for the package, noting the strength of the premium brand among viewers in many Latin American countries.

Paquete Latino is supplanting the TeleLatina tier comprising 10 to 15 networks, depending on the market, Cox has been offering over the past two years.

“The performance [of TeleLatina] was not very good,” Amirshahi said “We wanted to upgrade the offering and put more substantial resources behind it.”

PROMOS AND ADS

To that end, he said creative plans (handled by Cultura Advertising, Cox’s Hispanic agency of record) will boost awareness for Paquete Latino, with support encompassing print, outdoor and cross-channel promos.

In addition, in what Amirshahi calls a first, the MSO has secured schedules on Univision stations in key Cox Latino markets. The broadcast network remains the pre-eminent force in Hispanic TV.

“Historically, Univision has not allowed buys promoting other Hispanic media,” Amirshahi said. Calls to Cultura were not returned by press time.

In addition to media backing, Cox plans to push Paquete Latino at various community functions throughout the year.

“These will be ongoing efforts with a variety of events and in-kind services,” said Amirshahi. “This is not a case of going in once a year with one big push and then stopping.”

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