Tony Maldonado, vice president acquisitions and marketing sciences at Cox Communications, has been added to the list of keynote speakers at the eight annual Hispanic Television Summit, presented by Multichannel News and B&C next week.
During his afternoon address, "How Pay TV Is Adjusting Its Approach For Serving Hispanic Customers," on Sept. 29 at the New York Hilton, Maldonado will discuss the ways Cox has augmented its programming lineup aimed at the still burgeoning Latino market and how the third-largest MSO has revised its messaging in order to respond to changing demos within the broader Hispanic community.
Maldonado, who is appearing earlier on the Summit panel, "Hispanic Consumer Behavior and Their TV Viewing Habits," will share insights on how to attract and retain Latino subscribers in an increasingly competitive environment.
He joins a quartet of other keynote speakers at the Hispanic Television Summit.
Levi Strauss director of diversity marketing and operations Diane Jones Lowrey and Aldo Quevedo, president of advertising agency Dieste, will discuss how the jeans giant elected to break into the Hispanic TV marketplace in a non-traditional fashion.
In "The Adventurous 'New Arrival' To Hispanic TV, Lowrey and Dieste will give attendees a behind-the-scenes look at the rationale and strategy they deployed in developing the cross-platform docuseries Norte A Sur, showcasing five young U.S. Latinos attired in Levi's product who embark on a North America to South America adventure, centered on Discovery en Espanol, rather than on broadcast network.
While Levi has just begun to target the Hispanic audience in earnest, consumer goods giant Proctor & Gamble has long been a leader in advertising and reaching out to Latinos, with a history of delivering brand messaging that has been modified to meet an ever-changing market.
In her keynote "New and Improved Approach for Reaching Hispanic TV Audiences," Alita Vegas, director of multicultural marketing, will share an insider's view of P&G's thought processes for product introduction and how it has evolved its tactics over the years. She's also expected to touch on the company's "new and improved" creative strategies.
The Hispanic Television Summit's other keynote will turn to the news realm, as Ramon Escobar, the executive vice president of Telemundo Network News, will engage in "Developing Daily TV Content for Today's Dynamic Hispanic Audience."
In leading a large broadcast network news operation, Escobar faces daily challenges in keeping TV fresh and engaging the dynamic Hispanic community. Escobar will discuss the role networks play in developing content that will appeal to the most viewers within this diverse audience base, and how they are responding to trends in consumers' informational habits.