The economy might yet have to recover, but executives at
Discovery en Espanol have cause to celebrate.
The network reported that its first quarter of 2010 yielded
its best ratings since Nielsen began measuring the service in 2005. Plus, it's
entering the 2010-11 upfront season with four straight years of year-over-year
growth in household viewers 2-plus and "double-digit growth" among
"We are not too optimistic yet, but we've seen growth in
advertising that matches our growth in audience," said Luis Silberwasser,
senior vice president and general manager of Discovery Networks U.S. Hispanic
Group. "And that's a good thing in this economy."
Overall, according to Nielsen, Hispanic cable has reported a
34% increase in viewership since 2006. To put it in perspective: this compares
to a slight decrease in viewership (4%) among the four Spanish-language
That's not a surprising trend, as it follows what's been occuring
in the general U.S. television market. But it's significant for Discovery,
which now claims the most growth among Hispanic-focused cable networks, almost
doubling its audience from 2006.
As for programming, the 2010-2011 season will bring viewers
several original productions, including 11
de Septiembre, a documentary that commemorates the 10th anniversary of the
Sept. 11, 2001, terrorist attacks from the perspective of Latin Americans who
were in New York City when the World Trade Center was struck.
Also in the works: A special series to commemorate the
bicentennial of Mexico's Independence from a "different perspective," though
Silberwasser declined to share specifics.
In addition to original productions, Discovery en Espanol
will also showcase some specials hailing from Discovery Channel, including The Rising: Rebuilding of Ground Zero, a
documentary from Steven Spielberg; and Reign
of the Dinosaurs, courtesy of Disney and Pixar.