Luis Silberwasser, general manager of Discovery Networks U.S.
Hispanic, has added the new role of international head of content, Discovery
Networks International to his duties.
Silberwasser will be charged with the global launch of
female-focused channel DLC. He reports to DNI president and CEO Mark Hollinger.
Silberwasser will continue to serve as senior VP of the
Content Group for Discovery Networks Latin America.
Under Silberwasser's direction, according to Discovery,
viewership for the Latin American portfolio of channels has grown 28%, against
an increase of 5% in Total TV viewing in 2009.
The appointment comes of the heels of Discovery's latest
audience data, which reflects a younger audience for its Hispanic-targeted
programming, compared to top networks, including GalavisiÃ³n, Azteca America,
Telemundo, TeleFutura and Univision.
According to Discovery's latest data, 67% of Discovery en
EspaÃ±ol viewers in the 7 p.m. to 11 p.m.
slot fall within the 18-49 demographic, compared to 52% of Univision viewers and
48% of MTV Tr3s viewers.
These and other quantitative and qualitative viewer data are
available at a multimedia ethnography on www.mimundoes.com, a dedicated Web
site that showcases the results of years of research conducted to help Discovery
better identify and serve its target audience.
The online ethnography includes data from a recent study
done in partnership with Cheskin Research that includes hours of interviews
with actual viewers, describing what they value most in a TV network.