Executives from the programming, distribution, research, marketing, advertising and agency communities will discuss an array of topics linked to the burgeoning U.S. Latino market, when they convene in the Marriott Marquis New York on Sept. 20 at B&C/Multichannel News's ninth annual Hispanic Television Summit.
See the Summit agenda detailed here and below.
Hispanic Television Summit
Tuesday, Sept. 20, 2011
Marriott Marquis New York
(Agenda subject to change)
8 a.m.: Registration Opens with Continental Breakfast
Sponsored by Univision
Broadway Ballroom Level 6
8:45 a.m.: Welcome and Opening Remarks
Louis Hillelson, Group Publisher, Broadcasting & Cable/Multichannel News
Presentation by Latin Media & Entertainment Commission of New York City Mayor's Office
Carlos Manzano, Executive Director, NYC Latin Media & Entertainment Commission
9 a.m.: Opening Keynote: Using Sports TV to Advertise To Hispanic Consumers
State Farm Insurance's Ed Gold represents one of the most significant sports television sponsorship budgets, especially with respect to sports that attract the Hispanic fan. In a special one-on-one interview, this key executive will discuss the company's perspective of the value of televised sports sponsorship and, how this tactic has delivered effective results for State Farm.
Keynote Guest: Ed Gold, Advertising Director, State Farm;
Interviewer: Mark Robichaux, Multichannel News Editor In Chief
9:30 a.m. Session One: Advertising
A Key to Revenues for Hispanic TV - Advertising & Audience Measurement
Reaching the Hispanic TV viewing audience is essential for advertisers. The ability to provide unique sponsorship options is critical to generating revenues for networks and reliable measurements are necessary for media planners and buyers. This panel of powerful industry leaders takes a candid look at the increasing level of sophistication within the Hispanic TV advertising marketplace.
Christine Escribano, VP, Integrated Marketing Solutions, Telemundo
Carol Hinnant, SVP, National Network Sales, TV, Rentrak
Tom Maney, SVP, Advertising Sales, Fox Hispanic Media
Chris Montenegro McGrath, VP, Sustainability & Latino Marketing, Kraft Foods
Antonio Ruiz, Partner/Communications Planning, The Vidal Partnership
Caleb Windover, SVP, Managing Director, MV42˚
Moderator: Jon Lafayette, B&C Business Editor
10:15 a.m.: Mid-Morning Break
Sponsored by Condista
10:30 a.m.; Morning Keynote: Network Programming
The Impact of Television News on the Hispanic Vote of 2012
The next national election represents the largest-ever Hispanic voter constituency in U.S. history. How TV news covers this process may influence the choices that Hispanic Americans will make. Their choices will ultimately have an unprecedented effect on the outcome of Election Day. One of the leading news anchors in Hispanic television will share her insider's perspective on behind-the-scenes strategies and a provide preview of what viewers and advertisers can expect over the next year.
Keynote Guest: María Elena Salinas, Co-Host, Noticiero Univision and Aquí y Ahora, Univision
Interviewer: Laura Martinez, Hispanic TV Update Editor
11 a.m. Session 2: Programming
It's the Content That Matters - Increasing Revenues and Viewers By Improving Program Options
This panel of programmers and marketers will address how their companies are appealing to viewer demands by offering more title choices and more viewing options. The panel will explore how programming is generating incremental revenues and satisfying viewers through such opportunities as video on demand, enhancing the value of programming tiers and branded entertainment and product placement; as well as brand expansions like mobile apps, licensing, merchandising and more. It all comes down to offering viewers what they want, with a way to find it, wherever and whenever they want to see it.
Carmen DiRienzo, President & CEO, V-me Media
José Antonio Espinal, Chief Operating Officer, Somos TV
Alberto Santini Lara, EVP of Programming, Production and Marketing, Azteca America
Jorge Tanaka, General Manager, Video Rola
Lisa Torres, President, ZO Multicultural
Damaris Valero, CEO/Executive Producer, Animus Entertainment Group
Moderator: R. Thomas Umstead, Multichannel News Programming Editor
11:45 a.m.: Late Morning Keynote: Local Broadcast
New and Improved Local Broadcast Television
Local broadcast is where Hispanic TV started. And, it was where leading consumer products like Tide, Clorox and Colgate had their introduction to U.S. Hispanic viewers. Today, local TV plays an increasingly important and changing role. In this fast-paced, one-on-one conversation, Telemundo Station Group's Ronald Gordon shares his personal perspective of timely issues like serving the changing interests of advertisers, filling the broadband spectrum, expanded local news coverage, high definition and, developing new programming with a local perspective.
Keynote Guest: Ronald Gordon, President, Telemundo Stations Group
Interviewer: Michael Malone, B&C Deputy Editor
Noon: Luncheon and Award Ceremony: Achievement in Hispanic Television
Sponsored by Telemundo
Each year, the distinguished Award for Achievement in Hispanic Television is presented during a luncheon ceremony to a single individual who has been responsible for helping the Hispanic TV industry generate millions in revenues. This year's award is presented to an executive who leads the agency that represents many of the Hispanic TV market's top advertisers.
Honoree: Monica Gadsby, CEO, U.S. Multicultural & Latin America, Starcom MediaVest Group
1:45 p.m.: After-Lunch Special Conversation: Consumer Marketing & Promotions
Using TV Super Stars In Branded Promotions
What happens when Latina moms see their favorite novela star on a box of cereal? When Post featured Jencarlos Canela from Telemundo's popular Más Sabe el Diablo, sales of the cereal company's Honey Bunches of Oats soared and the brand was tied as the No. 1 seller among Hispanics. In addition to putting Canela's face on cereal boxes, the star was incorporated into the promotion's various telecasts and vignettes on several networks, including mun2. This unique conversation features both the star of the successful promotion and the product's brand manager.
Special Panel Guests:
Jencarlos Canela, Star of Telemundo's Más Sabe el Diablo
Tony Shurman, Senior Director, Marketing, Post Foods
Moderator: Laura Martinez, Hispanic TV Update Editor
2:15 p.m.: Session 3: Consumer Marketing & Promotions
Attracting Loyal Customers and Viewers:
The Art and Science of Acquisition, Retention and Tune-in Promotions
This creative panel discussion features leading marketers and promotions executives sharing their best practices for ensuring that Hispanic TV networks draw viewers and that pay TV companies attract and keep their Hispanic customers.
Panelists: Laura Dergal, VP, Univision On Demand, Univision
Renata Franco, Senior Manager, Segmentation Marketing, Cox Communications
Karen Habib, Director, Hispanic Marketing & Development, Eclipse Marketing, publisher of Nexos Latinos
Oscar Madrid, Director of Multicultural Marketing, Verizon Communications
Marisol Martínez de Rodríguez, Senior Director, Target Marketing, Time Warner Cable
Hector Placencia, Senior Director, DirecTV Mas and World Direct
Moderator: Adriana Waterston, Horowitz Associates Vice President Of Marketing, Business Development
3 p.m. Afternoon Break
Sponsored by ESPN Deportes
3:15 p.m.: Afternoon Keynote: Distribution
Carrying A Network Brand Across Platforms
Traug Keller, an executive from ESPN, one of pay TV's most established brands, will chat with Mike Greenberg, co-host of the popular ESPN Radio sports-talk show Mike & Mike in the Morning, about how ESPN transformed itself from a single sports channel to a worldwide media company. This candid conversation will provide some practical ideas for how to identify the increasing number of opportunities for content providers to distribute programming and licensed properties.
Traug Keller, SVP Production & Business Divisions, ESPN
Interviewer: Mike Greenberg, co-host of Mike & Mike in the Morning and anchor, SportsCenter, ESPN
3:45 p.m.: Session 4: Distribution
The Current Environment and Competitive Trends for Network Distribution
The distribution options for the networks targeting Hispanic viewers have certainly changed since this summit was first held nine years ago. Today, digital technology as well as mobile and online options, offer programmers new and expanded choices that either compete with or complement their existing distribution partnerships. What does this mean for pay TV providers? Where is there a win-win-win scenario for viewers, programmers and providers?
Jennifer Ball, SVP, Distribution Marketing, Univision
Antonio Briceño, VP, Programming & Distribution, Imagina U.S.
Homer González III, Director, Content Acquisition, Comcast Cable
Marcos A. Jorge, EVP, Super Canal
José Pérez, VP of Programming, Mega TV
Moderator: Bob Watson, Former Vice President Of Time Warner Cable Of NYC
4:30 p.m.: Session 5: Executive Roundtable
The State Of The Hispanic TV Business From The Executive Viewpoint
Industry leading executives meet to discuss revenue "wins" for 2011 and what changes in financial health we can all expect in the business in 2012. They will address critical topics like revenue growth, the impact of the census on the Hispanic TV business, shifting trends and interests among Hispanics and, attracting new advertisers.
Ivan Bargueiras, GM, U.S. Hispanic, Discovery Communications
Vincent Cordero, EVP & General Manager, Fox Deportes
Jeffrey A. Hirsch, EVP & CMO, Residential Services, Time Warner Cable
James M. McNamara, Chairman, Cinelatino and Pantelion Films
Michael Schwimmer, CEO, nuvoTV
Steven Wolfe Pereira, EVP & Managing Director, MV42°
Moderator: Mark Robichaux, Multichannel News Editor In Chief
5:15 p.m.: Closing Remarks & Acknowledgements
5:15 - 7 p.m.: Cocktail Closing Reception
Manhattan Ballroom Level 8
Sponsored by Fox Hispanic Media including: Fox Deportes, NatGeo Mundo and Utilisima