New York -- After 14 years on
the air, Fox Sports en Espanol this year decided to take its upfront
presentation on the road -- literally.
The Spanish-language sports
channel has sent an expandable truck into the heart of Manhattan to show its
programming and multimedia highlights to media planners and buyers.
It was the first time the
network skipped a traditional upfront presentation -- which had been held in
venues such as the New York restaurant Cipriani -- in favor of smaller,
targeted ones in Los Angeles, Chicago, New York and Miami.
"The market is changing," FSE senior
vice president of advertising sales Tom Maney told Hispanic TV Update after the presentation. "Besides, we realized so
few people were coming to New York City so we decided to go to them."
The presentation here was the
second to last of several stops on the tour, which began April 22 in Los Angeles.
The preview, which took place inside an expandable trailer parked on West 28th
Street in Manhattan, featured stand-up comedian Monique Marvez, who entertained
a mostly female audience with insights and jokes about men, women and
"Not long ago, we realized 70%
of our clients were women," said Maney in explaining the choice of
entertainment for the event.
Jokes aside, Maney said that
unlike previous presentations, the tour gives attendees a better look at FSE's
integration capabilities by showcasing TV, mobile and Internet properties.
"The 30-second spot is only
the beginning of the dialogue," he said.
Programming highlights for
2011 include the return of UEFA Champions League and Copa Santander
Libertadores, InterLiga, Top Rank Boxing and the Ultimate Fighting
The network will also continue
its news and commentary show, Tribuna Fox
Sports, and the recently launched La
hora de Cuauhtemoc Blanco, featuring the Mexican soccer star.
also said it will launch an HDTV feed on Jan. 1.