Operators’ Hispanic Strategies

Big Multichannel Video Programming Distributors Detail Packages Targeting U.S. Latinos

Verizon FiOS TV
Basic video subscribers:
5.4 million
High-Speed Internet connections: 9.1 million
Mobile subscribers: 104.6 million

Retail residence voice connections: 10.9 million
Contact: Oscar Madrid, director of multicultural marketing
Hispanic video packages: Lowest cost option is “Spanish-Language Package” (around 70 Spanish-language channels priced at $14.99 per month, with a current promotion for 50% off for the first 12 months); the more popular options are TV Mundo (165 total channels in English and Spanish, of which 20 are in HD) and TV Mundo Total (170 total channels in a monthly triple-play bundle with Internet and voice for $89.99, with $10 off if you order online); various more expensive options.
Hispanic VOD, HSI and bundles: Offers a variety of Spanish-language VOD movies and television programming; a Spanish-language package, TV Mundo and TV Mundo Total with other bundles; a Spanish-language website (Verizon.com/espanol); and Spanish-language online customer assistance
Major Hispanic markets: New York, New Jersey, Texas, Florida, California
Recent and future plans: Hispanic markets have always been an important part of the Verizon’s strategy, with the telco aiming to have some of the largest channel counts in the industry. In the last year, it added such channels as Cine Sony and Antenna 3 and has launched a number of promotions that offer gift cards to those who sign contracts; it simultaneously offers packages that don’t require contracts.
\Adding content to its Web and mobile platforms as well as new HD channels continues to be a major focus. Verizon also is taking a close look at its line-up to ensure it has both the most popular channels and a range of channels to serve the different ethnic groups that make up the Hispanic community.
In the first half of the year, Verizon heavily promoted World Cup offerings, which produced some strong results in what is traditionally a slow time of year for subscriber growth. The telco is working on promotions and marketing campaigns that include both FiOS and wireless divisions.

Cox Communications
Total residential and business customers:
About 6 million
Basic video subscribers: 4.5 million (SNL Kagan estimate)*
Hispanic video packages: Paquete Latino (about 35 Spanish-language networks and a total of more than 215 channels for $29.99 to $31.99 a month); El Mix (around 40 Spanish-language networks and more than 260 total channels for $39.99 to $44.99); Super Mix (40 Spanish-language and more than 270 total channels, VOD and Cox TV online, for $70.99); local systems customize channels and pricing
Hispanic VOD, HSI and bundles: Offers a variety of English- and Spanish-language movies, music and other TV programming on demand; has a variety of bundles, including a current promotion for a $75 triple-play offering for 12 months and other lower cost high-speed data and voice offerings; low-cost long-distance offerings include the Mi Mexico 200 plan and unlimited calls to landlines in Mexico
Major Hispanic markets: Arizona, Southern California and Las Vegas
Recent and future moves: As part of a completely revamped Hispanic strategy, Cox launched Paquete Latino and a Spanish-language website in 2004 and has since continued to expand offerings, with the launch of the El Mix tier in 2010
Cox has added channels in last two years and is targeting the total “Hispanic” market with offerings that will serve Spanish-dominant, bi-lingual and English-dominant Hispanics. It is also looking to expand Spanish-language VOD packages and to better serve Hispanic Millennials.
General market moves that are providing popular with Hispanics include the addition of unlimited calls to Mexico and other long-distance phone plans; as well as the Connect2Compete program for a $9.95 broadband plan for families who qualify for the free school-lunch program.

Basic video subscribers:
4.2 million
High-speed Internet subscribers: 4.6 million
Voice subscribers: 2.4 million

Contact: Joe Leonard, SVP, marketing and creative strategy, (203) 905-7991
Hispanic video packages: The new Latino View Package (more than 65 Spanish-language channels for $6.99 on top of its TV Select, Silver or Gold tiers); the enhanced Latino View package now includes more than30 Spanish-language HD channels.
Hispanic VOD, HSI and bundles: Has a growing library of VOD and TV everywhere content in Spanish; the new Charter Spectrum Triple Play is priced at $29.99 for video (includes more than 125 channels with free HD, thousands of the latest On Demand choices, and the Charter App that allows customers to view live TV anywhere in the home); Charter Spectrum Internet with speeds starting at 60Mbps is $29.99; and Charter Spectrum Voice is $29.99 for the first year when all three are combined.
Major Hispanic markets: Los Angeles; Fort Worth, Texas; Reno, Nevada; and rapidly growing Hispanic populations in Tennessee; South Carolina and portions of Washington, Nebraska and Georgia
Recent and future plans: Charter has become much more aggressive in the Hispanic market with new packages and bundles and, this year, expanding the number of channels in the Latino View pack to more than 65, up from 45 in 2013. The company plans to add more Hispanic and other ethnic programming in the future to build the most robust lineup of multicultural content in the industry.

Basic video subscribers: 2.8 million
High-speed Internet subscribers: 2.8 million
Voice lines: 2.3 million
Contact: Keith Agabob, vice president of video product management, (516) 803-2317, kagabob@cablevision.com
Hispanic packages: Optimum en Español (more than 50 Spanish-language channels, starting at $12.95 a month for subscribers to Optimum Value and above)
Hispanic VOD, HSI and bundles: More than one thousand hours of Spanish-language VOD programming a month; offers promotions tailored to the Hispanic community that include Spanish-language programming and international calling options; offers flat-rate plans for unlimited and long-distance calling within the U.S., Puerto Rico and Canada; usage-based international calling to more than 50 destinations for 2 cents per minute; offers Optimum Voice World Call, which provides up to 250 minutes of calling anywhere in the world, including up to 30 minutes of calls to Cuba, for $19.95.
Major Hispanic markets: Greater New York area, including the Bronx, parts of Brooklyn, parts of New Jersey and Long Island.
Recent and future plans: Optimum en Español, along with other international services offered by Optimum TV, has been carried across Cablevision’s footprint since 2006.
Over the last year Cablevision added several new Spanish-language networks, including Mexicanal and beIN Sports en Espanol. The operator has also been expanding its On Demand and TV to Go offerings, which now include On Demand content for more than 100 networks and TV to Go content for more than 125 networks. Hispanic TV to Go content includes beIN Sports en Español, Telemundo, Deportes Telemundo, Mun2, ESPN Deportes and Uvideos (content from Univision, UniMas and Galavision), which can be accessed directly from the new ‘TV to Go’ feature on the Optimum App. Customers can also use the Optimum App in their home to watch live TV and On Demand content on their mobile devices from the channels included in their cable subscription.
Cablevision has Spanish-language customer service as well as a Spanish-language customer Web portal, espanol.optimum.net. The MSO continues to offer a variety of Spanish-language and bilingual marketing campaigns.

Bright House Networks
Total customers: approximately 2.5 million
Basic video subscribers: 2.0 million (SNL Kagan estimate)*
Contact: Stephen Colafrancesco, corporate VP, marketing, Bright House Networks, (727) 329-2910
Hispanic video packages: Varies by location; the Tampa Bay and Central Florida/Orlando markets offer Nuestros Canales (a Spanish-language tier that features 24 exclusive Spanish-language video channels and five audio, plus Spanish-language VOD for $10 a month, on top of other video tiers); Florida markets also offer a total of 51 Hispanic networks carried in various tiers of service; the Bakersfield, Calif., market offers Nuestros Canales (a Spanish-language tier that features 22 exclusive Spanish-language video channels and five audio, plus Spanish-language VOD for $10, on top of other video tiers); Bakersfield has a total of 48 Hispanic networks carried in various tiers of service
Hispanic VOD, HSI and bundles: Bright House Networks offers Lo Mejor On Demand (more than 700 hours of programming from Univision, Galavision, Telemundo, ESPN Deportes, Fox Deportes and others); double- and triple-play bundles vary; for example the Mi Plan Latino Plus package (standard-level video service and Nuestros Canales) combined with HSD Standard is available for $99.00 per month; Mi Plan Latino Plus with HSD Standard and Phone is available for $120.00 per month; the High-Speed Data service offers extensive Spanish-language pages for Hispanic customers; Hispanic-targeted Mi Mexico and Latin American Call Plans are offered in all Bright House Networks markets
Major Hispanic markets: Florida, including Tampa Bay and Central Florida; and Bakersfield, Calif.
Recent and future moves: Bright House continues to work to improve its offerings, which include InfoMas, an exclusive 24-hour local Spanish channel with news, sports, weather, community news and other programming that is available in Florida on the digital tier. Recent channel additions include Mundo Fox in Florida and Bakersfield; six new Hispanic services were added in Birmingham, Ala., and eight joined the line-up in Indianapolis.

Researched, compiled and written by George Winslow; reflects current data as of Sept. 18. Subscriber counts are for residential services at the end of the second quarter. Bright House Networks is a privately held company that does not release its own subscriber estimates.