Time Warner Cable and Univision Communications have launched the operator's first free Hispanic on-demand channel.
Through Lo Mejor On Demand, Time Warner Cable digital customers now have round-the-clock access to top Spanish-language programming from Univision, broadcast brethren TeleFutura and cable cousin Galavision.
To celebrate the LMOD launch, the parties will give passers by at the "crossroads of the world" a chance to check out top Univision fare. On Friday Oct. 23, Univision Network programming, including the morning show Despierta América (Wake-Up America), and entertainment shows Escándalo TV (ShowBiz TV) and El Gordo y La Flaca (The Scoop and The Skinny), will be broadcast live from Manhattan's Times Square.
Recent Time Warner Cable research revealed that more than 60%of Hispanic consumers preferred original Spanish-language content, but more than 63% of Spanish-dominant and 51% of bilingual Hispanic consumers had not watched a free-on-demand show or movie within the last month. To help fill this gap, the operator partnered with Univision to offer an extensive library of premium Spanish-language content to their Time Warner Digital Cable costumers, at no additional cost.
The channel will initially be available in Time Warner markets in New York, Los Angeles, Dallas, San Antonio, and San Diego, with more rollouts expected in 2010.
"At Time Warner Cable, our mission is to give our customers control in ways that are simple and easy, empowering Hispanic consumers to stay connected to the people and things that matter most to them," said Time Warner Cable CMO Sam Howe in a statement. "Lo Mejor On Demand offers Hispanics the content they're most passionate about -- from the comfort of their home. We are confident that, through our partnership with Univision, this unique
entertainment solution will encourage customers around the country to celebrate their passion for the rich Hispanic culture anytime they want."
Noted Tonia O'Connor, executive vice president, distribution sales and marketing for Univision:
"The partnership between Univision and Time Warner Cable allows us to bring our viewers more of the entertainment that they love, when they want it. We are proud to be part of Lo Mejor On Demand and are fully committed to helping Time Warner Cable enrich their Spanish-language offering."
Univision Communications is also providing on-demand programming through Comcast Media Center to Comcast and Verizon FiOS.
Making this product available, including content from the 2010 FIFA World Cup, was a key negotiating point as Univision inked a number of multiyear distribution pacts with top distributors over the course of this year.