New York -- Five years after hosting its first upfront ever, Discovery en Español came back to New York City to present its coming lineup and invite U.S. Hispanic agencies and marketers to advertise in the non-fiction network.
A breakfast event at the famed Four Seasons in midtown Manhattan was opened by David Zaslav, president and CEO of Discovery Communications, who flew in early in the morning from Chicago, where he attended the second to last taping of The Oprah Winfrey Show. "I didn't want to miss this," Zaslav told a crowd of over 200. "U.S. Hispanic is a huge growth area for us."
Zaslav also announced that starting in October, the network will be measured with C3 NTI ratings. The adoption of the commercial ratings measure, as well as an expansive slate, underlines the programmer's commitment to Discovery en Español, which has boasted five consecutive years of double-digit ratings growth, as well as newly launched Discovery Familia.
All told, Discovery en Español will be premiering 50 new series and 30 new seasons, all in Spanish, either from Discovery Latin America or the U.S., dubbed into Spanish.
Among the new shows, Discovery will premiere Early Intervention, documenting parents experiences as they work with experts to correct their child's behavioral problems. At hand to present the lineup for the women-targeted Discovery Familia was writer and columnist Jeannette Torres-Alvarez, who is being positioned as an early childhood expert and will host a series of capsules on parenting.
Dave Salmoni, Discovery's animal expert, was also at hand to present some of Discovery's programming around wild animals and said to be "really excited" to share his experiences with the U.S. Hispanic audiences.
Discovery, which spent $800 million in content in 2010, is expected to invest up to $1 billion this year, with the lion's share of the investment going toward developing home-grown versions of existing programs.