Mauro Panzera, the former senior director of multicultural marketing at Comcast, has joined Sirius XM as Vice President of Hispanic Marketing, a newly created position. Prior to joining Sirius XM, Panzera was Comcast’s senior director of multicultural marketing, a position he had held since 2002. That position was eliminated in 2009 and he had been consulting independently since then.

The hiring of Panzera is the latest of a series of initiatives by the satellite radio provider to boost its Hispanic offering. In April, National Latino Broadcasting (NLB) announced it was selected by Sirius XM to lease two channels on a long-term basis, one of which is the Cristina Channel, a women-targeted channel powered by TV talk show icon Cristina Saralegui. In addition to curating content for the channel, Saralegui will air a weekly talk show, and specials on several subjects.

Panzera is based in New York City and reports to Sirius XM’s President and Chief Content Officer Scott Greenstein.

A Sirius XM spokesperson declined to give out more specifics about the company’s Hispanic strategy. But in a May conference with investors, Sirius XM’s CEO Mel Karmazin stated: “We’ll be expanding our audio content lineup with new channels, including a suite of new Spanish-language channels. With 50 million Hispanics in the United States, we see significant upside potential with our expansion here.”

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