“Paquetazo is—as its name suggests—the mother of all Latino channel bundles,” says Time Warner’s regional VP of Communications Patti Rockenwagner. “It’s the most robust Span-language offering in SoCal, in terms of range and volume, compared with the competition.”
At $34.95 per month for over 50 Spanish-language channels and over 100 English-language channels, Time Warner is describing it as a value-driven package. The mix of English and Spanish channels in the offering is meant to cater to multi-generational, multi-lingual households—a mainstay in the region. Rockenwagner tells Portada that upwards of 40% of TWC’s service areas in SoCal can be described as Latino.
In terms of content, the offering is a mix of regional Mexican and Latin American channels, and is diverse in its genres, which include: Kids/Family programming, movies and sports coverage.
The new offering will be supported by Out-of-Home advertising, Print (Papers, Direct mail, FSIs) Television and Radio commercials, starting toward the end of April.
SoCal Hispanic agency Al Punto is handling all of the creative and media buying planning responsibilities.
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