What: Grupo ¡HOLA! will launch pay TV channel ¡HOLA! TV and begin broadcasting in Latin America and the U.S. in the following weeks.
Why is it important: Traditional media have acknowledged the fact that they need to expand to multiple platforms so as to reach new audiences, stay on top-of-mind and diversify their business.
Yesterday it was officially announced that Grupo ¡HOLA! has partnered with ATRESMEDIA TELEVISION to launch pay TV channel ¡HOLA! TV. It will begin broadcasting in the coming weeks throughout Latin America and the U.S.
The new channel’s programming will include original productions created specifically for Latin American and U.S. Hispanic audiences and will share common themes and content with the magazine, including access to high society, royals, icons, human-interest stories and fashion, as well as the brand’s famed aspirational and lifestyle content.
¡HOLA! TV will be produced in Miami and based at Imagina US’ studios. The network will be overseen by the newly appointed Chief Executive Officer and General Manager Ignacio Sanz de Acedo, who has 18 years of experience in the industry, beginning in Discovery Networks in 1995. Before joining ¡HOLA! TV, he served as senior vice president of Ad Sales for E! Entertainment Television Latin America, where he oversaw implementation of operational, sales, marketing and programming strategies spanning 15 countries that boosted revenue by 400%.
The top executives that will join Sanz de Acedo’s senior leadership team are Raúl García-Diez, of ATRESMEDIA TELEVISION, who will oversee original productions and collaborate with ¡HOLA! editors throughout the world; Patrick Ilabaca, who will lead marketing, communications and creative services and thus will be responsible for the overall promotion, positioning and development of the brand; Maggie Salas-Amaro, head of programming and acquisitions, in charge of buying content for the channel and shaping its programming offerings through the acquisition of popular television shows and series, and Marcos Pérez Salvador, Chief Financial Officer for the network.