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What: Audience-driven technology company Targeted Victory has partnered with Hispanic digital platform Pulpo Media by adding Hispanic Data to the Targeted Victory Audience Exchange.
Why it matters: Through the agreement, data and audience segments from Pulpo Media will be added to Targeted Victory’s Audience Exchange marketplace.The partnership is mostly aimed to target Hispanic voters, traditionally a demographic with low voting participation,  digitally in upcoming election campaigns and recognizes that a modern targeted  political advertising campaign must account for Hispanic demographics, across acculturation levels and digital devices.

 Portada interviewed Pulpo media’s Maria Lopez-Knowles on this partnership.

descargadescarga (1)Targeted Victory, an audience-driven technology company that specializes in programmatic media buying, has partnered with Hispanic digital platform Pulpo Media.

Through this agreement, data and audience segments from Pulpo Media will be added to Targeted Victory’s Audience Exchange marketplace. These new audience segments are available to self-service Targeted Engagement users and full-service Targeted Victory clients.

Maria_Lopez_Knowles_Pulpo_Media-1380102749Portada talked to Maria Lopez-Knowles, CMO at PULPO MEDIA, on this recent agreement:

Portada: Can you explain what an Audience Exchange marketplace means as opposed to an Ad-Exchange? Is Targeted Victory’s specialty in political audiences?

Maria Lopez-Knowles: “Ad exchange is a platform that facilitates bidding of online media ad inventory from multiple ad networks. Audience exchange is a platform that ensures that the most appropriate audience is served up an ad based on in-depth knowledge of that audience or consumer, including historical and/or transactional information about said consumer. It connects the most propended consumer with the most appropriate messaging.Yes, Targeted Victory’s specialty is indeed in political audiences.”

Portada: We understand that this partnership is mostly geared to find accurate means to target Hispanic voters digitally. Is that the case and why?

Maria Lopez-Knowles: “Absolutely. Digital Hispanics are overwhelmingly active online and it is the medium where they have found their voice. We see it across the board. Our acculturation model allows advertisers to not only target them more effectively, but message to an audience based on acculturation level – ensuring that it resonates with that Hispanic consumer in order to drive an affective brand connection, engagement, and advocacy.”

Portada: What election campaigns coming up in the U.S. are particularly prone to have strong political advertising targeting the Hispanic demographic?

Maria Lopez-Knowles: “Mid-term elections are going to be significant. That said, any Senate, House, Gubernatorial or Presidential election is critical for Hispanic voters and all should participate. 17% of the U.S. population is Hispanic. Their voices need to be heard.”

Any Senate, House, Gubernatorial or Presidential election is critical for Hispanic voters and all should participate. 17% of the U.S. population is Hispanic. Their voices need to be heard

Portada: Do you think digital advertising can be a good remedy to increase the low Hispanic participation rate at elections?

Maria Lopez-Knowles : “Absolutely. We know that online Hispanics, our (i)Hispanic segment, are comprised primarily of influencers. They are persuasive and actively involved in interpreting, demystifying, and translating for their foreign-born family and friends – this includes political issues. Reaching and touching them allows advertisers to drive greater advocacy. This co-branding, if you will, facilitates message reception and total Hispanic market return.”

Reaching and touching hispanics,  allows advertisers to drive greater advocacy

 

What: Spanish-language content producer Cisneros Media has partnered with RRsat , provider of digital media services,to deliver its content around the world, launch new channels and expand into new territories, especially Latin America.
Why it matters: RRsat’s Media Asset Management (MAM) system enables Cisneros Media to acquire large volumes of content in real time and automatically playout and distribute it within seconds, maximizing and optimizing the return on assets.

descarga (3)RRsat Global Communications Network Ltd., a leading provider of digital media services, including content management and global distribution services to the broadcasting industry, has announced the signing of a seven year agreement with Cisneros Media, producer of Spanish-language content in the Americas, as well as the owner and operator of Pay-TV channels in the region.

RRsat will provide Cisneros Media services globally including its’ portfolio of Pay-TV channels, which comprises Venevision Plus, VmasTV and VePlusTV, for the enjoyment of the Latin American community. As business and operations expand, a new RRsat playout center will be established at the Venevision Studios. The planned playout center will be housed at Cisneros Media’s Miami studios, one of South Florida’s most prominent production facilities with over 120,000 square feet, encompassing six sound stages as well as post-production and office space.

RRsat’s Media Asset Management (MAM) system enables Cisneros Media to acquire large volumes of content in real time and automatically playout and distribute it within seconds, maximizing and optimizing the return on assets. RRsat will also have strength connectivity to its U.S. media center in Hawley, PA and RRsat’s global fiber network, providing the ability to expand into additional key global markets for the benefit of the Latin American and Hispanic communities across the globe.

RRsat’s Media Asset Management (MAM) system enables Cisneros Media to acquire large volumes of content in real time and automatically playout and distribute it within seconds, maximizing and optimizing the return on assets. 
 

CisnerosMedia-JonathanBlum-MR“RRsat’s high standards and quality service enables us to exceed the growing necessities of our clients and the demands of our viewers for more variety of content, expanded reach, greater accessibility and viewing experience,” said Jonathan Blum (photo), President of Cisneros Media.

“This partnership with Cisneros Media demonstrates RRsat’s long term vision to strengthen our broadcasting presence within Latin America, making the region one of our leading target markets with our customers,” stated Dante Neyra, Head of Commercial Services & Development of RRsat America.

Cosme Lopez, General Manager of Cisneros Media’s Pay-TV unit, emphasized the importance of the partnership: “This alliance is an important part of our global strategic objectives as it provides us with a solid and versatile technical operational platform. As a result, it not only enables us to deliver our programming to our clients via a secure and reliable satellite signal, but most importantly, we will have the capability to launch new channels and expand into new territories, such as Europe and Africa; and all from our own home.”

What: Spanish-language content producer Cisneros Media has partnered with RRsat , provider of digital media services,to deliver its content around the world, launch new channels and expand into new territories, especially Latin America.
Why it matters: RRsat’s Media Asset Management (MAM) system enables Cisneros Media to acquire large volumes of content in real time and automatically playout and distribute it within seconds, maximizing and optimizing the return on assets.

descarga (3)RRsat Global Communications Network Ltd., a leading provider of digital media services, including content management and global distribution services to the broadcasting industry, has announced the signing of a seven year agreement with Cisneros Media, producer of Spanish-language content in the Americas, as well as the owner and operator of Pay-TV channels in the region.

RRsat will provide Cisneros Media services globally including its’ portfolio of Pay-TV channels, which comprises Venevision Plus, VmasTV and VePlusTV, for the enjoyment of the Latin American community. As business and operations expand, a new RRsat playout center will be established at the Venevision Studios. The planned playout center will be housed at Cisneros Media’s Miami studios, one of South Florida’s most prominent production facilities with over 120,000 square feet, encompassing six sound stages as well as post-production and office space.

RRsat’s Media Asset Management (MAM) system enables Cisneros Media to acquire large volumes of content in real time and automatically playout and distribute it within seconds, maximizing and optimizing the return on assets. RRsat will also have strength connectivity to its U.S. media center in Hawley, PA and RRsat’s global fiber network, providing the ability to expand into additional key global markets for the benefit of the Latin American and Hispanic communities across the globe.

RRsat’s Media Asset Management (MAM) system enables Cisneros Media to acquire large volumes of content in real time and automatically playout and distribute it within seconds, maximizing and optimizing the return on assets. 
 

CisnerosMedia-JonathanBlum-MR“RRsat’s high standards and quality service enables us to exceed the growing necessities of our clients and the demands of our viewers for more variety of content, expanded reach, greater accessibility and viewing experience,” said Jonathan Blum (photo), President of Cisneros Media.

“This partnership with Cisneros Media demonstrates RRsat’s long term vision to strengthen our broadcasting presence within Latin America, making the region one of our leading target markets with our customers,” stated Dante Neyra, Head of Commercial Services & Development of RRsat America.

Cosme Lopez, General Manager of Cisneros Media’s Pay-TV unit, emphasized the importance of the partnership: “This alliance is an important part of our global strategic objectives as it provides us with a solid and versatile technical operational platform. As a result, it not only enables us to deliver our programming to our clients via a secure and reliable satellite signal, but most importantly, we will have the capability to launch new channels and expand into new territories, such as Europe and Africa; and all from our own home.”

What: CNN Latino ends television programming after broadcasting for a year in Spanish for the  U.S. Hispanic market.  CNN  en espanol (in Spanish), the Spanish-language version of CNN that is mostly aired in Latin America, will continue on air.
Why it matters: CNN Latino did not meet revenue expectations. The failure highlights the challenge in building a Spanish language news network targeting the U.S. Hispanic market. 

Translated by Celeste Martorana

CNN Latino -CNN Latino, the news network directed to the Hispanic market in the US, will close down its programming operations after a year, this February.

“CNN Latino was a bold effort to emphasize CNN’s commitment to the Hispanic market in the United States,” said Isabel Bucaram , a spokeswoman for CNN in Spanish.

“During 2013 we learned a lot and will use that knowledge to continue to innovate and evolve our presence in the Hispanic community in the United States,” Bucaram added.

Unluckily, despite the best efforts of many people, CNN Latino did not meet business expectations  and its programming will finish this month.

CNN in Spanish, the Spanish-language version of CNN, will continue on air.

CNN Latino’s history

CNN Latino began operating from Los Angeles in January 2013. Months later, it expanded coverage to Miami, where it began broadcasting on August 19 including a programming Spanish block made for the US Hispanic market.

CNN Latino Miami programming included shows like “Cala” featuring Ismael Cala, “Maria Elvira,” with María Elvira Salazar, “Showbiz Latino”, CNN Vida, “Buenos días Miami” with Tomás García Fusté y “Prohibido callarse” with Roberto Rodríguez Tejera.

The programs were transmitted on Channel 18 WDFL open signal, Comcast Channel 18, AT & T channel 20 and Atlantic Broadband channel 82. In addition, it was broadcast to other markets such as Los Angeles, New York, Orlando, Tampa, Phoenix and Salt Lake City, where they calculated it reached more than a third part of all Hispanic households in the United States.

What: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.
About Fusion

Fusion is a news, pop culture and satire TV and digital network. It will engage and champion a young, diverse, and inclusive America with a unique mix of smart and irreverent original reporting, lifestyle and comedic content. Fusion launched in millions of households nationwide on October 28, 2013. Six major distributors are carrying the cable network, including Cablevision, Charter, Cox, AT&T U-Verse, Verizon FiOS and Google Fiber. For more information about Fusion visit fusion.net or follow us on Twitter, @ThisIsFusion, and facebook.com/FusionNetwork. Fusion is a joint venture between Univision Communications Inc. and the Disney/ABC Television Network.

About SMG Multicultural
SMG Multicultural is the largest brand communications organization in the U.S. specializing in Hispanic, African-American, Asian-American and emerging market consumers. Within our three brands -Chicago-based Tapestry and Spark Multicultural and New York-based 42 Degrees at MediaVest (MV42)- we offer a portfolio of strategic services that engage consumers in meaningful ways with some of the top brands across the globe. Whether its media planning and buying, communications planning, performance media, digital communications, data and analytics, branded entertainment, gaming or event marketing, our media experts consistently strive to lead and invent within the multicultural space.

What: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.

What: With an exclusive interview with President Obama, yesterday took place the much anticipated launch of the new Univision-ABC English-language TV channel aimed at young Hispanics, dubbed Fusion.
Why is it important: Fusion attempts to meet younger viewers’ rapidly-changing media consumption habits. Although initially aimed towards second and third-generation Latinos (a segment advertisers are increasingly interested in reaching), this channel, run by the leader in Latin media, will ultimately address a much wider audience, that is, adults under 35 years of age, of all ethnic backgrounds. The buzz generated by this new venture is loud and solid.

Fusion kicked off Monday, October 28, at 6:57 p.m. EST, with a special edition of “America with Jorge Ramos”, featuring an interview with President Barack Obama conducted by ABC News correspondent Jim Avila. This new TV channel will launch initially with a limited distribution, as it will be available in only about 20 million homes (1/5 of the U.S. households with paid TV subscriptions).

According to L.A. Times, Cablevision, Charter Communications and Cox Communications are the cable companies that will carry the new channel –plus, At&T U-Verse, Verizon FiOS and Google Fiber are also involved. ABC will be in charge of distribution, while Univision will be responsible for programming. Both companies have been planning the new channel for more than two years. Fusion’s website is integrated in the Yahoo-ABC News Network.

Although Fusion targets young Hispanics, it will not have a traditional Latino-feel because these younger generations are American and don’t want to be treated as if they were not (“They don’t want to be ghettoized“, says Fusion’s CEO Isaac Lee), that’s why its contents will be in English.

LOS ANGELES TIMESEnglish-language cable TV channel Fusion is designed to appeal to young U.S.-born Latinos who primarily speak English. The initiative, a 50-50 joint venture with Disney/ABC Television, hopes to engage members of the millennial generation, those roughly between the ages of 18 and 34. Colombian-born Isaac Lee (42), Fusion’s recently appointed CEO, said that, since twenty percent of millennials are Latino, while researching the target audience for the new venture they soon saw that the opportunity was not just with Hispanics, but also with millennials. Lee also said that the channel will not try to cover breaking news because most younger viewers learn about big events through Twitter and elsewhere on the Internet.

This is a huge opportunity. Hispanics are young, and the purchasing power of millennials is going to be bigger than baby boomers’ very soon.

–Isaac Lee, president of Univision News and newly-named chief executive officer of Fusion

 

ADAGEFew parts of the media business are growing as quickly as Hispanic media. However, as competitors add their own new channels variously focused on Hispanics, young people and news, where will Fusion fit? The motivation to the network is clear: Hispanic media spending is growing faster than the general market, increasing 11% to $7.9 billion in 2012. TV accounts for most of that spending, at $5.8 billion, but just $246 million goes to Hispanic cable TV networks. Fusion seeks to change that ratio by targeting millennial Hispanics with hard news, news satire, sports and commentary in English. Marc Morse, senior VP-national broadcast at media agency RJ Palmer, said that although Hispanic viewers can be found in other places, marketers who dedicate time and money on programming specifically targeting the Hispanic market have a greater recall.

We are winking at Hispanic, but Fusion is not overtly Hispanic. If you’re not Hispanic, you won’t feel like the network isn’t for you.
–Catherine Sullivan, senior VP-ABC News Sales

 

REUTERSThe target demographic for the new English-language channel is several decades younger than the audiences for CNN, MSNBC and Fox News, which pull in viewers with a median age of 60 or higher, according to media research company Nielsen. The new channel will also test the market for TV news developed for Hispanics, the fastest growing segment of the U.S. population, but delivered in English rather than Spanish. Some of its programming will feature a heavy dose of humor, a bid for viewers who keep up with current events through shows like “The Daily Show with Jon Stewart.” Fusion will turn to ABC reporters for news from around the world, and for special events such as election night coverage. The Disney team will handle ad sales and distribution for Fusion, bringing the ability to sell it to cable operators in a package with its popular sports channel, ESPN.

Fusion is hoping to cash in on advertisers’ awareness of the growing purchasing power of Hispanics, estimated to rise to $1.5 trillion by 2015 from $1 trillion in 2010, according to a 2012 study by Nielsen. Advertisers may still take some persuading to break with a long-held tradition of reaching Hispanics in Spanish.

The mantra of Spanish to reach Hispanics is still very strong. A lot of advertisers are afraid of trying to do it in English.
–Arturo Villar, publisher of Hispanic Market Weekly

 

MIAMI HERALDFusion offers a look at the challenges in pursuing Hispanic consumers, perhaps the hottest target in marketing today. The network scrapped the initial Latin identity after focus groups showed young Hispanics were put off by the idea of a television channel centered on their ethnicity, said Isaac Lee, head of news at Univision and CEO of Fusion. Univision’s anchor Jorge Ramos (55) was an obvious choice for Univision’s original concept, but the rest of the line-up captures Fusion’s unconventional approach to news and talk: an animated satire show, comedians taking on sports, a puppet talk show, and an evening program on sex and politics.

Fusion’s broader demographic makes for complicated marketing, since Lee and others say young Hispanics remain their primary target. “Imagine if you are doing archery,” Lee said. “The bull’s-eye, the red dot, is still an Hispanic. But the whole target is not just the red dot.”

The only way to reach [Hispanic millennials] is to provide fantastic content, and to include them.
–Isaac Lee, CEO, Fusion

 

FRANCE 24 (AFP)Fusion touts itself as a channel aimed at “a young, diverse and inclusive America” and said it would offer “a unique mix of smart and irreverent original reporting, lifestyle and comedic content.” Fusion’s CEO Isaac Lee said that over 80 percent of millennials sleep with their phones next to their beds every night because they don’t want to miss a beat, so the new channel will try to respond to their media consumption needs.

We want to be the ones [young Hispanic millennials] wake up with. This beta site will help lay the building blocks as we continue to develop our digital properties.
–Isaac Lee, CEO, Fusion

 

What: With an exclusive interview with President Obama, yesterday took place the much anticipated launch of the new Univision-ABC English-language TV channel aimed at young Hispanics, dubbed Fusion.
Why is it important: Fusion attempts to meet younger viewers’ rapidly-changing media consumption habits. Although initially aimed towards second and third-generation Latinos (a segment advertisers are increasingly interested in reaching), this channel, run by the leader in Latin media, will ultimately address a much wider audience, that is, adults under 35 years of age, of all ethnic backgrounds. The buzz generated by this new venture is loud and solid.

Fusion kicked off Monday, October 28, at 6:57 p.m. EST, with a special edition of  “America with Jorge Ramos”, featuring an interview with President Barack Obama conducted by ABC News correspondent Jim Avila. This new TV channel will launch initially with a limited distribution, as it will be available in only about 20 million homes (1/5 of the U.S. households with paid TV subscriptions).

According to L.A. Times, Cablevision, Charter Communications and Cox Communications are the cable companies that will carry the new channel –plus, At&T U-Verse, Verizon FiOS and Google Fiber are also involved. ABC will be in charge of distribution, while Univision will be responsible for programming. Both companies have been planning the new channel for more than two years. Fusion’s website is integrated in the Yahoo-ABC News Network.

Although Fusion targets young Hispanics, it will not have a traditional Latino-feel because these younger generations are American and don’t want to be treated as if they were not (“They don’t want to be ghettoized“, says Fusion’s CEO Isaac Lee), that’s why its contents will be in English.

LOS ANGELES TIMESEnglish-language cable TV channel Fusion is designed to appeal to young U.S.-born Latinos who primarily speak English. The initiative, a 50-50 joint venture with Disney/ABC Television, hopes to engage members of the millennial generation, those roughly between the ages of 18 and 34. Colombian-born Isaac Lee (42), Fusion’s recently appointed CEO, said that, since twenty percent of millennials are Latino, while researching the target audience for the new venture they soon saw that the opportunity was not just with Hispanics, but also with millennials. Lee also said that the channel will not try to cover breaking news because most younger viewers learn about big events through Twitter and elsewhere on the Internet.

This is a huge opportunity. Hispanics are young, and the purchasing power of millennials is going to be bigger than baby boomers’ very soon.

–Isaac Lee, president of Univision News and newly-named chief executive officer of Fusion

 

ADAGE – Few parts of the media business are growing as quickly as Hispanic media. However, as competitors add their own new channels variously focused on Hispanics, young people and news, where will Fusion fit? The motivation to the network is clear: Hispanic media spending is growing faster than the general market, increasing 11% to $7.9 billion in 2012. TV accounts for most of that spending, at $5.8 billion, but just $246 million goes to Hispanic cable TV networks. Fusion seeks to change that ratio by targeting millennial Hispanics with hard news, news satire, sports and commentary in English. Marc Morse, senior VP-national broadcast at media agency RJ Palmer, said that although Hispanic viewers can be found in other places, marketers who dedicate time and money on programming specifically targeting the Hispanic market have a greater recall.

We are winking at Hispanic, but Fusion is not overtly Hispanic. If you’re not Hispanic, you won’t feel like the network isn’t for you.
–Catherine Sullivan, senior VP-ABC News Sales

 

REUTERSThe target demographic for the new English-language channel is several decades younger than the audiences for CNN, MSNBC and Fox News, which pull in viewers with a median age of 60 or higher, according to media research company Nielsen. The new channel will also test the market for TV news developed for Hispanics, the fastest growing segment of the U.S. population, but delivered in English rather than Spanish. Some of its programming will feature a heavy dose of humor, a bid for viewers who keep up with current events through shows like “The Daily Show with Jon Stewart.” Fusion will turn to ABC reporters for news from around the world, and for special events such as election night coverage. The Disney team will handle ad sales and distribution for Fusion, bringing the ability to sell it to cable operators in a package with its popular sports channel, ESPN.

Fusion is hoping to cash in on advertisers’ awareness of the growing purchasing power of Hispanics, estimated to rise to $1.5 trillion by 2015 from $1 trillion in 2010, according to a 2012 study by Nielsen. Advertisers may still take some persuading to break with a long-held tradition of reaching Hispanics in Spanish.

The mantra of Spanish to reach Hispanics is still very strong. A lot of advertisers are afraid of trying to do it in English.
–Arturo Villar, publisher of Hispanic Market Weekly

 

MIAMI HERALD – Fusion offers a look at the challenges in pursuing Hispanic consumers, perhaps the hottest target in marketing today. The network scrapped the initial Latin identity after focus groups showed young Hispanics were put off by the idea of a television channel centered on their ethnicity, said Isaac Lee, head of news at Univision and CEO of Fusion. Univision’s anchor Jorge Ramos (55) was an obvious choice for Univision’s original concept, but the rest of the line-up captures Fusion’s unconventional approach to news and talk: an animated satire show, comedians taking on sports, a puppet talk show, and an evening program on sex and politics.

Fusion’s broader demographic makes for complicated marketing, since Lee and others say young Hispanics remain their primary target. “Imagine if you are doing archery,” Lee said. “The bull’s-eye, the red dot, is still an Hispanic. But the whole target is not just the red dot.”

The only way to reach [Hispanic millennials] is to provide fantastic content, and to include them.
–Isaac Lee, CEO, Fusion

 

FRANCE 24 (AFP) – Fusion touts itself as a channel aimed at “a young, diverse and inclusive America” and said it would offer “a unique mix of smart and irreverent original reporting, lifestyle and comedic content.” Fusion’s CEO Isaac Lee said that over 80 percent of millennials sleep with their phones next to their beds every night because they don’t want to miss a beat, so the new channel will try to respond to their media consumption needs.

We want to be the ones [young Hispanic millennials] wake up with. This beta site will help lay the building blocks as we continue to develop our digital properties.
–Isaac Lee, CEO, Fusion

 

What: Alterna’TV is launching a Hispanic-focused wellness channel called INTI Network TV to cable television providers in the U.S.
Why is it important: As Alterna TV’s affiliate director of sales Maricela Hernandez puts is, Latinos are very much interested in improving themselves, their environment and in wellness topics in general. Branded communications can address this interest.

Alterna’TV, a subsidiary of Latin America’s satellite service provider Satmex, is launching a Hispanic-focused wellness channel called INTI Network TV to cable television providers in the U.S. The channel’s programming will include yoga, meditation, self-help, spiritual growth, relationship to the environment, family and community, travel, arts and culture, among other wellness topics for Spanish-speaking, 25 to 54 year old Latinos.

The network, INTI, is named after the Inca word for sun, “initi,” which means the source from which life radiates. In short, INTI Network TV is “the essence of who we are.”

U.S. carriage partners working with Alterna’TV are: AT&T U-Verse; Cablevision’s iO en Espanol; Charter Latino; Comcast; DirecTV; Dish Network; Grande Communications; RCN; San Bruno Municipal Cable TV; Time Warner Cable and Wave Broadband.

Sources: Voxxi, Hispanic Business.

moguldom_home_Innovation_Final 300Moguldom Media Group, a digital media company serving multicultural audiences, announced the launch of Lossip, the Hispanic counterpart to Moguldom’s popular African American destination, Bossip. The English-language website will cover pop culture and entertainment for the young Hispanic audience, with particular resonance among multicultural females 18-34. The site is the inaugural production of Moguldom Hispanic, a new division dedicated to providing engaging content and a strong voice for today’s culturally savvy and digitally native Hispanic audiences.

“Unlike traditional Hispanic media, which tends to cater to advertisers and celebrities rather than its actual consumers, Lossip and other Moguldom Hispanic properties will create content that puts users first,” said Lossip Deputy Editor Sugey Palomares.

Moguldom Hispanic will follow its launch of Lossip with the introduction of LatinaMadre, with a focus on young Hispanic mothers, later this year.

“We won’t be afraid to take a strong point of view—we’ll speak ‘sin pelos en la lengua,’ and serve as a pop culture curator for the new Latino generation.”

Topics covered will include mainstream and up-and-coming Latino crossover celebrities, leaders of Latino urban culture, and political figures and issues. Content will include original editorial and video productions for web and mobile as well as authentic native advertising opportunities for Moguldom’s brand partners.

With the creation of its new Hispanic division, Moguldom builds upon its reputation for delivering the most engaging content to its audience —outperforming entertainment news properties such as TMZ, Gawker, and RadarOnline. Lossip will bring Moguldom’s proven mix of authenticity, leading-edge digital media expertise, and urban sensibility to engage young Hispanic females, filling an unmet need for strong, opinionated, and funny coverage, and going beyond race and language to address young Latinos’ cultural duality.

The millennial Hispanic audience targeted by the new Moguldom division—two-third of whom were born in the U.S.—differs in significant ways from earlier generations. Unlike their parents, who kept a lower profile, most Hispanic millennials aren’t afraid to stand out, be unique, and claim their Latino identity. English is their primary language and as a result they are likely to visit English-language websites. They are also highly mobile, social, and tech-oriented: half of Hispanics 18-29 use a mobile device for Internet access at home, and consumer technologies are key markers of status. Moguldom Hispanic will follow its launch of Lossip with the introduction of LatinaMadre, with a focus on young Hispanic mothers, later this year.