2013 Post Hispanic Upfront Television Guide a Digital Supplement to Broadcasting & Cable and Hispanicad.Com

2013 post hispanic upfront television guide a digital supplement to broadcasting & cable and hispanicad.com

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For Black & White in white mcn_standard.indd 3 5/15/2013 8:29:52 PM Q A THE QUEST TO& CLOSE THE AD GAP UNIVISION’S CESAR CONDE BELIEVES HISPANIC TELEVISION WILL CONTINUE TO GROW. CONVINCING CLIENTS TO PARTICIPATE REMAINS AN INDUSTRY FRUSTRATION.

Univision Networks president Cesar Conde is excited about the attention Spanish- language television—and forthcoming English-language offerings targeting Latinos— is getting from the mainstream media. In this Q&A with Adam R Jacobson, Conde discusses his network’s plans for 2013, including its digital initiatives and the vital importance of research in making the proper programming decisions across all screens.

Spanish-language Adam R Jacobson: Cesar Conde: As evidenced by the have witnessed rst-hand the power of television conti nues to att ract the lion’s number of new Hispanic o erings Spanish-language media. e challenge share of Hispanic adverti sing dollars, cropping up across the media industry for us all is to close the ad gap. and new networks have emerged in the these days, the size, importance and last year—namely MundoFox, Univision Univision seems to be a in uence of the U.S. Hispanic community ARJ: Deportes, TLNovelas, and the revamped communicati ons company in is nally receiving the widespread NuvoTV. It’s clear that the thirst for transformati on, with TeleFutura acknowledgement it deserves. ese new Spanish-language television hasn’t becoming UniMás and Fusion’s launch o erings validate that Spanish-language slowed. Yet NuvoTV and Univision’s set for Q3. Can you summarize the key media is driving this growth. ere are forthcoming English-language network drivers, in terms of programming and still some advertisers who have yet to Fusion, the joint venture with ABC content, for these networks? fully embrace the economic opportunity News, may reinforce the idea that they have when targeting the Hispanic younger Hispanics are consuming less viewer as their consumer. e math CC: UniMás provides an alternative to Spanish-language television and that shows that the number of active brands the Univision Network by delivering the primary audience for Spanish- in Spanish-language advertising is still content from some of the most highly language TV is now 35+. Do adverti sers lagging behind our English-language acclaimed Spanish-language producers understand the conti nued need and peers. Univision’s advertising partners do in the world: Televisa, Caracol Television importance of Spanish-language understand that in order to e ectively and RTI Colombia. UniMás delivers television, despite the surge in English- connect with Hispanic consumers, more action, more drama and more sports preferred Hispanics? content and messaging needs to be in- than [predecessor network Telefutura]. culture and in-language. ese partners Fusion will provide English-language

3a A SUPPLEMENT TO BROADCASTING & CABLE AND HISPANICAD.COM 2013 Q&A hispanic television guide

news, information, lifestyle and social media consumption. Research will Hispanics that today is available in more entertainment content, but through a always be important, and as audiences than 240 million devices—including Hispanic lens. add more platforms and devices to Xbox, Samsung, and Kindle. At our their viewing habits, everyone in the recent NewFront event, we unveiled : What sets the Univision Network ARJ industry will be playing catch-up. Like Flama, our new digital destination apart from its competi tors has much everyone else, we are exploring ways that will house original made-for-web to do with its access to Televisa to help our partners measure their content including recurrent series across programming—namely telenovelas. campaigns across multiple platforms. In a variety of genres, from comedy to What is some of the key programming fact, Univision, along with several other documentary, in addition to ancillary and content of interest to adverti sers? media companies, recently partnered editorial and the best in social features. with Nielsen for a pilot program that Where do you see Hispanic CC: Univision Network’s relationship measures online TV. ARJ: television networks, from a with Televisa gives us an enormous Television networks, in many programming and content perspecti ve, competitive advantage. We recently ARJ: ways, are no longer “television in 2023? Will younger Hispanics include reached a milestone by beating NBC for networks” but multi platf orm media Spanish-language media television in the rst time in an in-season sweep. is sources that now incorporate digital their weekly viewing habits? proves that we provide content that is and social platf orms. How is Univision appealing to Hispanics throughout the managing the content development country. We also provide U.S.- produced CC: Spanish-language media is alive

“The size, importance and inﬂ uence of the U.S. Hispanic community is ﬁ nally receiving the widespread acknowledgement it deserves.”

and rollout of programming for these productions and co- productions from and thriving. While most of the new content-delivery vehicles? Univision Studios. ese shows include English-language broadcast networks the highly popular Nuestra Belleza struggle to nd growth, Univision has Latina and Mira Quien Baila franchises, CC: ere is a huge demand for premium delivered gains and continues to attract which continue to deliver audiences. content on interactive platforms. We young audiences. In fact, our strongest e same can be said for our “tentpole” know consumer consumption patterns demographic performance is among event telecasts, including Premio Lo continue to change, and as an industry Adults 18-34. Certainly, a growing Nuestro, Premios Juventud, and the Latin we are evolving to meet the needs of our number of this segment is bilingual. GRAMMY Awards. audiences. In particular, Hispanics use Yet, Nielsen ratings show they are digital devices in big numbers and are seeking out and choosing the Univision : Research is vital for conti nued ARJ early technology adopters. We recognize Network. Out of the 25 most-watched growth of the U.S. Hispanic market, these trends and own the intersection of shows during the 2012-13 season for both from a programming and the two growth opportunities in media: bilingual Hispanics aged 18-34, 18 of marketi ng perspecti ve. How important Hispanic and digital. erefore, we these shows were on Univision. We also is quality research in determining the are focused on delivering a Univision- continue to deliver younger viewers best programming for all of Univision’s branded experience everywhere our during prime-time than our English- networks? Is there enough quality audience is. language broadcast peers—viewers with research in the Hispanic market today? a median age that is at least 10 years Our digital strategy is centered on younger. Univision continues to change CC: e growth of digital and mobile bringing content from our platforms and expand from what was once a niche platforms has increased the need for a to life through technology. at is why broadcast network into a multiplatform single metric—or a combined metric that in 2012 we introduced UVideos, the media powerhouse that re ects the ■ properly takes into account digital and only bilingual digital video network for young, dynamic audience we serve.

4a A SUPPLEMENT TO BROADCASTING & CABLE AND HISPANICAD.COM mcn_standard.indd 1 5/17/2013 1:14:11 PM 2013 MARKETPLACE DATA CENTER hispanic television guide

POPULATION GROWTH FORECAST HISPANIC HOUSEHOLD INCOME AND In 2000 Latinos surpassed Blacks as the largest multicultural HOUSEHOLD EXPENDITURES group. In 2011 Hispanics comprised 16.4% of the total U.S. According to the U.S. Census Bureau’s report Income, Poverty, population. By 2016, nearly 18% of the population will be and Health Insurance Coverage in the United States: 2011, the Hispanic – accounting for 58.4 million. According to Census median household income of all U.S. Hispanics was statistically Bureau estimates, nearly 34% of Hispanics will be younger at in 2011, compared to 2010, at $38,624. Hispanic household than the age of 18 by 2017. is compares to 24% of the total income is greater than that of Blacks but less than Whites and population. Additionally, more than half of Hispanic women Asians. However, median household incomes for all non-His- are between 18 and 54 years of age. is compares to 47% of panics declined from 2010 to 2011. Hispanic men. Hispanics consume more than the average American house- Pew Hispanic Center tabulations of 2000 Census and 2011 hold in many categories. According to data from the Bureau of American Community Survey data show that North Carolina’s Labor Statistics, Hispanics’ average spending on food, bever- Hispanic population in 2011 is nearly 120% higher than in 2000. ages, housing, apparel and clothing, transportation, health care, At the same time, Maryland’s Hispanic population is 112% entertainment, and personal insurance and pensions is $41,981. higher and Minnesota’s Hispanic population is 120% higher. is compares to $35,311 for Blacks, $56,308 for Asians, and e most signi cant change was seen in South Carolina, where $50,723 for White non-Hispanics. the Hispanic population is 155% larger than in 2000. Hispanic population growth from 2001 to 2011 accounted for 52% of AVERAGE ANNUAL EXPENDITURES OF ALL total U.S. population growth. CONSUMER UNITS BY RACE/HISPANIC ORIGIN According to a Geoscape analysis of Census Bureau data (In Dollars) appearing in Hispanic Market Overview 2012, Charlotte is Type All CUs White Asian Black Hispanic the leading DMA in percentage gain for Hispanic population Food 6372 6585 7565 4524 6094 growth between 1990 and 2016. Atlanta and Raleigh are sec- Food at home 3753 3870 3905 2880 3784 ond and third, respectively, followed by the Orlando-Daytona Food away from home 2619 2715 3660 1645 2310 Housing 16895 17224 20395 13503 15983 Beach-Melbourne and Minneapolis-St.Paul DMAs. Central Apparel 1725 1704 2150 1755 2002 Florida has seen rapid growth from Puerto Ricans and Mexi- Transportation 7658 7950 8784 5302 7156 cans, while the Twin Cities has seen the arrival of Mexicans Health care 3126 3351 2498 1763 1568 and Central Americans. Entertainment 2693 2894 2270 1404 1664 While much attention is given to the top 10 Hispanic Personal Insurance 5471 5674 7117 3550 4230 DMAs, it is important to note that the number of Hispanics and pensions

who reside outside of the Census Bureau’s Metropolitan Sta- Source: U.S. Bureau of Labor Statistics, Consumer Expenditures in 2009 tistical Areas (MSAs) increased by 7.7% from 2006 to 2011. e population of Hispanics outside principal cities grew by 8.5% during the same period. HISPANIC TELEVISION AD SPENDING e West and South are the areas with the largest concentra- According to Kantar Media, Spanish-language television tion of Hispanics. e percentage of Hispanics in the West has enjoyed a 15% jump in measured ad spending between 2011 grown by 34.3% from 2000-2010, to 40.8% of the nation’s Hispanic and 2012. is re ects ad spending at Univision, Telemundo, population. At the same time, the percentage of Hispanics in the TeleFutura and Azteca América in addition to four undis- Midwest increased by nearly 50% from 2000-2010, to 9.2% of the closed Spanish-language cable television networks and 73 local nation’s Hispanic population. Spanish-language television stations. By comparison, Spanish- language television enjoyed an 8.3% jump in measured ad spend- HISPANICS BY NATIONAL HERITAGE ing between 2010 and 2011. For the second straight year, Kantar According to 2010 American Community Survey data examined Media notes that higher sell-out levels at over-the-air networks by Pew Hispanic Center, there are 50.7 million documented served as the chief catalyst for the growth. is was particularly Latinos in the U.S. Of this population, roughly 32.9 million are apparent in Q4 2012, when Spanish-language television ad Mexican, 4.7 million are Puerto Rican, and 1.9 million are Cu- spending surged 20% from the same period a year earlier. ban. Salvadorans comprise 1.8 million of the total Hispanic pop- ese growth percentages do not include MundoFox, which ulation, while Dominicans number 1.5 million, Guatemalans are launched in Q3. Also absent from these percentages are two 1.1 million in number, Colombians represent 972,000 Hispanics, new Univision cable networks—Univision TLNovelas and and Hondurans account for 731,000 Hispanics nationwide. Univision Deportes.

6a A SUPPLEMENT TO BROADCASTING & CABLE AND HISPANICAD.COM METRO AREA HISPANIC TOTAL POPULATION POPULATION TOP 10 METROPOLITAN LOS ANGELES-LONG BEACH 5.7 12.8 NEW YORK-NE NEW JERSEY 4.2 17.8 AREAS BY TOTAL POPULATION HOUSTON-BRAZORIA, TX 2.0 5.6 A September 2012 analysis of 2010 American RIVERSIDE-SAN BERNARDINO 2.0 4.2 Community Survey data by the Pew Research Center CHICAGO 1.9 9.2 DALLAS-FORT WORTH 1.7 6.3 nds that 45% of the nation’s Hispanic population lives MIAMI-HIALEAH 1.6 2.4 in 10 metropolitan areas. PHOENIX 1.1 3.8 SAN ANTONIO 1.1 2.0 SAN FRANCISCO-OAKLAND- VALLEJO, CA 1.1 4.9

Source: Pew Hispanic Center tabulations of the 2010 American Community Survey (1% IPUMS)

DMA Rank by DMA Name Hispanic TV Cable and/ Hispanic TV HHs or ADS HHs TOP 10 HISPANIC DMAs HHs % In terms of Hispanic share of the total population, 1 Los Angeles 1,868,200 1,443,480 77.3 Miami is the top market. New York ranks No. 8, 2 New York 1,251,460 1,179,950 94.3 while Chicago ranks tenth. 3 Miami-Ft. Lauderdale 666,230 623,140 93.5 4 Houston 561,390 358,500 63.9 Source: Nielsen TV UEs/Cabletelevision Advertising Bureau. 5 Dallas-Ft. Worth 506,020 346,730 68.5 6 Chicago 492,170 400,740 81.4 7 Phoenix (Prescott) 391,770 269,570 68.8 8 San Antonio 388,800 329,550 84.8 9 San Francisco-Oakland- 382,460 350,170 91.6 San Jose 10 Harlingen (Rio Grande 294,640 192,670 65.4 Valley)

North Carolina HISPANIC POPULATION Maryland BY STATE – 2000-2011 Minnesota 2011 South Carolina 2000 Source: U.S. Bureau of Labor Statistics, Consumer Expenditures in 2009 Louisiana Arkansas Nebraska Iowa Kentucky Mississippi South Dakota

0 200,000 400,000 600,000 800,000 1,000,000

DIGITAL AD SPENDING surged by 111% from 2011, to $3.4 all 2012 digital revenue. According to the 2012 IAB Internet billion in 2012. Mobile accounts Retail advertisers continue to Advertising Revenue Report, digital for 9% of total internet ad revenue outpace other categories in their advertising revenue reached a new in 2012. Dollars devoted to digital investment in digital media, ac- high during 2012—$36.6 billion. video climbed by 29% from 2011 counting for 20% of all ad spending. This marks a 15% rise over 2011, to 2012, accounting for $2.3 bil- The financial services category is a based on PwC U.S./IAB data tabu- lion. Search revenue in 2012 totaled distant second, accounting for 13% ■ lations. In particular, mobile dollars $16.9 billion, accounting for 46% of of 2012 digital revenue.

7a A SUPPLEMENT TO BROADCASTING & CABLE AND HISPANICAD.COM 2013 hispanic television guide THE NEW FALL SEASON

BROADCAST NETWORKS announcement that acclaimed lm director Robert Rodriguez Univision/UniMás edgling English-language El Rey Network is now a part Univision’s message to advertisers attending its May 14 of the Univision family. e inagural lineup is set to include Upfront presentation at the New Amsterdam eater focused scripted dramas, animated series, and comedies, in addition not so much on the hot new shows set to air in 2013-14 to a “top secret” action/adventure series from Roberto Orcí on its two broadcast networks set to start lming in June. Also part of El Rey is From Dusk and on its Galavisión cable Til Dawn: e Series, based on Rodriguez’s feature lm of the network, but on Univision’s same title. ability to reach Hispanics anytime and anywhere—thanks Telemundo to its rich array of multiplatform NBCUniversal’s agship Spanish- opportunities. “We’re o ering advertisers two bites of the language television network on same apple,” Univision EVP/Ad Sales Steve Mandala told May 5 debuted La Voz Kids—a reporters in a pre-Upfront conference call. Additionally, Hispanic take on NBC’s smash bilingual digital video network UVideos and Flama, a hit e Voice that puts the focus on new digital platform with original video content targeting Latino contestants age 7 to 14. e Hispanic millennials, are what Univision Networks President three judges: Bachata king Prince Royce, Mexican pop queen Cesar Conde says allows his company “to provide fans with Paulina Rubio, and top Regional Mexican star Roberto Tapia. more content than what is on TV.” Advertisers in the rst hour of La Voz Kids included Skittles Even so, Univision and candies, Denny’s, KFC, Target, Dr Pepper, m&m’s, Kellogg’s UniMás aren’t wavering from Special K, L’Oreal, and Burger King; lead sponsors are AT&T, their ratings-winning recipe of State Farm, and Ford. With early indications pointing to Televisa-supplied telenovelas, continued ratings success, La Voz Kids has been con rmed for Mexican League soccer coverage, a second season, Telemundo executives announced at its and Univision-produced May 14 Upfront. competition shows, entertainment specials and award shows, Network-produced telenovelas and original programming and non-scriped programming. Univision is gearing up for that give advertisers the opportunity for product integration the launch of two new highly anticipated telenovelas—La and cross-platform marketing continue to represent Tempestad, starring Latin heartthrob and Dancing With e Telemundo’s core attractions. Among the new novelas set Stars competitor William Levy and former Miss Universe to debut in 2013-14: Dama y Obrero, a tale of love and a Ximena Navarrete, and Mentir Para Vivir, starring David construction worker; La Impostora, which blends romance Zepeda and Mayrín Villanueva. For both soaps, digital and and false identities; Reina de Corazones, featuring a newlywed, social media will be used extensively to further drive fan organized crime, and a case of amnesia; and Camelia la Tejana, interest in story lines. with a plotline wrapped around crime and passion. Also Soccer and cinema has guided UniMás through the getting early buzz is a program co-produced by Ryan Seacrest successful Q1 transformation from Telefutura. With a focus Productions that will put two well-known music icons face- on Hispanic men aged 18-34, UniMás is already receiving to-face in a competition show with a working title of Duelo industry buzz for its telenovela Metastasis—a Hispanic take Musical: Super Estrella. on AMC’s Breaking Bad that’s set in the U.S. e show bows Daytime programming gets a boost with Entre Grandes y in early 2014. Other big shows heading to UniMás include Chicos (working title), a game show putting adults and kids in La Viuda Negra, a telenovela focused on a Miami druglord in role reversal challenges; and Suelta la the 1970s and 1980s; soccer-themed series La Selección; and Sopa, a daily entertainment Gossip Girl Acapulco, o ering a peak at the scandalous lives of news program. the beach city’s elite population. Classic Mexican television programs and sports will also likely help Galavision in Estrella TV maintaining its top-dog status among Spanish-language cable Liberman Broadcasting-owned television networks. Estrella TV, which will celebrate What will also likely resonate with ad buyers is the surprise year No. 4 this fall, has steadily risen the ratings to solidify

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itself as the No. 4 Spanish-language e variety show takes its cues from produced for the U.S. Hispanic market. network in the U.S. is has been NBC’s long-running Saturday Night Live. Among the programs MundoFox accomplished through the production of Lastly, Estrella TV in late summer EVP/chief marketing o cer Oswald variety series, sketch comedy programs, will unveil Estrellas en Guerra, a celebrity Mendez is particularly pleased with and competition shows that have proven competition show de ned by physical less than a popular with Spanish-dominant and endurance challenges playing for the year into the bilingual audiences in Hispanic markets bene t of charities. e network created network’s across the U.S. a customized set featuring swimming existence is In an interview for the 2013 Post pools and lots of padding, with ABC’s Minuto para Hispanic Upfront Television Guide, Wipeout as its inspiration. Ganar—the Estrella TV EVP/Network Sales and Spanish- Marketing Judy Kenny and COO Azteca language version of the prime-time Winter Horton note that two new América o ering Minute to Win It. Also likely additions to the network’s lineup e Azteca to grab the attention of advertisers is are front and center in Estrella TV’s brand is El Capo, a Colombian telenovela that discussions with advertisers: ubiquitous in follows the story of a ctional drug • Noches con Platanito—Picture Mexico, with lord. e latter program moved from Jimmy Fallon or Jimmy Kimmel, its Canal 7 and Canal 13 major national UniMás’ former incarnation, TeleFutura, but dressed as e Simpsons’ famed draws among television viewers. In in 2009. Season 3 was con rmed at its ctional character Krusty the the U.S., the Azteca América network Upfronts. Another big announcement Clown. at sums up what viewers taps into its strong name value among is the August debut of the one hour El can enjoy when they tune in to rst-generation Mexican immigrants by Factor ‘X’—the spanish-language take on view “Platanito,” a comedian who o ering a variety of telenovelas, scripted Fox’s X Factor. On weekends, MundoFox rst rose to fame on Mexico’s pay programs, entertainment-focused talk will air the FX crime drama e Bridge, television TeleHit network. anks shows, and sports centered on Mexican starting one week after its run on the to fan support and the opportunity rst-division soccer. english network. In related news, Fox to reignite his career after exiting Among the top shows shared with cable net Utilisima is being renamed TeleHit in early 2012, Platanito’s advertisers at a May 13 event in New Fox Life, featuring home and lifestyle new show—which debuted in York are El Co ee Break, an hour-long programming by day and reality shows April—is already o and rolling news and entertainment program by night. with comedy routines and celebrity helmed by Carlos Magaña, Carolina interviews. Mateu, Adriana Yañez and Naibe Mega TV • Noticiero Estrella TV, the network’s Reynoso airing live from Los Angeles At Miami- 5:30pm national newscast, on April in the 9am slot. An hour later in the based Mega 25 introduced veteran journalist 10am slot is Entre Nos, featuring Patricia TV, Berry Myrka Dellanos as its new anchor. Arbulu in a Barbara Walters-styled Jasin, VP/ But that’s not Dellanos’ only role interview program featuring guests from National Sales at Estrella TV: Later this summer the world of entertainment, sports and for parent company SBS, is particularly she’ll helm an hour-long interview politics. In prime-time in a timeslot that excited about the addition of Charytín show, En Exclusiva con Myrka was uncon rmed at press time is La Isla, to the network’s lineup; her rst show Dellanos. e program will take on a reality show set on a beach featuring for Mega TV aired April 29. Charytín an entertainment focus, focusing on everyday men and women pitted against will feature guest interviews, sketches, celebrities and newsmakers, in a style celebrities in various “survival of the songs, and interactive games that tap similar to Barbara Walters. ttest” tasks. into the use of social media—something Other shows of note at Estrella new for Mega TV. TV include a Saturday night variety MundoFox Charytín takes the 9pm slot, which program hosted by “La Chupitos,” a One year ago, MundoFox existed only results in a shift to the 8pm hour for female comedian who also serves as one as an idea. Today, the Spanish-language famed Cuban émigré Alexis Valdés and of the hosts of the network’s music- television network boasts 63 a liates his variety-oriented live entertainment focused competition show Tengo Talento, and a full day of programming that show Esta Noche Tu Night. Remaining Mucho Talento. network executives boast is uniquely in the 7pm slot is a variety program

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helmed by Fernando Hidalgo. network styled after PBS was set to hold big brother ESPN on May 15 at New Meanwhile, “radio en television” an Upfront presentation mid-afternoon York’s Hearst Tower. Studio program simulcasts of three radio shows on SBS May 15. Its mix of programs ranges #Redes, which literally takes its cues radio stations—El Circo (from La Mega from the long-running music interview from fan-fueled in Puerto Rico), El Mandril (airing on show Estudio Billboard to Los Kennedy, Twitter feeds SBS’s regional Mexican stations), and El a dubbed version of the controversial and Facebook Jukeo (from Mega 97.9 in New York)— eight-episode mini-series starring Greg updates, is set can be found on Mega TV’s national Kinnear and Katie Holmes as John F. for another feed between 6am-2pm ET, giving and Jackie Kennedy. Child-friendly fare big year, with advertisers a dual-medium advertising airs in the AM hours. sports journalist opportunity. Carolina Guillén continuing to drive CABLE NETWORKS each program’s topics for discussion. CNN Latino Discovery Networks Another returning centerpiece of For 16 years, the CNN brand has Discovery U.S. Hispanic’s May 14 ESPN Deportes’ programming is the served Spanish-speakers in the U.S. and Upfront at New York’s Gotham Hall studio analysis and highlights show throughout Latin America via its CNN put the focus on how their viewers feel Fútbol Picante, which continues to be a en Español pay television network. a deep emotional connection to the leading destination for Mexican League Now, thanks to the evolution of the U.S. programs shown on both Discovery en fans. But ESPN Deportes’ devotion to Hispanic population, CNN has created Español and Discovery Familia, which soccer doesn’t stop at live action and a news, lifestyle, documentary and talk was pro led ahead of its older sibling studio shows: the documentary-style show block designed to air on broadcast in a bid to get media planners to think Capitales de Fútbol is back with a whole television about the new tour of soccer-crazed cities in stations network what the network hopes will serve as exclusively in when seeking welcomed pre-World Cup programming. the U.S. to attract Furthermore, Destino Fútbol will o er Dubbed Hispanic features on soccer superstars of yesterday CNN moms. e and today, including Diego Maradona Latino, the network is and Lionel Messi. netlet is designed as an alternative to driven by such infant-friendly fare as Gringos at the Gate explores the rivalry programming found on Telemundo Mecanimales (Animal Mechanicals), between Mexico and the U.S. on the and Univision and boasts a schedule part of its Discovery Kids block; while soccer pitch, presented in documentary that sees shows airing between 3pm new series include dubbed-into-Spanish style. Additionally, Dream Job: El and midnight. On May 2, CNN en airings of Family SOS with Jo Frost,and Reportero returns for its third installment Español SVP/GM Cynthia Hudson- beauty and home shows La bella y la later in 2013, with the search on for a Fernández led the network’s Upfront, bestia and Locos por la Casa. At Discovery social media reporter to join the team at which CNN Latino programming en Español, dubbed airings of Bear heading to the World Cup in Brazil was introduced. Among the highlights: Grylls: Escape from Hell is matched with in 2014. e soccer-focused afternoon e roundtable topical discussion show wildlife documentaries Mundo Profundo sports talk show Jorge Ramos y Su Contrastes con Camila Egaña, female- (Underworld) and Africa. However, it Banda, airing simultaneously on ESPN friendly lifestyle and fashion program is the network’s focused on soccer (with Deportes Radio, also remains a xture CNN Vida, Showbiz Latino, and the Armando el Mundial) and the launch for the network. Meanwhile, ESPN Fernando del Rincon-helmed nightly of a new genre—VROOM—with Deportes scores a coup by landing the newscast Panorama USA. Meanwhile, programs targeting car lovers that seek 2013 NBA Finals—marking the rst the agship 24/7 CNN en Español to reinforce the network’s male strength, time a Spanish-language television network will be airing a golf-centered compared to the female and kids focus network will provide coverage in lifestyle show, Vive el Golf with Lorena of Discovery Familia. the U.S. Ochoa; and shoulder programming for the 2014 FIFA World Cup in Brazil. ESPN Deportes Fox Deportes Soccer and social are the two big Studio shows such as Central Fox and La Vme takeaways from ESPN Deportes’ 2013- última Palabra have helped Fox Deportes e Spanish-language education 14 Upfront event, held separately from to become the top-rated Hispanic sports

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network among Hispanic viewers 2+ of regional Mexican act Horoscopos pay network targeting millennials and adults 18-49 in both total-day and de Durango. on May 15, as Tr3s closed out prime-time. Also getting notice is Al Tiro Con the 2013 Hispanic Upfronts with At the same La Bronca, a weekly program featuring an extravaganza punctuated by a time, UEFA the VJ and radio host and her vivid performance from reggaetón pioneer soccer telecasts commentary on love, fashion, life and Daddy Yankee, Tr3s’ brand ambassador. and the the opposite sex. New shows gaining the spotlight at popular Copa Tr3s include Familia de Circo, which Libertadores NuvoTV takes viewers behind the scenes of and Copa Sudamericana soccer e team behind NuvoTV—SVP/ a 40-year family-run circus under tournaments continue to serve as big Ad Sales Craig Geller and recently the antics and clashing egos of ve draws for the network. According to installed head of programming Bill Mexican brothers; a Miami- avored Nielsen, an April 20 UEFA Champions Hilary—and Latin take on reality show Cake Boss League match between Barcelona and one Jennifer with the working title Divas de Azúcar; Bayern Munich gave the network No. 1 Lopez are Niñas Mal 2, a sequel to the successful total-day bragging rights for the week. committed 2010 young adult telenovela featuring Fox Deportes is also the home for live to delivering “wild and charming high-society charm coverage of Barclays Premier League viewers school girls;” and Fortuna, a telenovela teams, airing live Sunday mornings “modern focused on casino underworld activities. and in encore presentations for the Latino entertainment.” What makes e Tr3s lineup also adds Ricardo remainder of the week. NuvoTV unique is that all of it is in Arjona to its signature Unplugged live Major League Baseball also attracts English. NuvoTV’s lineup includes a music series and puts regional Mexican plenty of viewers, while UFC telecasts, wide variety of reality programming music in the spotlight with Remexa. NASCAR and NCAA College Football and chat shows featuring such Latin Lastly, Tr3s has embraced the Comedy are areas of growth opportunity for notables as Wilmer Valderrama Central Roast franchise with the rst- advertisers seeking to get in on the ( at ‘70s Show) and Mario Lopez, ever Latin Roastee—controversial ground oor of nascent programming who joined JLo at NuvoTV’s May Mexican choices. 15 Upfront presentation. NuvoTV’s comedian leading shows include Operation Osmin, Hector mun2 featuring Cuban tness trainer Osmin Suarez. e e big news with NBC Universal’s Hernandez; Miami Ink; and the Model show tapes in mun2 cable television network is Latina franchise. e network’s stand- Mexico City. the August up comedy franchise Stand Up and Also of note among Hispanic pay 2013 arrival Deliver is also being pitched as a prime television networks is GolTV, which of Barclays destination for bilingual, bicultural o ers a steady diet of Bundesliga English viewers—in particular Hispanic (German), AFA (Argentine), and Premiere millennials. Uruguayan rst-league matches, in League soccer Ms. Lopez comes in the picture by addition to UEFA Euro U-17 coverage coverage—a delivering NuvoTV original content and select Brazilian soccer matches. Al result of NBC’s acquisition of U.S. set to debut in Q2 and Q3 2013, the Jazeera Media Network’s beIN Sport rights, previously held by Fox. result of a partnership between the en Español has also quickly garnered New mun2 original programming is network and the celebrity that includes attention for its coverage of Spain’s reality-based: Viva Los Vargas follows giving Lopez part-ownership in the La Liga and Italy’s Serie A soccer the life of two-time world boxing network and shows from her Nuyorican leagues and as the U.S. home of Barça champion Fernando Vargas; Reinas de Productions. TV, featuring FC Barcelona—arguably Reality puts the cameras on real estate one of the world’s most popular sports partners Jackie Mateos and Liz Perez; Tr3s teams. Cycling is also found on beIN and Horoscopos features sisters Vicky It was a circus—literally—for the Sport en Español, with coverage of and Marisol Terrazas, the lead singers Viacom-owned, Hispanic-themed Giro d’Italia.

12a 12a A SUPPLEMENT TO BROADCASTING & CABLE AND HISPANICAD.COM mcn_standard.indd 6 5/16/2013 4:18:15 PM 2013 UPFRONTS hispanic television guide BRAND EVOLUTION, IGNITED BY TELEVISION TECATE REVS UP SALES WITH INNOVATIVE RETHINK OF HISPANIC CREATIVE

n 2009, Heineken USA beer brand Tecate’s new mantra was to “bring back the happens to be there. A third spot shows a Tecate had a clear plan of action hombre” and salute the Hispanic male for man coming home late from a night out for reaching Hispanic consumers: all that they do, in particular in non-work who has forgotten his keys. He phones Bring the cultural context of the brand situations. At the same time, Tecate set out a group of mariachis, who show up to fromI Mexico and show how rst- to create a more masculine product design serenade his wife. She promptly opens generation immigrants to the U.S. were for its bottles and cans, unveiled in June the door, unknowing that her hombre was living it. 2012. To further place its stamp on the locked out. Narration closes the spot with Felix Palau, VP/Marketing for both hombre, Tecate brand messaging was placed the tag line, A man knows there is always Tecate and sister cerveza brand another way in. Indio, is unapologetic for the “Are we becoming more culturally brand’s approach to building its relevant to the customer? Yes,” Palau stateside sales, and the resulting declares. In the rst quarter of 2013 television campaign tied to alone, he notes, Tecate brands enjoyed that e ort. 45% year-over-year growth. Tecate Light “It was never going to work,” is the fastest-growing light beer in the Palau says. e bulk of the creative Western Hemisphere, he adds. Handled by that aired on Spanish-language MediaVest MV42, the media buy for the television centered on images and recently launched campaign—“Es Fácil Ser themes that showed the strength Hombre”—includes Univision, Telemundo, and tenacity of hard-working UniMás, Galavision, Estrella TV, Fox Hispanic men and their strong Deportes, ESPN Deportes, Univision “cáracter.” Common professions Deportes, Azteca América, and NuvoTV. of recent immigrants, including the meat far away from the beer aisle and smack While national in scope, Tecate will focus processing plant worker, were integral to dab alongside male personal products— the campaign on key markets in California, Tecate’s campaign, “Con Cáracter.” Despite including condoms. Texas, Arizona, and New Mexico, in the positive messages shown on screen, the But it was fun, irreverent Spanish- addition to Chicago, where English- e orts were perhaps too serious—and too language television advertising created language radio spots and OOH developed close to home—for its target audience. by its Mexico-based agency of record, by Dallas-bases shop Inspire! for Tecate Tecate lost signi cant sales volume Olabuenaga Chemistri, which became the Light will complement spot TV in an e ort between 2009 and 2011. Brand executives centerpiece of its re-envisioned e orts. In to target bilingual, bicultural hombres. huddled to determine why the campaign late April, a trio of spots debuted that Palau In addition to traditional creative, Tecate failed to connect with what was perceived believes successfully tweaked the “Con is now ubiquitous with respect to marquee as Tecate’s core audience—Mexican men Cáracter” theme in Tecate’s favor. boxing events, including four installments who have been in the U.S. for less than 10 In one spot, a bride tosses her wedding of bouts featuring Manny Pacquiao and years. What went wrong? “ e consumer bouquet behind her head at her reception, Juan Manuel Marquez broadcast as pay- said that this communication is re ecting and it keeps getting thrown back to her per-view events on HBO. In its fourth year, my day-to-day activities, and that was the by a “real man of character.” A second Solo Boxeo Tecate is now a staple of UniMás’ least thing they wanted to see,” Palau says. commercial features a woman who arrives Saturday night lineup, a holdover from the “It’s about having fun.” at home and is taken aback by a trail of network’s transformation from Telefutura. Perhaps taking a cue from Bud Light’s rose pedals and candles that leads to the Such e orts aren’t likely to wane under “real men of genius” campaign, Palau refrigerator. Once there, she opens the Palau’s watch. He concludes, “ e best way decided to break the mold of Mexican beers refrigerator door—and is immediately to reach the whole of consumers is through ■ by standing out from the pack. In doing so, asked to get her hombre a beer since she Spanish-language network television.”

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mcn_standard.indd 2 5/15/2013 12:13:54 PM 2013 hispanic television guide NETWORK DIRECTORY

BROADCAST NETWORKS Tom Maney, Vme EVP/Sales http://vmetv.com/nosotros Azteca Networks (Azteca America and Oswald Mendez, EVP/Chief Court Stroud, Director of Sales Azteca Mexico) Marketing Ofﬁ cer [email protected] Network Sales 1430 Broadway, 10th Floor Telemundo Media CABLE NETWORKS New York, NY 10018 2340 West 8th Avenue 646-360-1788 Hialeah, FL 33010 CNN en Español and CNN Latino www.aztecaamericacorporate.com www.telemundomedia.com 601 Brickell Key Drive, Suite 100 Miami, FL 33131 Bob Turner, Telemundo Network Sales: 786-488-7772 President of Network Sales Dan Lovinger, EVP Cable & www.cnnlatino.com [email protected] Entertainment Sales – New York Cynthia Hudson, SVP/GM of CNN John DiSimone, [email protected] en Español and Hispanic strategy VP/GM of National Spot Sales 212-664-7417 for CNN/U.S. [email protected] [email protected] Mike Rosen, EVP Advertising Sales & Integrated Marketing – Isabel Bucaram, Public Relations Estrella TV – Liberman New York Manager and VIP Planning Broadcasting [email protected] Producer 1845 Empire Avenue 212-664-2110 [email protected] Burbank, CA 91504 818-729-5300 Michael Alvarez, SVP Network Condista Ad Sales www.lbimedia.com Sales, East Coast – New York 2105 NW 102 Avenue, Third Floor [email protected] Doral, FL 33172 Winter Horton, COO 212-664-3780 [email protected] Javier Prelooker, head of sales Rosy Marin, SVP Regional Nicole Burri, VP of Network Sales 305-554-1401 Advertising Sales, West Coast – www.condistaadsales.com [email protected] Los Angeles [email protected] Condista handles U.S. distribution Mega TV – SBS 818-777-5200 (main) for international Spanish-language 7007 NW 77 Avenue television networks Canal Miami, FL 33166 Univision Communications SUR, SUR Peru, Mexico TV, TV 305-644-4800 Univision/UniMás/Galavisión Colombia, Telefe, TyC Sports, TV Mega.tv/contacto (cable) Venezuela, Spain’s Antenna 3, Albert Rodriguez, GSM 9405 NW 41st Street Mexico’s TeleFormula and regional [email protected] Doral, FL 33178 Mexican music channel Video 305-471-3900 Rola. Condista is also the exclusive MundoFox – Fox http://corporate.univision.com media representation ﬁ rm for TeleFormula and Video Rola, 1211 Avenue of the Americas, Randy Falco, President/CEO 31st Floor and shares media representation Cesar Conde, President of responsibilities with LAETV for the New York, NY 10036 Univision Networks 212-822-9083 Ecuavisa, TV Chile, TV Colombia, www.foxhispanicmedia.com Keith Turner, President of Sales & NTN24, Super Canal and Tele Marketing Salvador networks.

16a A SUPPLEMENT TO BROADCASTING & CABLE AND HISPANICAD.COM NETWORK DIRECTORY

Discovery U.S. Hispanic Ivan Perez, VP of Network Sales John Perez, SVP/Sales and (Discovery en Español and [email protected] Advertising Discovery Familia) 917-267-1970 6505 Blue Lagoon Drive, Suite 190 History en Español Miami, FL 33126 (A&E Television Networks) Mun2 (see Telemundo listing, 786-273-4367 235 East 45th Street above, for postal address) http://corporate.discovery.com/ New York, NY 10017 Joe Bernard, SVP – New York brands/international/latam- 212-210-1400 [email protected] hispanic/ www.aenetworks.com/advertise 212-664-3593 Ivan Bargueiras, SVP/Ad Sales Peter Olsen, SVP of National Ad NuvoTV Victor Parada, VP/Ad Sales Sales 501 7th Avenue, Suite 508 212-210-1431 New York, NY 10018 ESPN Deportes [email protected] 212-430-8284 77 West 66 Street, 21st Floor mynuvotv.com/aboutus New York, NY 10023 Latinamerican Ethnic TV (LAETV) 646-547-5572 8181 NW 14 Street, Suite 200 Craig Geller, SVP of Ad Sales www.espndeportessales.com Miami, FL 33126 [email protected] 786-260-0424 Lino Garcia, GM www.laetv.tv Somos TV/Semellitas/Viendo John Fitzgerald, VP/Multimedia Movies Sales Cesar Ruiz, Senior Director LAETV is the media 2601 S. Bayshore Drive, of Sales representation ﬁ rm in the Suite 1250 U.S. for international Spanish- Miami, FL 33133 Fox Hispanic Media (Fox language television networks 786-220-0280 Deportes, NatGeo Mundo, Canal SUR, SUR Peru, Mexico TV, Utilísima/ Fox Life) NTN24, Mexican arts and culture Alejandro Parisca, VP/GM 1211 Avenue of the Americas, 31st channel Canal 22, CB Television http://www.linkedin.com/pub/ Floor Michoacán, Caracol Internacional, alejandro-parisca/2b/907/1a1 New York, NY 10036 CentroAmerica TV, TV Chile, TV 212-822-9083 Colombia, Dominican-focused Tr3s www.foxhispanicmedia.com network Telemicro, Ecuador’s MTV Networks Latin America - Ecuavisa, TV Venezuela, Telefe Viacom Tom Maney, EVP/Sales Internacional, Once Mexico, 1111 Lincoln Road, 6th Floor Vincent Cordero, GM – regional Mexican music channel Miami Beach, FL 33139 Fox Deportes ATM, telenovela channel Pasiones, 305-534-9936 Mexican movie network Mi Cine Fernando Gaston, Brand Manager Galavisión Canal, and Mexican network AyM [email protected] (see Univision listing, above) Sports. For a complete Upfront look at these channels offerings, GolTV WAPA América and WAPA 2 please visit www.laetv.tv. 1666 John F. Kennedy Causeway, Deportes Suite 402 Mexicanal 2000 Ponce de Leon Blvd. North Bay Village, FL 33141 1532 Dunwoody Coral Gables, FL 33134 786-866-3932 Village Parkway, Suite 203 305.421.6375 www.goltv.tv/mediakit Atlanta, GA 30338 Rafael Pérez-Subirá, 770-396-7850 Director of National Ad Sales www.mexicanal.com [email protected]

17a A SUPPLEMENT TO BROADCASTING & CABLE AND HISPANICAD.COM mcn_standard.indd 5 5/16/2013 3:07:07 PM