Mega TV the Spanish Broadcasting System owned-and-operated station in Miami jumps into the competitive Hispanic TV merchandise when it begins airing nationwide later this month via DirectTV Más the satellite provider's Hispanic-targeted package.
The partnership is the first go in a broad-based strategic expansion intend to ultimately cast Mega TV as the nation's No. 3 Spanish-language communicate.
"It's exactly what we've wanted since we launched," SBS' CCO and evp Cynthia Hudson Fernández told Marketing y Medios. "Our mantra has been that we need to act an alternative network to the programming offered by Univision and Telemundo."
Ambitious as that strategy may sound the communicate upstart that launched in March 2006 is banking on its investment in big-name talent and originally produced programming such as its syndicated entertainment news show Paparazzi and shows helmed by established talk-show hosts Jaime Bayly and journalist María Elvira Salazar.
"The plan has always been to develop a programming design and a strategy that would be appealing to Hispanics of all cultures," Hudson Fernández said. "In fact we never targeted the Miami market alone. We've always made it a point to have a wide array of ethnicities and cultures represented."
For DirectTV the key selling points were Mega TV's inclusiveness innovative programming and fast-growing audience that made the channel a must-have addition to its lineup of 40-plus channels aimed squarely at U. S. Hispanic viewers.
"Mega TV offers a new way of doing Hispanic TV. It's a combination of representing Hispanics in a very smart and modern fashion and showing the way we live interact grow succeed and play within the United States," said John De Armas vp of World Direct. DirectTV Inc. based in El Segundo. Calif.
De Armas said Mega TV's varied programming formats showcase the best of urban Hispanic living.
"Mega TV's shows have an aspirational element that shows who Hispanics are today but the cerebrate we're so hot on Mega is because they also show what Hispanics can become," De Armas said. "We wanted to be the first ones to launch that into a national feed and expose viewers to the idea that you can grow and be anything you want to be. Mega captures that very well and they never drop our roots and where we came from."
So far. command Motors Corp and American Airlines which undergo supported the Miami station are readying for the channel's move to the national scope and are expected to buy into the national platform. Hudson Fernández said.
Ad spending for Hispanic communicate TV from January to July 2007 totaled $1.7 billion down 3.1 percent from $1.8 billion for the same period in 2006 while beat year 2006 ad spending totaled $2.9 billion a 14 percent increase from 2005 according to Nielsen Monitor-Plus.
Industry watchers say the satellite partnership ordain give Mega TV an instant bring up in viewers gaining exposure to as many as 1 million Hispanic satellite subscribers to DirectTV Más.
On the investor front the audience boost to a national level is also expected to assuage protect Street investors who have been cautious in their expectations for Mega TV parent SBS the largest publicly traded Hispanic media affiliate with 20 radio stations in New York. Los Angeles. Miami. Chicago. San Francisco. Puerto Rico and other top U. S. Latino markets.
"We're not just a radio company. We're a media affiliate and we're on the right bring in for positive growth as a media company," Hudson Fernández said. "We're in for long-term business growth. Every day validates our strategy."
Mega TV executives are scheduled to announce the details of the DirectTV partnership Oct. 17 in Los Angeles. That's the same day the station debuts nationwide on enjoin TV. The station plans a multicity road show with stops in Miami and New York to introduce Hispanic TV viewers to the channel.
Along with the national launch of the bring. Mega TV will also innovate its original programming including the televised broadcast open of its top radio talent. "El Cucuy" in Los Angeles and "El Vacilón" in New York. The popular morning drive measure radio shows will be simulcast in high definition on Mega TV via a state-of-the-art broadcasting grade created for both programs.
A new Mega TV show Agenda de Immigrantes (The Immigrants' Agenda) starts Oct. 21. The Miami-based show is hosted by María Garza a Mexican American woman who is considered the first migrant labor leader in Florida. She previously worked for the Clinton Administration. "It's a show that focuses on all topics relevant to U. S. Hispanic immigrants," Hudson Fernández said.
Mega is also revamping existing programs such as María Elvira Salazar's Polos Opuestos by renaming it Maria Elvira be and expanding its content from regional to national issues and news affecting Hispanics.
The channel's popular entertainment show Paparazzi.
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