U.S. HISPANIC
Utilísima already has the backing of important brands in the U.S.
Maribel Ramos-Weiner| 28 de agosto de 2010
Emiliano Saccone, VP sénior y managing editor de Fox Latin American Channels y contenido global de Fox International Channels
(Maribel Ramos-Weiner). One of the biggest advantages of Utilísima is its ability to produce original content, which gives it great flexibility when it comes to brand integration. Emiliano Saccone, EVP of Global Content at Fox International Channels and Managing Editor of Fox Latin American Channels, said to PRODU that despite already having the backing of important brands in the U.S., where it recently launched, Utilísima is still not being measured by Nielsen. There are plans to begin measuring in the near future.This large-scale production of original content is a value proposition not common in the Hispanic cable market because there are not many channels that can offer original content with the same breadth and flexibility. We have a concrete goal of securing big brands, especially of consumer packaged goods. Despite Utilísima not being measured by Nielsen yet, some of these brands are already more than willing to be our partners and be part of our growth, said Saccone.Another element that makes Utilísima attractive to advertisers is its large digital presence. The channel has a very strong digital arm in its website. Utilísimas portal is not just a companion site or a brand extension of the channel. It adds great value with more than 2 million visits per month by women in Latin America looking for specific content that is unique to the site. An example of this is our recipe book, the most complete in Latin America with more than 7,000 dishes, added Saccone.With regards to distribution in the U.S. Hispanic market, Saccone says they saw strong growth in the past two or three months.I would not be surprised if by next year we are present in half of the Hispanic homes with cable in the U.S. (about 5 million homes). Today we have 100% distribution through Dish and Time Warner. We just launched full distribution with Verizon, were on Cablevision in New York, we have a good portion of the distribution of Comcast, and were also on Charter, added Saccone.
