U.S. HISPANIC
Luca Bentivoglio of LATV: The paramount strategy is to follow the viewer
13 de marzo de 2012
I believe that the basic strategy is to follow the television viewer, know his or her schedule and where he or she is. Theres a viewer at 7pm, 8pm and 9pm. I think Univision does a great job with that. Telemundo also does it well, but in different cities like Miami and New York where the company has more of a leadership or is doing well. In my opinion, the trick is to program for an eminently Mexican and Central American audience on the West coast without having a specific product that talks to them or even being positioned in those markets. You might have your headquarters in Miami, but what about Los Angeles? I say this because Ive lived in Los Angeles my whole life, and I know the market really well. I still feel like the audience there isnt reflected on the screen. Theres a gap, and that gap is the one that has to be found and worked for every day. For me, thats the paramount strategy.
