Alfredo Rodríguez of DishLatino: The interest in the Hispanic market is a growing trend

In recent years, DISH has become one of the principal companies advertising within the Hispanic market of the U.S. PRODU spoke with Alfredo Rodríguez, VP of Marketing for DishLatino, who explained that the company is willing to invest if it sees a steady growth. “DISH has had a brand for Hispanics offering alternative programming since 1999, and we’ve been growing ever since. In the last three years, the purchasing of our packages in Spanish and English has increased. It’s to the point where we can identify a sustained growth with the investment that we make, and the company is willing to continue to pursue this growing segment” Rodriguez explained. Speaking on the interest of advertisers in the market, the executive said: “I think that advertiser interest in the Hispanic market is a growing trend, and it’s being seen not only in advertising dollars but also in the success of the programming on TV channels like Univision and Telemundo. These audiences grow because these channels know their consumers and offer products that appeal to them”. Looking toward the future, DISH aspired to offer other services. The company recently bought rights that allow the conversion of a satellite signal to a terrestrial one. If the FCC approves, DISH may be able to offer other products including a mobile service. Univision’s paid TV channels (Univision Deportes, tlnovelas, Foro TV) are among recent new additions on DishLatino, as well as the spots network beIN SPORT.