U.S. HISPANIC
Lino García of ESPN Deportes: We grew not just our channel but also our multi-format presence
Maribel Ramos-Weiner| 3 de septiembre de 2013
García: On January 2014 the channel reaches its 10th anniversary
On January 2014 ESPN Deportes reaches its 10th anniversary and in that decade the channel has become a true multi-format medium, offering TV, radio, digital and print.PRODU spoke to Lino García, general manager of ESPN Deportes during the Media Day at the company headquarters in Bristol, Connecticut. The event showcased the latest investments in infrastructure, including the 14th building on the ESPN campus, which will house four new studios.Were in a good place. We continue to expand distribution and will soon have HD on DirectTV in the U.S. We continue to take advantage of the existing technology and content. We can do that because were producing more live hours during everyday (10am until midnight). We can inform our users before anyone else, said García proudly.He was also optimistic about the pace of advertising sales. They have already sold their entire upfront inventory. CPMs have gone up and revenue has increased as well. 2012 was a tremendous year for us and this year will be even better. Weve opened new categories: technology and pharmaceuticals, which traditionally do not advertise much on Spanish-language TV, whether broadcast or cable, added García.He closed pointing out that now more than ever, there is awareness of the growth of the Hispanic market, and this is reflected in the bilingual talent, not just of ESPN Deportes but also of English-language ESPN.
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