U.S. HISPANIC
Cine Sony: In five years, we have managed to have great distribution
Maribel Ramos-Weiner| 28 de septiembre de 2018
Tom Troy Cine Sony
According to Tom Troy, SVP & GM, US Networks, who oversees Cine Sony, the main achievement of the signal that already has five years in the Hispanic market “is to have a service that came from scratch. It was our first foray into doing non-English language programming domestically. To stand up a service, get our sea legs and have the growth trajectory we had, it is a pretty incredible accomplishment.”
The signal is on the grid of the main cable operators and DTH—DISH, DIRECTV, Comcast, Cox—with the exception of Spectrum, with whom they are negotiating. They are also in OTT services like DIRECTV Now, Sling and fuboTV. “We are very aggressive in the virtual MVPDs front,” he added.
The signal currently has 3.6 million subscribers that represent 80% of the available universe. Troy emphasizes that they are part of the basic tiers in Spanish.
This month’s launches include After Earth with Will Smith, Pixels with Adam Sandler and Paul Blart with Kevin James. He highlighted that physical comedies and thrillers are very popular.
He mentioned that they are very analytic regarding what they program. “That is why our alliances with affiliates are so important. We want to be sure we have access to first-hand data and work closely together with them to understand changes in consumption habits,” he expressed.
He clarified that, although they are a premium signal, they do include a commercial break at the end of each film. Since they are not yet being measured by Nielsen, commercials are mainly direct response. “Revenues have been growing steadily,” he stated.
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