U.S. HISPANIC
Luca Bentivoglio at LATV upfront: Were growing!
Maribel Ramos-Weiner| 9 de mayo de 2013
Luca Bentivoglio, COO and head of Programming of LATV
Luca Bentivoglio, COO and head of Programming of LATV Networks, presided over the companys upfront in New York, where he pitched its English-language programs for syndication American latino and Latination. The message was clear and supported by statistics: the LATV group is growing.Bentivoglio spoke of a 44% growth in distribution and ratings, as well as the production of new branded entertainment content for LATV and its English-language programs for syndication American Latino and Latination.Distribution, ratings, and alternative programming, including branded entertainment, were the reasons for the growth, said Bentivoglio, also crediting Entravision Group, a conglomerate of stations across the U.S. that carries LATV on its digital frequencies.Andrés Rincón, VP of Sales, introduced Bentivoglio as a seasoned programmer with a clear idea of what makes for successful content.Bentivoglio proudly said that at age 20 he was already producing content for Univisión, at 30 for Telemundo, at 40 for Warner; and that now in his 50s, hes not embarrassed to say hes working with very young people at LATV. He emphasized the success achieved with product placement and the branded entertainment spaces, and presented for 2013-2014, a set of realities that fit this concept, in which brands play a leading role.
