Javier Garcia of Yahoo!: We’ll focus on making Hispanics’ everyday routine more entertaining

Javier Garcia, Yahoo! general manager of U.S. Hispanic Business and Operations, spoke with PRODU after the portal struck up its recent strategic alliance with Sony Music Latin to develop a series of programs with product placement and to create exclusive videos and digital music programming, produced by both, for the U.S. Hispanic audience.“We now have two creative/production teams with tons of experience in brand integration, working together to develop digital programs targeting the Hispanic user – this is huge. We also have easier access to the whole list of Hispanic talent,” Garcia said. “With regard to the platforms on which the joint venture’s programming will be presented, the exec said they have Yahoo! Mujer (Woman) in their sights for more lifestyle programs, while OMG! will showcase celebrity shows and music. Garcia said that in 2013, Yahoo! will continue to focus its efforts on making Hispanics’ everyday routine more inspiring and entertaining – as this association certainly shows.