Azteca America facing the challenge of local programming

Margarita Black, VP of Programming of Azteca America, has been at her post since May of this year and admits a big challenge she faces is local programming.“Our biggest challenge is connecting with our community. We’re evaluating each of our markets and developing programming that is culturally relevant. The geography of this country makes the challenge even more interesting. The Hispanic audience differs from one coast to the other, and that’s why we’re digging deeper into each community to understand their needs and be more assertive with our programming offer,” said Black to PRODU.Black points out that in the past 20 years, Hispanic TV in the U.S. has grown and, above all, it has diversified. More channels and more platforms that respond to the taste and needs of consumers. “Azteca launched 11 years ago and we’ve definitely consolidated in this market. We continue to be one of the top options for our viewers,” she added.Azteca America recently premiered the second season of La Isla, with an excellent level of production, and La Academia Kids, which is starting to win over the hearts of viewers.“We continue evaluating ideas and formats for 2014. We’re developing several concepts as part of our effort to bring our audience content that is fresh and relevant. Original productions are a priority for Azteca America. We’re expanding our morning show El Coffee Break to two hours. It is produced in our studios in Glendale, CA, and we’re in negotiations to boost our offer,” commented Black.She also indicated they are working to change the network’s lineup, “focusing in bringing to prime time more drama that reflects our audience and what they want to watch.”In regards to distribution of the HD feed, Black said the company continues to work to improve distribution. She shared the news that Azteca America now has HD presence in Chicago.