Antonio Briceño, Deputy Managing director for North America at beIN SPORTS

beIN SPORTS launching an open TV channel
Maribel Ramos-Weiner, New York|31 de octubre de 2019

As a mechanism to solve the need for sports content to reach more TV viewers in the US, beIN SPORTS announced they will launch an open TV channel under the name beIN SPORTS Extra. Antonio Briceño, Deputy Managing director for North America at beIN SPORTS commented on the initiative during his participation on the panel Content for Hispanic Audiences: Changing How We Create & Promote Content).

On the panel, chaired by Adriana Waterston, SVP Insights and Strategy at Horowitz Research, Parker Morse, CEO and founder of H Code; Deirdre Fenton, Original Programming director at DAZN; Natalia Rocha, VP of Brand Group and Multicultural director at Horizon Media; and Óscar Ramos, senior Content director ESPN Deportes, also took part.

“Most advertisers know the opportunity Hispanics represent but do not necessarily know how to talk to this audience authentically. We use data to help them" expressed Morse referring to his clients. Another point Morse highlighted was the need to capitalize digital, "there are so many platforms that those who capitalize this space are going to have greater strength in the long term."

For his part, Ramos expressed that people do not invest enough time aiming at the bicultural and bilingual Hispanic audience. "Being authentic and generating content that attractive to that group is where we spend a great deal of time," he explained.

Fenton, on the other hand, detailed that they help their athletes create content for fans. “Who knows his followers better than the athlete himself?" he said.