Five great elements have comprised the foundation of HITN´s strategy during this pandemic in the US: accurate information, protection campaign, news efforts for primetime, strengthening of entertainment, and an empowerment campaign for Latinos to come through after the crisis. Guillermo Sierra, general director of Television and Digital Services at HITN, spoke about these elements on #PRODUprimetime with Ríchard Izarra.
Sierra, who throughout his 30-year career path has focused on quality TV that leaves a message, mentioned that since January and February the company was preparing for the pandemic. "We were one of the first media to give information about what was happening," he mentioned. Since January, HITN´s Vida y Salud
portal already had a section devoted to the virus.
With the campaign Yo Me Quedo en Casa
, he comments, “we were able to make a difference” in convincing people to go into isolation and protect themselves.
Another initiative is the five daily blocks of informative capsules in primetime that they produce together with PBS´ HispanoPost and Health Channel, in English and Spanish. “It already has more than 200 editions,” he added.
With the strengthening of entertainment to promote co-viewing, Sierra highlighted that the audience´s reaction has been “extraordinary” and they have broken “all the networks` audience records in 40 years of history and four with Nielsen measurements".
Regarding empowerment, HITN presents on its website, various resources to help the Hispanic community recover.Watch the interview of Guillermo Sierra from HITN on #PRODUprimetime with Ríchard Izarra