U.S. HISPANIC
BBC Worldwide Channels: Keep the program focusing on the brand
Maribel Ramos-Weiner| 6 de julio de 2010
Dan Salerno, VP of Programming for Latin America and the US Hispanic market, BBC Worldwide Channels
(Maribel Ramos-Weiner). One of Dan Salernos, VP of Programming for Latin America and the US Hispanic market for BBC Worldwide Channels, main tasks with BBC Entertainment and CBeebies is to keep the program focused on the brand and create a schedule that is uniform and friendly so people can easily navigate it.For CBeebies, a channel that is distributed in Latin America, but also in US Hispanic and México, the main focus is the schedule. We are transitioning the schedule, to give it more predictability. The key is the audience and the decision makers (the mothers) who are conditioned to a certain type of schedule and in this case it is a US-centered approach, which is to program on half hours. Coming July we are converting to that type of schedule. It is easier to promote, to sell, and to find it, explains Salerno to PRODU. Asked on how he sees CBeebies positioned, Salerno said: Your competition is everywhere, I dont think it is any single channel and I dont even think it is any single media because our competition is the Internet, video games, and the recreational industry. You are always looking for a sort of a share of mind as a programmer, now within the television world there are clearly genre networks that target the same focused audience than we do. I would like to focus more on us than on the competition, as long as we continue to put a schedule that is easier to navigate. It is diverse in its content but its also consistent with the brand that we promise to develop, we are fine.{Watch video interview with Dan Salerno from BBC Worldwide Channels;www.produ.com/produtv/popupEnglish.html?IDnotiE=86}
