U.S. HISPANIC
!HOLA! TV: We will double advertising sales this year
Maribel Ramos-Weiner| 27 de octubre de 2023
Marcos Pérez de !HOLA! TV
!HOLA! TV, which celebrated its tenth anniversary in September, plans to continue exploring the new wellness, beauty, and cooking verticals incorporated into its programming in the last two years.
“The last thing we incorporated this year has been cooking, with some capsules closing La Hora ¡HOLA! under the name ¡HOLA! Cocina and the idea is to continue exploring this path,” said Marcos Pérez, CEO and general manager of ¡HOLA! TV.
Pérez noted they want to focus on advertising sales since distribution has climbed. He pointed out that, this year, they will double the advertising numbers they had pre-pandemic. “We have recovered, and our ads numbers have doubled. We are very focused on branded content and making advertising and alliances with our clients close to our editorial point of view,” he said.
They are also looking at the FAST space. “If there is something that we have achieved in these ten years is the volume of our library, which makes us keep an eye on the FASTworld to see how we optimize it. I already think we have that volume,” he said.
He said that FAST has great content potential in biographies, and they already have more than 100 biographies available and more than 50 interviews suitable for this space. He noted that they produce about 700 original hours a year.
“I think that in these 10 years as a channel, we have achieved the goals we set out: adapt a brand to a new space, clear editorial line unchanged for the last 70 years – in 2024 the publisher will reach 80 years -, transitioned to a television medium without losing the attributes of the brand, such as good taste, exquisiteness, credibility, and being able to convey emotions that feature what is entertainment TV,” Pérez commented.
He said these achievements are due to a strong combination of original content complemented by certain acquisitions. “That combination and balance has been reflected over the years in a very balanced programming grid, giving us a very loyal audience while we have grown in distribution.”
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