U.S. HISPANIC
The 14th Annual Hispanic Television Summit explores how the business of Hispanic TV and video is growing in new directions
Maribel Ramos-Weiner| 18 de octubre de 2016
The Riveras (10x60’)
The 14th Annual Hispanic Television Summit, presented by Broadcasting & Cable and Multichannel News, will be held on Thursday, October 20, 2016 at the Grand Hyatt Hotel in NY.
The agenda of the event explores how the business of Hispanic Television and video is growing in new directions, with new viewing options, new marketing techniques, new strategies for advertising, and new genres of programming for a new generation of cross-cultural Hispanic viewers.
The opening keynote conversation is about the controversial “Total Market Strategy” for brand marketing, designed to reach every Hispanic, across cultures. The session features the CEO, Scott Hagedorn of the new hot Omnicom agency called Hearts & Science.
The agency has won two of the biggest accounts in the marketplace -P&G and AT&T- collectively worth about US$44.2 billion in annual billings. Hagedorn is joined by José Bello, the agency’s head of Total Market Strategy.
The opening keynote is followed by an advertising session focused on media spending and data in a marketplace that is increasingly cross-cultural. This session features agencies like Zubi and Casanova McCann and others important players like comScore and iSpot.tv
The focus of the event this year is on the cross-cultural and bilingual Hispanic viewer. Comcast Multicultural Marketing executives Javier García and José Velez Silva will discuss how cable TV providers and Internet service providers like Xfinity are targeting cross-cultural and bilingual consumers in a marketing session dedicated to strategy and creative execution.
The featured genre at this year’s summit is reality TV. Two special interviews look at this genre. One is about NBC Universo’s The Riveras, a show devoted to the preservation of the legacy of icon Jenni Rivera, featuring her recording-artist daughter, Chiquis Rivera, in a conversation with Telemundo news anchor, María Celeste Arrarás. The other is a session featuring the cast from WEtv’s My life is A Telenovela, a break-through, cross-cultural English-language reality series about a cast of a real, Telemundo novela.
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