Page 39 - 2019 Hispanic Market Thought Leaders

2019 HISPANIC THOUGHT LEADERS Presented by HispanicAd.com
What blending of linear and cross-platform initiatives has been seen at SBS?
“We recently launched our Artistas360 platform, which is designed to connect Latin artists of all music genres with brands for the development and execution of audio, digital and live music campaigns,” Rodriguez says. “We’ve also launched a ticket sales platform within our LaMusica app, where our listeners can be the first to purchase or enter to win tickets to our live events. Our podcast library on LaMusica is also growing with exclusive content featuring some of our top radio personalities and programs.”
With the growth of digital platforms at SBS, Rodriguez says its local,
national and network audio sales teams are becoming more efficient, solutions-based and are constantly collaborating with LaMusica, MegaTV and the SBS Entertainment divisions.
“The shift in our mindset and operation has also led us to establish long-term partnerships by taking the time to listen to our advertisers’ needs and respond with scalable, cross-platform initiatives that help them continue to build their brand affinity within the Hispanic community. Like radio and digital, our key to win is to collaborate, complement and stay true to our cultural roots.”
ROOTS, ROCK, PRIDE
Hispanics are proud of their Latin roots. For SBS, that means they often desire Spanish-language music, entertainment and news that connects with them on a cultural level. In the next five years, Rodriguez says SBS will continue to monitor the media consumption behaviors and language choices of its Latino consumers and adjust as needed.
“Where applicable, we have already incorporated multilingual strategies, and in most cases, it has been a natural progression,” Rodriguez says. “In addition to English and/or Spanish content, we’ll continue to grow the platforms we’ve launched and introduce new innovative offerings across our audio, digital and TV portfolio. While it’s important to keep an eye on the English- language content trend, it’s equally important to make sure that the content is culturally relatable - and that’s our expertise at SBS.”
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