Page 23 - HSMR2018

2018 Hispanic Social Marketing Report, presented by Being Latino SOCIAL INTEGRATION AND ACTION FROM THE HEART
Craig Geller
EVP/Sales, Marketing and Cross-Platform, Azteca America
Things are happening at Azteca América. Thank a man named Philip Falcone, the head of HC2 Holdings.
On Nov. 30, 2017, HC2 announced that it is acquiring the Spanish-language broadcast network from affiliates of Mexico’s TV Azteca. HC2 also signed a definitive acquisition agreement to acquire the broadcast TV assets of Northstar Media LLC, which owns a collection of low-power TV stations that comprise the largest Azteca América affiliate group in the U.S.
With an infusion of funds, many are looking to a rebirth of sorts at Azteca. HC2 is snapping up low-power TV stations left and right, with a spectrum play also giving Azteca important O&Os
in market after market.
This puts Craig Geller in perhaps an enviable position: He can now devote more time and effort to building a strong interactive connection with Azteca viewers.
What is Geller looking at when it comes to that interactive connection to the viewer?
“That’s a poignant question, and one that we have taken to heart,”
he says. “When you look at social media and the intersection of viewership, you need to ask where does one end and where does the other start. For us, there
are a couple of things we look at. The first is a renewed sense of commitment with our new owner.”
There’s also the important task of having a direct conversation with the Azteca content consumer. “Quite frankly you just cannot do that over the air,” Geller says.
In 2017, a major decision was made regarding its online editorial content. All of it, across every digital site, was taken in house. Today, a team in Mexico is creating and delivering content for Azteca América that Geller assures is “culturally relevant and connects.”
Why? “For growth, [content] has to be anywhere and anytime, and quite frankly on any screen.”
Then, there is bringing Facebook users in to the mix. It’s more challenging than ever, and Geller admits, “Just like any other brand we’re still trying to figure out how to do a workaround, since the algorithms with the priorities for companies are that much more difficult.”
With much scrutiny the week of April 8 over Facebook on Capitol Hill, perhaps the time is right for Azteca to meet with the social media behemoth to discuss ways to ensure its Facebook community and show fans get full access to content they may wish to engage with.