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2016 Hispanic TV Upfront Report
Azteca América
It’s “Game On” for Azteca América, which this year opted for an upfront road show with already concluded presentations held in Los Angeles, Chicago, New York and Dallas.
At its mid-April New York presentation, the network officially revealed its 2016-2017 programming plans, which feature family game shows, adventure reality programming, dramas and live sporting events. Digital offerings and customized solutions were also highlighted, as Azteca seeks to define itself as a multiplatform, data-driven company.
Azteca América president Manuel Abud and executive vice president of network sales and digital Craig Geller led the presentation, with network talent Verónica del Castillo (co-host of “Al Extremo”), Rafael Mercadante (co-host of “Escape Perfecto”), network sports journalist Inéz Sainz, and Christian Martinoli (co-host of “Primetime Fútbol”) on hand at the Gramercy Hotel.
“Azteca America enters this upfront season on the heels of delivering its best March ratings in five years across all key demos in primetime,” said Abud. “We have made good on all of last year’s promises, and our ‘Game On!’ theme underscores our proven counter-programming strategy, further solidifying our position as an entertainment leader in the U.S.”
Among the programming highlights:
• The 7PM family hour La Hora Ganadora (The Winning Hour) returns with the debut of Ahora
Caigo.
• The 8PM adventure reality block features the new international adventure reality show Desafío, followed by the 10PM hourlong drama Rabia. Abud believes the two series will join Al Extremo and Primetime Fútbol as the network’s most successful franchises.
Azteca also unveiled the creation of the Azteca GlassWorks Studio, an in-house digital content provider devoted specifically to creating multiplatform stories for advertisers. “As audiences continue to evolve and take greater control of their entertainment choices, Azteca GlassWorks Studio will provide customized messaging for advertisers and marketers looking for compelling and innovative ways to tell their brand stories to consumers,” Abud said. “This collaborative approach to native content will enable clients to create more memorable brand experiences and further establish Azteca as a multimedia entertainment company.”
Furthermore, the network revealed it is incorporating Real-Time Participatory Media (RPM) technology into its programming to create a high-level of engagement between viewers and shows. Azteca intends to use RPM technology during its game shows and adventure reality programs.
Azteca also introduced a digital programming strategy under the theme “A Better Life,” with content that is specific to the needs of its audience. By going to AztecaAmerica.com, visitors can get news, entertainment and sports “in their language and from their point of view.”
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