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HISPANIC TV UPFRONT REPORT-2017 EDITION HispanicAd.com/HispanicMarketOverview.com
somewhere else. With Universo, we have a lot of the top series in English that some people haven’t been able to watch because it wasn’t in the right language.”
This includes the AMC Networks drama The Walking Dead.
But, Universo is also seeing continued success with two big reality series—Larrymania (focused on the life of regional Mexican act Larry Hernández) and The Riveras, which focuses on the family of the late regional Mexican icon Jenni Rivera.
In a marketplace that’s vastly different from five years ago, let alone a decade ago, what excites Silberwasser about Hispanic TV as the industry moves into 2018?
“One of the reasons I decided to join Telemundo is that there has always been this perception that Spanish-language television has always been at a lower level than English-language television,” he says. “When people watch Telemundo because of the higher level of quality in the programs they see, they feel very good about what they are watching, and this changes the perception among viewers.”
Yes, the marketplace is fragmented, Silberwasser admits. “We are under pressure. It is hard to find stories of growth. But, I think Telemundo is a growth story because we are creating content that is at a higher level than in the past. I think there is a lot of room for growth, because of the strategy we have employed.”
With so many choices for Hispanic viewers, who does Silberwasser consider to be Telemundo’s competitors?
He says, “Clearly, we are competing with everybody – Spanish-language channels, English- language channels, digital plays. We know we are fighting for audiences. Are we able to grow, regardless of where they come? We think we are in a better position, because we talk to a more modern, or less traditional audience, than our competitors.
“We are in a Hispanic marketplace with two or three players – and that’s the race,” he concludes, noting without mentioning its name that Univision is right in Telemundo’s sights. “We are in a race with them and we’ve made great strides in leveling the playing field. Right now the difference between us and them is very small. Season-to-date we are the only network that is growing. You don’t find that in our competitors.”
HMO
Azza Elsheikh has been named VP/Digital Product Management and Design for the division of NBCUniversal that includes 29 NBC and Telemundo-owned stations, a regional news network and two multicast networks.
Elsheikh joins NBCUniversal after working for American Express for almost six years as Senior Manager of Digital R&D Product Management and Director of International Products and Marketing.