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HISPANIC TV UPFRONT REPORT-2017 EDITION HispanicAd.com/HispanicMarketOverview.com
Hispanic TV Upfront Report Q&A
Manuel Abud, President/CEO, Azteca América
Following three years of substantial ratings growth, Azteca is ready to share with marketers a variety of “new and exciting programs” as it looks to lure more viewers in 2017 and 2018.
What are the marquee events, new shows, and other key offerings that Azteca America is pitching as we get into Upfronts? Are there are any exciting new additions?
Among the most highly anticipated new series that we announced during our Upfront roadshow is El Muro. (The Wall), our first-ever U.S. produced show.
Given the timeliness of its central themes and relevance to our viewers, this has people talking. Set on the U.S. border between Arizona and Mexico, this drama brings to life one of the most controversial topics in the country today.
In addition, we announced another new original scripted series, Manicomio, a new thriller about a reporter on a quest to uncover the real story behind her grandmother’s death at a mental hospital.
Manuel Abud
We also are thrilled to be the official Spanish-language broadcaster for Miss Universe in 2017, for the third year in a row. We will also serve as the exclusive live Spanish-language broadcaster of Miss USA in 2017.
Are there plans for any non-scripted series as we move into 2018?
We’ve shifted our attention away from telenovelas and focused on continuing our successful counter-programming strategy. Our 2017-2018 programming contains a mix of scripted and non- scripted series—adventure reality programs, interactive family game shows, thrilling drama series, and more. We are always listening to our audience, and advertisers are looking for compelling content that will resonate with our U.S. Hispanic viewers.
How has Azteca fit in to the millennial focus seen among many marketers?
The U.S. Hispanic population is getting younger, and it’s getting savvier. We’re continuing to build momentum as a destination for exciting Spanish-language programming for U.S. Hispanic millennials. In particular, reality series such as La Isla and Desafio have performed very well and bring millennial viewers to the network. We are continuing to grow our programming to meet the ever-changing appetite of U.S. Hispanic millennials.