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HISPANIC TV UPFRONT REPORT-2017 EDITION HispanicAd.com/HispanicMarketOverview.com
Estrella TV went so far as to claim Comcast was favoring networks it owned – namely Telemundo, Telexitos and Universo.
To date, Estrella TV hasn’t returned to Comcast’s lineup in the three markets.
Even so, Estrella TV’s seen in more places than ever before, President/CEO Lenard Liberman
notes.
“We’ve had gigantic distribution gains, so more audiences are able to receive our programming and we’re now seen in 211 markets around the country,” he says. “This is very exciting, since it’s taken us a while to build up our distribution platform, But, it’s finally developed. Audiences are really embracing our programming strategy as the ratings for telenovelas are dropping.”
Liberman says it’s also been “exciting” to watch Estrella TVs competitors change their programming “to try to compete with what we’ve created.”
“What’s exciting in Hispanic TV is the solidification of our programming strategy and the continuing decline in our competition.” — Lenard Liberman
He says, “We have this unique variety-
driven programming that gives
Hispanic audiences a choice that’s
distinct and interesting and resonates
with them. In the meantime, our
competitors are kind of lost at sea. What’s exciting in Hispanic TV is the solidification of our programming strategy and the continuing decline in our competition.”
What are the key programs that Estrella TV is pitching as it heads into the Upfronts?
“We added an hour and a half of new programming in the morning with our two new shows, Primera Edición and Buenos Días Familia,” he says. “We’ve also revamped our news magazine show iTestigo and have added a concert series, which we plan on continuing. We are also excited to start shooting a new season of our game show Tumba Burros this summer, which has quickly become an audience favorite.”
SCRIPTED SERIES A POSSIBILITY
Estrella TV has made its mark on live studio shows. Are there plans for any scripted series as we move into 2018?
“If the right script came along we would be open to a scripted series,” Liberman said. “We just haven’t seen a product that really moves us yet. It used to be that the buzz word was telenovela. Now, the buzz word seems to be series. Recently, the ratings for series have dropped, because you can’t be just one thing to all people. You need a wide variety of programming, so in that sense there are some biographical dramatic series that we’re considering developing in the future, but on a limited basis to match the overall feel of our network.”
How has Estrella TV fit in to the millennial focus seen among many marketers?