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HISPANIC TV UPFRONT REPORT-2017 EDITION HispanicAd.com/HispanicMarketOverview.com
“The last 18 months have been spectacular and marketers tend to be embracing something we’ve known for a long time—that the Hispanic audience has changed and people want diverse fast- paced programming,” Liberman says.
Meanwhile, Hispanic sports fans have so many choices now. Is Estrella TV playing in this arena?
“We have a partnership with Golden Boy Boxing, and we think sports are great,” Liberman notes. “We’re looking for the right property besides Golden Boy to invest in and to own.”
With digital opportunities in the forecast for many broadcast and pay-TV networks reaching Hispanic audiences, is Estrella TV using OTT or YouTube channels, or Facebook Live, to reach younger Latinos?
Liberman says, “Through our Fenomeno Studios MPN and working through new social influencers like Diana Estrada, Rosa y Jaime, Jackie Hernandez, and other big social influencers, we’re able to bring that talent to brands and create both an online social media campaign and also combine it with a traditional network campaign, which is appealing to the young audience.”
Estrella TV recently conducted a Facebook Live session with popular regional Mexican artist Luis Coronel, sponsoring a Toyota backstage event at the Los Angeles market’s main Cinco de Mayo event, to much success.
“We also have a great digital series with Sabroooso, which involves recipes that [social media sensation] LaLa has embraced on Facebook. To date, it has garnered half a million views,” Liberman says. “Being able to use current trending social topics to promote our shows is also a great way of appealing to younger audiences.”
This was done to help promote its signature variety program, Noches con Platanito.
This saw the use of the trailer of the horror film “It" and creating a Platanito promo adapted from
it.
“This was used to make him more relevant to a Millennial audience,” Liberman said.
That’s perhaps the key message Estrella TV has for advertisers: With its unique draw, this eight- year old network believes it is very much accessed, and consumed, by the bilingual and bicultural consumer CMOs crave.
HMO