Page 30 - HTVUR-FINAL

HISPANIC TV UPFRONT REPORT-2017 EDITION HispanicAd.com/HispanicMarketOverview.com
Deportes Still Delivers for Advertisers, Consumers
With “Over The Top” (OTT) spreading like wildfire across U.S. home, broadcast and cable TV networks have increasingly stated that there is still one sure way to guarantee a sizable audience: sports. In the Hispanic market, that couldn’t be clearer. In 2018, sports will play an outsized role in Hispanic TV. In this report, we speak with four key executives on why their respective networks stand out among Latinos who prefer their content in Spanish.
By Adam R Jacobson
HIALEAH, FLA. — Some 9 1⁄2 years ago, Ray Warren was brought in to help Comcast in its launch of regional sports networks, serving as Chief Revenue Officer.
Warren had quite a resume. From 1996 to 2002 he served as President/CEO of Raycom Sports. Then, in 2003, he was lured to OMD to serve as Managing Director,
The man who brought him on at the media buying giant? Joe Uva, who at the time was President/CEO of OMD Worldwide.
It’s the same Joe Uva that served as President/CEO of Univision Communications from April 2007 to April 2011 and as an Executive Advisor to Telemundo from Oct. 2015 through June 2016.
Yes, Uva has that kind of pull with Warren, who today serves as President of Telemundo Deportes.
It’s perhaps an envious position. Today, Telemundo’s sports division is home to some of the biggest events in the sporting world—namely, the 2018 FIFA World Cup Russia telecasts that the NBCUniversal-owned Spanish-language broadcast network believes will help it somersault over Univision once and for all in both ratings and revenue.
“With starting businesses and running businesses and enough grey hair to have the experience to run something like this, it’s exciting,” says Warren. “The World Cup is it. It’s the ‘platinum’ standard, if you will.”
A few weeks before the Telemundo Upfront presentation in New York, a chairman’s meeting was held at NBCUniversal to discuss Telemundo’s pre- World Cup programming. It’s another big opportunity for advertisers.
Of course, the big enchilada is the tournament itself, and how Telemundo and pay-TV sibling Universo will offer coverage to viewers across the U.S.
Warren says, “The World Cup games, 56 of them, will be on Telemundo and eight will be on Universo. All will be re-aired on Universo. We are really looking to have overlapping coverage in some time period. At 8am, 11am and 2pm in the east, we will have live coverage.”