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Cable Filling Demand for Hispanic Content

9/19/2011 12:01 AM Eastern

Cable operators and networks will team to
offer a slew of on-demand content celebrating Hispanic Heritage
Month throughout September and early October.

The first-ever Hispanic Heritage Month on-demand promotion
— spearheaded by the Cable & Telecommunications
Association for Marketing’s Advanced Cable Solutions Consortium,
through a partnership with the League of United Latin
American Citizens (LULAC) — will offer more than 40 hours of
Hispanic-themed programming
that pays tribute to the
powerful and positive influence
of Hispanics in America.

Programmers such as Food
Network, Showtime and HBO
will contribute movies, drama
and comedy series, and documentaries
to the initiative,
which began Sept. 15 and will
run through Oct. 15.

CATEGORICAL LINEUPS

The lineup will also include
theatrical movies currently in
the on-demand window, such
as Fast Five, and classics, such as Mambo Kings and Selena.

The Hispanic Heritage Month on-demand programming,
which can be found at Thisiscable.com, will be placed in four
different categories to make it easier for consumers to find the
content they want to see.

The categories include “Profiles in Courage,” which showcases
biographies of influential Hispanics in America; “A
Storied Past,” which chronicles the civil-rights struggles of Hispanics
both here and abroad; “Talent & Tragedy,” which looks
at the promise and human failings of such Hispanic entertainment
legends as salsa singer Héctor Lavoe; and “Hispanic
Heart & Home,” which will offer cooking and home-decorating
tips.

Food Network will contribute a full season of its series Mexican
Made Easy
, according to Michael Portugal, vice president
of affiliate marketing at Scripps Networks Interactive.

“We’re thrilled that we were able to supply season four of
Mexican Made Easy through VOD,” Portugal said, adding that
HGTV’s Get It Sold host Sabrina Soto will provide an audio
message introducing on-demand Hispanic Heritage Month
offerings on the site. “It’s no
secret that the Hispanic population
is growing in the United
States, so it’s important for
television to reflect the culture
that consumes it.”

A recent CTAM survey
of Hispanic viewing habits
shows Latino viewers have
embraced the on-demand
platform. Three-fifths (61%)
of Hispanic viewers order an
on-demand program, comparable
with 65% of digital cable
households overall.

Hispanics watch more
comedy sitcoms, sports and reality programming than the
total household average, CTAM said.

“Hispanics are extreme entertainment enthusiasts,” CTAM
president and CEO Char Beales said. “Taking a look at CTAM’s
soon-to-be released TV viewership study, we now know that
in a variety of program genres, such as sitcoms and comedies,
sports, reality competitions and children’s programming, Hispanics
watch more frequently on a TV set than total households.”

MSOs such as Cox Communications and Comcast are going
above and beyond the CTAM initiative to offer Hispanicthemed
content and services during the month.

OPS GET INTO THE ACT

Along with highlighting a highlighting a variety of programming
— including Hispanic-American history pieces — Cox
is teaming with LULAC to donate $500,000 worth of broadcast
time to an educational PSA running throughout the year
that will promote the importance of Internet access in a child’s
education.

“Having the ability to provide content that is of interest that
educates and entertains and makes them aware of their surroundings
gives us a great opportunity to target the Hispanic
segment,” said Denise Myers, director of on demand/PPV
marketing, and co-chair, marketing strategies committee for
the Advanced Cable Solutions Consortium. “Consumers have
the ultimate control and convenience of accessing content and
packaging it in a way that helps make it easier for them to fi nd
what they want to see.”

Comcast is offering its first-ever multiplatform Hispanic
Film Festival, featuring 20 award-winning Spanish-language
independent films from Latin America and Spain on
Xfinity On Demand and Xfinity.com/latinotv. The offering
is available for free to Xfinity digital video customers beginning
today and runs through Oct. 15, said Marcien Jenckes,
senior vice president and general manager of video
services for Comcast.

September