News

Comcast Pitches Español Everywhere

3/07/2011 12:01 AM Eastern

In a bid to win more Hispanic subscribers,
Comcast has tripled the amount of Spanish-language
video on demand in recent months and now offers more
than 500 movies and shows online for Latino audiences.

The Philadelphia-based operator’s expanded bouquet
of Spanish-language content is available to subscribers
to its Hispanic programming tiers, which offer
more than 50 networks. Comcast’s standalone Multi-
Latino packages start at $16.95 per month and may be
added to any video subscription plan.

“It’s the culmination of the commitment we’ve made
to Hispanic customers,” Comcast senior vice president
and general manager of video services Marcien Jenckes
said. “I like our [Spanish-language] packages as much as
or better than anyone in the industry — and we’re differentiated
from satellite by being able to deliver on-demand
content.”

The Hispanic On Demand service now offers almost
700 video choices, with new content from broadcasting
partners including Univision, Galavisión, TeleFutura,
Telemundo and mun2. Comcast also is offering
more movies in Spanish the same day as on DVD, according
to Jenckes.

Online, Comcast provides more than 500 Hispanic
video choices via the recently launched XfinityTV.com/latinoTV portal. Those include movies, music
videos and shows from television and movie partners
including Cine Mexicano, Gran Cine, Caracol TV, Discovery
Familia, Sorpresa, Tr3s and select content from
HBO Latino.

As part of its Hispanic marketing push, Comcast recently
signed actress Sofia Vergara (from ABC’s Modern
Family
), who will be featured in a series of Spanishlanguage
ads. The Xfinity TV in Spanish campaign will
be national but will focus on South Florida, Houston,
Chicago and California markets, Jenckes said.

Comcast also plans to add show and movie recommendations
in Spanish, as well as tools to let Hispanic
customers personalize and manage entertainment content
across multiple devices.

September