Hispanic TV Summit: Dish Sees Results From Marketing Spend

Marketing VP says Dish Latino has seen net subscriber growth, and is the only such Hispanic-focused package to do so

By Kent Gibbons, Multichannel News -- Broadcasting & Cable, 10/3/2012 2:03:57 PM

Dish Network's top Hispanic-segment marketer said the satellite-TV provider sees the value of its relatively large marketing expenditures in a very direct, measurable way: net subscriber growth.
 
Marketing vice president Alfredo Rodriguez said Dish Latino, the mix of Spanish- and English-language channels that's advertised as starting at $22.95 per month, is tops in the satellite-TV segment and has grown "substantially in double digits, both in our sales and in our budgets."
 
The past two years, he said, Dish Latino has seen net subscriber growth for its packages and is the only such multichannel Hispanic-focused package to do so. He did not cite specific figures but said "that talks to the value and promise that we offer to customers."
 
The marketing overall emphasizes "a connection to home," Rodriguez said. That could be the language or the kinds of programs one grows up watching.

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