Hispanic Content Is Going EverywherePay TV providers are adding online, mobile fare to Latino-targeted packages 9/30/2013 12:01:00 AM Eastern
Last year brought some noteworthy changes to the Hispanic offerings available
to U.S. consumers, as programmers launched new networks and
operators made a big push into “TV Everywhere,” making more Hispanic-
targeted content available online and via mobile devices.
This year’s annual Multichannel News/Broadcasting & Cable “Guide
to Hispanic Channels” lists 131 networks — more than ever before and up from
about 114 a year ago and from 85 in 2008.
And though many Hispanic networks on the list are still only available in standard
definition, the number of HD channels is growing and more programmers are
making their networks or content available across multiple platforms.
For instance, Univision makes a wide variety of content from its networks available
to authenticated pay TV susbcribers on its Uvideos website and app. And ESPN recently
expanded its “Watch ESPN” service to include a live stream of ESPN Deportes.
Major operators are also keeping TV Everywhere efforts for the Hispanic audience
top of mind. “We know that Hispanics overindex on programming on the go
[consuming more video via mobile devices than general-market consumers], and
our specific focus will continue to be supporting the company’s mission of enabling
customers to access entertainment across multiple devices,” Marisol Martinez, senior
director of relationship marketing at Time Warner Cable, said. TWC, the secondlargest
U.S. cable operator, now has about 40 Spanish-language channels available via
its TWC TV app for computers, Apple iOS and Android devices, part of a lineup of more
than 300 available networks.
Recent population growth in the Hispanic community is increasingly coming from
second- and third-generation Hispanic-Americans, rather than from immigration,
Cox Communications executive director for Hispanic marketing Luis Caballero
noted. That has convinced Atlanta-based Cox to “focus on the whole market,” he said,
targeting Spanish-only speakers, bilingual Latinos and even English-only speakers.
New research also shows that Hispanic parents are concerned about whether their
kids will retain Latino culture, data that convinced Verizon Communications to market
its Spanish-language FiOS TV add-on tiers to Hispanics in English. “We had a great
response to that,” Oscar Madrid, Verizon’s director of multicultural marketing, said.
The coming year will bring even more new wrinkles to Latino-targeted pay TV.
In 2013, top U.S. MSO Comcast was one of the most active in upgrading its packages,
adding a significant number of new linear channels and ramping up both its
VOD and TV Everywhere offerings.
Comcast will unveil even more notable changes later this year and early next
year, with “a major revamp of our Latino packages,” vice president and general
manager of multicultural video services Ruben Mendiola said.
Below are some highlights of Hispanic TV off erings from the 10 largest U.S.
Basic subscribers: 21.8 million
High-speed Internet subscribers: 20 million
Phone subscribers: 10.3 million
Contacts: Marcien Jenckes, EVP, consumer services;
Rubén Mendiola, VP and GM, multicultural services;
David Jensen, VP, content acquisition; Adrian
Adriano, VP, multicultural marketing; Roberto
Perez, director, multicultural marketing; Michael
Demilio, director, multicultural video strategy; Jorge
Alberni, director, corporate communications, (215)
Hispanic video packages: MultiLatino video packages
(depending on the package, around 60 Spanishlanguage
channels, including the Xfinity Latino
Entertainment interactive channel, various Englishlanguage
networks, music channels, a digital set-top
box and video-on-demand in Spanish for $29.95 to
$81). More than 80 programmers have signed deals
with Comcast; systems select channels from those
deals to tailor their off erings to local demographics.
Spanish VOD, HSI and bundles: More than 1,800 free
Latino VOD choices at any time plus dual English/
Spanish audio feeds on select films; more than
1,000 Spanish-language collections on the
Xfinity TV Latino Spanish-language portal; growing
amount of Spanish-language content on Xfinity
Streampix and on mobile apps; a number of
Hispanic-specific bundles that include Xfinity
Internet; and special international calling plans as
part of triple-play packages with 300 long-distance
minutes to Mexico and Latin America.
Major Hispanic markets: More than 5 million Hispanic
homes passed in such large Hispanic markets as
Miami; Houston; Chicago; San Francisco; Boston;
Denver; Atlanta; Philadelphia; Sacramento, Calif.; and
Recent and future plans: Comcast, among the first
cable operators to devote significant resources to the
Hispanic markets, rolled out lower-cost Hispanic tiers
in 2003 and has since regularly expanded both linear
channels and free Spanish-language VOD content.
Over the last year, the operator has been particularly
active in upgrading its Hispanic offerings. Last December,
it added 10 new Hispanic channels, including its
interactive Xfinity Latino Entertainment channel. The
channel offers Hispanics a wide variety of programs as
well as recommendations and the ability to click on a
recommended show and start watching it immediately.
The MSO has also simplified and expanded its
video-on-demand offerings, with VOD consumption
increasing 50% in recent years. On Sept. 23, Comcast
launched what it called the biggest Hispanic ondemand
event in TV history, affording subscribers
access to more than 1,000 hours of Hispanic entertainment
from its VOD and TV Everywhere offerings.
In the digital arena, Comcast relaunched its Xfinity
Latino microsite (xfinity.com/latino) and has been
aggressively expanding TV Everywhere offers for
Comcast continues to focus on marketing the
Hispanic-targeted bundles that have been available
since October 2006, as well as on improving its longdistance
calling plans, which offer 300 minutes of free
calling to Mexico and Latin America.
Looking forward, the MSO is planning a major revamp
of all of its Hispanic packages and bundles late
this year or early next year.
Basic subscribers: 20 million
Contact: Karla Sustaita, director, Hispanic segment,
Hispanic video packages: The satellite provider’s lowestpriced
offering is Más Latino (more than 50 Spanishlanguage
channels, local broadcasters, secondary audio programming feeds and English-language
channels for a total of more than 105 channels for
$34.99 (currently promoted at $22.99 for first year).
Also offers Optimo Más (60-plus Spanish-language
and 115-plus English-language channels); Más Ultra
(65-plus Spanish-language and 145-plus English-language
channels); and Lo Maximo (75-plus Spanishlanguage
and 240-plus English-language channels).
Spanish VOD, HSI and bundles: Spanish-language ondemand
content includes Spanish-language versions
of new-release movies, Univision On Demand, Tr3s,
ESPN Deportes, Disney Channel, Sprout and Nickelodeon.
Video/broadband bundles are sold with telco
partners around the country; various DirecTV apps
and TV Everywhere offerings give customers access to
content on computers and mobile devices.
Major Hispanic markets: National footprint that offers
local broadcasters, including Spanish broadcasters, in
Recent and future plans: DirecTV continues to expand
its channel lineup with new Spanish-language
channels, HD content and TV Everywhere products.
Recently added channels include beIN Sport and beIN
Sport en Español in HD; Univision Deportes Network
in HD; Univision tlnovelas; and
ForoTV. As part of its push to get
more HD content, Galavision and
ESPN Deportes were recently
launched in HD. Many of its
premium movie channels are also
available in SAP. Current promitions
include a $24-per-month
discount on Óptimo Más for first
year; $30 discount on the Más
Ultra package of more than 215
English and Spanish-language
channels, normally priced at
$64.99; and $30 discount on the Lo
Máximo package with more than
320 channels, normally priced at
Basic subscribers: 14.0 million
Contact: Alfredo Rodriguez, VP of
Latino marketing, email@example.com, (303) 723-1546;
Alex Coward, manager of Latino
programming, firstname.lastname@example.org, (303)723-1257.
Hispanic-video packages: Dish-
LATINO Básico (more than 55
channels for $24.99); DishLATINO
Clásico (more than 180 channels
for $35.99, currently being
promoted at $24.99 for the first
12 months); DishLATINO Plus
($41.99 for more than 190 Spanish
and English channels, currently
being promoted at $24.99 for the
first 12 months); DishLATINO Dos
(more than 225 English and Spanish
channels for $48.99, currently
promoted at $29.99 for the first 12
months); DishLATINO Max (more
than 265 English and Spanish
channels for $61.99, currently
promoted at $39.99 for the first 12
months. The satellite-TV provider
also has FlexTV offerings that do
not require contracts or credit
Spanish VOD, HSI and bundles: Offers
Spanish-language movies and
television shows to subscribers
who have set-top boxes capable of
receiving on-demand content; has
rolled out TV Everywhere apps
and authenticated online mobile
offerings that provide subscribers
with access to Dish content;
subscribers with Hopper With
Sling boxes can also access live Dish programming on other devices; telco partners
bundle Dish’s video packages with their phone and
Internet offerings; DishLATINO portal offers extensive
on-demand content online from Univision’s channels,
Discovery en Español and others; its Blockbuster
Instant Video offering, free for the first three months,
has Spanish-language titles for streaming.
Major Hispanic markets: National footprint with local
broadcast stations available in most markets.
Recent and future plans: Dish was the first multichannel
provider to seriously target the Hispanic market
and continues to have more subscribers to Hispanic
packages than any other operator.
Over the last year, Dish has made some generalmarket
moves that have been particularly popular
with Hispanics, including a recent promotion for a
free iPad and the addition of soccer to the game finder
app in its Hopper whole-home DVR, which the operator
believes will be very appealing in the run-up to the
2014 World Cup. Th e Hopper With Sling also allows
users to access live streams and DVR content on other
devices in and out of the home.
In addition to the bundles it has long offered with
U.S. telcos, Dish recently struck an alliance with Claro
in Puerto Rico so its video offerings appear on the
same bill as the telco’s phone and broadband-Internet
Dish has also placed renewed focus on subscriber
retention, and customers are staying with the provider
for longer than they had in the past. It continues to
push to expand HD and digital offerings as part of its
TV Everywhere efforts.
Time Warner Cable
Basic subscribers: 12.1 million
High-speed Internet subscribers: 11.5 million
Voice subscribers: 5.2 million
Contact: Marisol Martinez, senior director of relationship
marketing, (212) 430-7251.
Hispanic video packages: Offers several, but the primary
one is El Paquetazo (65 to 80 Spanish-language channels
for a total of 150 to 180-plus channels, as well as access to
VOD for $29.99 to $41.99, depending on region).
Hispanic VOD, HSI and bundles: Lo Mejor on Demand
offers more than 160 free Spanish-language programs;
TWC is expanding its iPad app and TV Everywhere
offerings for a total of roughly 40 Spanish-language
networks on its TWC TV service; offers a variety of
triple-play packages marketed to Hispanics.
Major Hispanic markets: New York; San Diego, Los Angeles
and other Southern California operations; Texas;
and the Carolinas; serves DMAs where about 47% of all
U.S. Hispanics reside.
Recent and future plans: Its main Hispanic package, El
Paquetazo, was first launched in 2008 in Los Angeles
and is now available in its major Hispanic markets with
a greatly expanded offering of Spanish-language channels
and VOD content that has boosted Hispanic subs.
TWC has continued to focus on improving its
bundles and TV Everywhere content geared to Hispanics,
the largest ethnic group the MSO serves. Its TWC
TV app/website now offers up to 300 total channels,
with roughly 40 Spanish-language channels and is
particularly popular in multigenerational homes, where
parents or grandparents can watch Spanish-language
TV while younger members of the family view content
TWC is currently offering its lowest-priced bundles
ever, starting at $69.99. It has also rolled out a Global
Penny Phone Plan that lets customers call a number of
Latin American countries, as well as other destinations
around the world, for 1 cent per minute.
The second-largest U.S. MSO has also launched
Nexo, a magazine for Spanish-dominant consumers
that off ers information on TWC’s services and products.
Other top priorities include additional HD content,
social-media eff orts at its Facebook MiCultura page,
and improved bundles — including wireless bundles
with Verizon, expected to launch next year.
Verizon FiOS TV
Basic video subscribers: 5.0 million
High-speed Internet subscribers: 5.8 million
Mobile subscribers: 100.1 million
Retail residence voice connections: 11.6 million
Contact: Oscar Madrid, director of multicultural marketing.
Hispanic packages: The telco’s lowest-cost FiOS TV
option is the “Spanish-Language Package” (around
70 Spanish-language channels for $14.99 per month);
the more popular option is “La Conexión” (including
70 Spanish-language channels for a total of more than
190 channels, including 31 HD channels, for $94.99 in a
triple-play bundled package or $84.99 when purchased
online as part of a triple-play bundle); various moreexpensive
Spanish VOD, HSD and bundles: FiOS offers a variety of
Spanish-language VOD movies and television programming;
offers La Conexión bundle and the Spanish-
Language Package with other bundles; has Spanishlanguage
website (verizon.com/espanol) and has
added Spanish-language online customer assistance.
Major Hispanic markets: New York, New Jersey, Texas,
Florida, California and other markets.
Recent and future plans: Hispanic markets have always
been an important part of Verizon’s strategy for FiOS
TV, which now offers some of the largest channel
counts in the industry as well as extensive bundles.
FiOS recently added Spanish and English feeds of
beIN Sports and continues extensive research into the
needs of the very diverse Hispanic community. As a
result of research showing an interest by English-dominant
Hispanics in having their kids learn Spanish, it
began a major English-language campaign to promote
its Spanish tiers, which produced a notable uptick in
its $14.99 Spanish-language package as a bolt-on to
Verizon has also has begun promoting online sales
of its packages, offering a $10 discount for subscribers
who take La Conexión, and has added Spanish features
to its pop-up customer support for online purchases.
New HD channels for Hispanics continue to be a major
focus, along with adding Spanish-language content
to its TV Everywhere off ering, providing a mix of channels
to address the diversity of the Hispanic community
and marketing its bundles.
AT&T U-verse TV
Basic video subscribers: 5.0 million
High-speed wired Internet subscribers: 16.4 million
Voice wireline connections: 30.2 million
Wireless subscribers: 107.9 million
Contacts: Aaron Slator, president, content and advertising;
Ryan Smith, VP, content acquisition; Julie Tran,
director of content; (310) 552-0279.
Hispanic video packages: Paquete Español (as many as
50 channels for $15 a month on top of any U-verse TV
programming tier); “U200 Latino” (up to 330 channels,
including the channels in Paquete Español, for
$84); U300 Latino (up to 410 channel including Paquete
Español for $99); U450 Latino (up to 480 channels
including Paquete Español for $131). Customers
who order U200, U300 or U450 can add Paquete
Español for $10.
Spanish VOD, HSD and bundles: The U-verse Movies
library offers thousands of hours of free and paid ondemand
titles including Spanish-language movies,
children’s programs and events, as well as VOD
content from five Spanish-language networks. AT&T
offers a variety of options for bundling U-verse TV
Spanish-language packages with U-verse Internet,
U-verse Voice and/or AT&T wireless services; offers
low-cost international calling plans; and is adding
apps and interactive features for Hispanic audiences.
Major Hispanic markets: Los Angeles; Houston; Dallas-
Fort Worth; San Antonio, Texas; San Francisco-Oakland-
San Jose; Sacramento-Stockton-Modesto, Calif.;
San Diego; Chicago; Miami-Ft. Lauderdale, Fla.; West
Palm Beach, Fla.; Austin, Texas; Fresno, Calif.; Bakersfi
eld, Calif.; Detroit-Ann Arbor, Mich., and Atlanta, as
well as El Paso and Corpus Christi, Texas; Orlando,
Fla.; Monterey-Salinas, Calif.; Raleigh-Durham, N.C.;
Odessa-Midland, Texas; and Charlotte, N.C.
Recent and future plans: Over the last year, the telco has
added Cine Estelar, Cine Nostalgia and beIN Sport
and has plans to add two more channels by year-end.
Its main focus, though, has been on strengthening its
lineup by replacing underperforming services with
more popular channels.
Another top priority is expanding the “TV Everywhere”
content available on multiple digital platforms.
Last November, it added Univision content to
its U-verse website and apps for smartphones and
iPad; U-verse TV subscribers can also access Univision
content at Uvideos.com and the Uvideos mobile
applications with their U-verse TV ID. More recently,
subs were able to access ESPN Deportes as part of the
authenticated Watch ESPN app.
Recent promotions include a free preview weekend
(Sept. 13-15) featuring Paquete Español, HBO
Latino, Cinema Latino and Encore Español in honor
of Hispanic Heritage Month and a variety of discounts
for triple-play bundles.
Total residential and business customers: About 6 million
Basic-video subscribers: 4.5 million (SNL Kagan estimate;
privately held Cox does not disclose subscriber
Contact: Luis Caballero, executive director for Hispanic
Hispanic video packages: Paquete Latino (about
35 Spanish-language networks and a total of 145
channels for $29.99 to $31.99); “El Mix” (around 40
Spanish-language networks and around 180 total
channels for $39.99 to $44.99); Super Mix (49 Spanish-
language and about 250 total channels, VOD and
Cox TV online, for $70.99); local systems customize
channels and pricing.
Hispanic VOD, HSI and bundles: A variety of English
and Spanish-language movies, music and other
TV programming on demand; a variety of bundles,
including a current promotion for a year-long $75
triple-play offering and other, lower-cost high-speed
data and voice offerings; low-cost long distance offerings
include the Mi Mexico plan.
Major Hispanic markets: Markets Hispanic offerings
across its entire footprint but has the largest concentrations
in Arizona, Southern California and Las
Recent and future moves: As part of a completely
revamped Hispanic strategy, Cox launched Paquete
Latino and a Spanish-language website in 2004 and
has since continued to expand offerings, with the
launch of the El Mix tier in 2010.
This summer, Cox added Univision Deportes and
Univision tlnovelas to its Spanish-language offerings
in Arizona, Nevada and California, and is expecting
to add additional channels in late 2013 and early
2014 to bring its total of Spanish-language networks
to 52. Cox is targeting the total “Hispanic” market,
with offerings that will serve Spanish-dominant, bilingual
and English-dominant Hispanics.
The MSO has has made a number of general-market
moves that are proving popular with Hispanics, who
overindex on digital platforms. These include expansion
of its TV Everywhere services and the launch of
Contour, a second-screen iPad app that aggregates
live TV, on-demand and DVR recordings, and bakes
in personalized recommendations. As the user views
more Spanish-language or Hispanic programming,
the app offers more recommendations in those areas,
making it easier to find Hispanic content.
Low-cost bundles, including a current triple-play
promotion for one year of $25 video, $25 high-speed
Internet and $25 phone service targeted to Hispanics,
remain a top priority. About 65% of all Hispanic
customers take two or more products.
Cox is also looking to expand its Spanish-language
VOD packages and to better serve Hispanic millennials.
Basic video subscribers: 4.1 million
High-speed Internet subscribers: 4.1 million
Phone subscribers: 2.1 million
Contact: Jim Obermeyer, senior VP of marketing,
Hispanic video packages: Packages with up to 45
Spanish-language channels cost $5 on top of general-market offerings TV Select, TV Silver or TV Gold.
Hispanic VOD, HSI and bundles: A growing library of
Spanish-language VOD; various packages for Hispanics
include a triple-play offering with PaqueTV
and more than 200 channels, free HD, free calling to
Mexico and Internet speeds of 30 Megabits per second
for $94.97; Spanish-language website (charter.com/español).
Major Hispanic markets: Los Angeles; Fort Worth,
Texas; Reno, Nev.; as well as rapidly growing populations
in Tennessee; South Carolina and portions of
Washington, Nebraska and Georgia.
Recent and future plans: Charter has become much
more aggressive in the Hispanic market with new
packages and bundles, and plans to add additional
channels and offerings as it goes all-digital in more
Basic video subscribers: 2.9 million
High-speed Internet subscribers: 2.8 million
Voice lines: 2.3 million
Contact: Paul Strickland, VP of video product
strategy and operations, (516) 803-3693,
Hispanic video packages: Optimum en Español (more
than 48 Spanish-language channels and a Spanishlanguage
VOD service starting at $10.95 a month for
subscribers to Optimum Value and above).
Hispanic VOD, HSI and bundles: More than 150 hours
of Spanish-language VOD programming a month; a
variety of promotions for video, Internet and phone;
flat-rate plans for unlimited local and long-distance
calling within the U.S., Puerto Rico and Canada;
Optimum Voice World Call, which provides up to 250
minutes of calling anywhere in the world, including
up to 30 minutes of calls to Cuba, for $19.95;
Spanish-language customer Web portal, Optimum.
net en Español; more than 50 networks available
with the Optimum TV to GO “TV Everywhere”
Major Hispanic markets: Greater New York City area,
including the Bronx, parts of Brooklyn, and parts of
New Jersey and Long Island.
Recent and future plans: Optimum en Español, along
with other international services offered by Optimum
TV, has been carried across Cablevision’s
footprint since 2006. Over the past year, Cablevision
added new Spanish-language networks and
launched a new, faster, simpler customer Web portal,
Optimum.net, where customers can switch between
English and Spanish.
The operator has also been expanding its lineup of
TV everywhere content, adding Telemundo, Deportes
Telemundo, mun2, ESPN Deportes and Uvideos
(content from Univision, UniMas, and Galavision).
The Optimum App for iPad, iPhone, iPod Touch,
Android, Kindle Fire and laptops allows for live TV
viewing anywhere in the home.
Bright House Networks
Total customers: About 2.5 million
Basic video subscribers: About 2 million (SNL Kagan
estimate; privately held operator)
Hispanic video packages: Varies by location. The
Tampa Bay and Central Florida/Orlando markets
offer Nuestros Canales (a Spanish-language tier that
features 24 exclusive video channels and five audio
services, plus Spanish-language VOD, for $9 on top
of other video tiers). Those markets also offer a total
of 47 Hispanic networks carried on the Basic, Standard,
Digital and Hispanic tiers.
The Bakersfield, Calif., market also offers Nuestros
Canales. Apart from that package, Bakersfi eld has a
total of 41 Hispanic networks carried on the Basic,
Standard, Digital and Hispanic tiers.
Hispanic VOD, HSI and bundles: The Florida and
Bakersfield markets offer Lo Mejor On Demand
(more than 300 hours of programming from
Univision, Telefutura, Telemundo and others);
both have Mi Plan Latino package (basic video
service plus Nuestros Canales, the Digital Navigator
guide, Hispanic Digital Music Choice and a
Digital Converter) and the Mi Plan Latino Plus
package (standard-level video service, Nuestros
Canales, the Digital Navigator guide, Hispanic
Digital Music Choice and a Digital Converter).
Bakersfield market also offers TV Para ti (a combination
of English and Spanish networks offered
in a bundle with either HSD lite, or HSD standard
and phone); the high-speed data service offers
extensive Spanish-language pages for Hispanic
customers; and Hispanic-targeted Mi Mexico and
Latin American Call Plans are offered in all Bright
Major Hispanic markets: The Florida markets, including
Tampa-St. Petersburg; Central Florida; and
Recent and future moves: Bright House continues
to work to improve its offerings, which include
InfoMas, an exclusive 24-hour local Spanish channel
with news, sports, weather, community news
and other programming that is available in Florida
on the Digital tier.