U.S. HISPANIC
Luis Caballero from Cox Communications: As diversity grows in the US, multicultural becomes the norm
Maribel Ramos-Weiner| 8 de mayo de 2015
In the panel, “Audiences that you cannot ignore”, Luis Caballero, executive director Marketing and Hispanic Strategy at Cox Communications said that for the company, access is the key to understand the audience. “We try to follow what that consumer does with the access we offer”. He pointed out that one of the main contents that Hispanic users download are sports and certain movies. Caballero added that it continues to be relevant to address users in their language and bilingual is the language of the web. He added that the more channels the audience has, the more contents he wants to see, that it is important to repackage and be flexible.”We are including English and Spanish in our commercials. We want to let the audience know that we have diversity”, he said. José Vélez-Silva, executive director of Multicultural Marketing at Comcast Cable, said they launched a bicultural initiative titled Because I can which was inserted into Anglo saxon programs such as The Voice and Undateable by NBC, “because hispanics are not a silo”. Caballero reinforced this idea by saying: “We must stop focusing on segments and shift our focus towards audiences. I think that as the tapestry of this country becomes more diverse, multicultural consequently becomes the norm”.The panel was also integrated by Serena Petrecca, International Sales and Marketing manager at Mediaset Italy, who attended the event for the first time and Burke Berendes, partner of Condista.
Diario de Hoy
Noticias relacionadas (23)
25 de marzo de 2014
The Multicultural TV Breakfast at The Cable Show will be on April 30th
13 de diciembre de 2013
Twelve executives to receive 2014 Multicultural TV Leadership Awards
29 de septiembre de 2013
The 11th Annual Hispanic Television Summit will be held this Wednesday Oct 2nd in NY
14 de junio de 2013
Multicultural pay-TV executives discuss how to attract and retain subscribers
12 de marzo de 2013
Multiethnic TV Leadership Awards in New York will honor 11 executives
21 de febrero de 2013
Multiethnic TV business will be celebrated in event held in New York
19 de junio de 2012
Philip Polk of Cox Communications: The tiers of paid TV are a constant challenge
8 de julio de 2011
Ninth Annual Hispanic Television Summit announces panelists and topics
17 de junio de 2011
At the Multicultural TV panel, Comcast announces it will begin IPTV test in 2012
11 de marzo de 2011
The 11th Annual Multicultural Media Forum will be held on March 16
21 de septiembre de 2010
The 8th Annual Hispanic Television Summit starts next week in NY
1 de junio de 2010
Multicultural TV panel: There is a lot left to do in the Hispanic market