U.S. HISPANIC
Atresmedia: With the creation of Atresmedia Internacional we are more efficient in distribution and marketing
Maribel Ramos-Weiner| 16 de junio de 2016
Javier Nuche, general director of Atresmedia, told PRODU that the creation of Atresmedia Internacional enables more efficiently serving distribution subscribers and organizing marketing activities around a single person that can perform a better coordination job among all areas.We have managed to have a portfolio of very well consolidated channels, very well known brands like Antena 3 Internacional, Atreseries and ¡HOLA! TV, and in order to continue growing we needed to be organized in a way that enabled more coordination with cable operators and the industry in general, he explained.He stated that in only three years the group of channels has tripled its subscribers, reaching more than 65 million people in Latin America and US Hispanic.We bet on introducing two new signals at a moment when it wasn’t easy to do so, but we have been very successful in this process. Both Atreseries and ¡HOLA! TV are being well received, both in terms of distribution and in audience and now we must continue growing, he commented.He mentioned that US Hispanic and Mexico are key for growth. The US is a very complicated and mature market. We think that the Hispanic pay TV market is under represented, because there are some 4 and a half million subscribers to Hispanic packages, but the number of homes is much larger. There is room for 2 million additional subscribers, which current platforms are not capable of attracting. New platforms will probably help this growth.
