Judy Kenny, Estrella TVs EVP of Network Sales and Marketing
The programming highlights for Estrella TVs upfront include a two-hour daily morning show, a new reality series, an award show airing in 1st quarter, a mini-series produced by Estrella TV based on the life of legendary performer Chalino Sánchez, a weekly sports review program about soccer, and Retofamosos, Estrella TVs newest primetime celebrity game show starring Chupitos.Our strategy has been to take successful genres from the general market that perform well among Hispanics and create new programs that resonate with U.S. Hispanics, points out Judy Kenny, Estrella TVs EVP of Network Sales and Marketing.When asked about the Hispanic TV upfront landscape, Kenny said that this would be another record year for the Spanish-language market and specifically for Estrella TV. Advertisers have found the value of Estrella TV as an original content partner who can create robust programming elements across all screens with cutting edge technology. Clients are looking to break out of their competitive sets and we are the company that can create affordable and creative, ownable content, she added. Kenny points out the upfront is alive and well and they will continue to work with any client/agency partner who wants to place their money upfront. We are, however, having continuous conversations with our partners about expanding their business through original content initiatives. The demands on clients to react to consumers rapidly changing tastes creates a need for dialogue throughout the year. We are one of the most nimble and creative partners in the business today, so when a brand wants ideas and implementation in June, November, January or April we are active partners and deliver.In terms of the most active advertising categories Kenny added that the greatest demand has recently been from the movie studios, autos, retail, and telecoms.
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