Original content is key in HGTV´s Hogar

Eileen Piñeiro, senior channel director; Antonio Rojas, director of Creative Services for US Hispanic and Michela Giorelli, VP Production and Development, all from Discovery Networks Latin America/US Hispanic, presented the virtues of the group´s new signal, HGTV´s Hogar in the context of the last day of the 18th Annual Hispanic Television Summit in the session ¿Qué es lo Próximo? Creando Nuevo Contenido de Video Para Los Hispanos.

Piñeiro highlighted that Discovery`s Hispanic Channel Portfolio groups a fourth of the total of the audience that watches Hispanic TV in the US. He detailed that for this signal, the third in the portfolio, they are driving distribution and looking for new and emerging channels for new original productions.

Rojas spoke about the strategy to develop the brand Hogar from HGTV, explaining that they knew that by mixing the culture and Latina roots, the brand would resonate with the audience. “Our brand is aspirational but attainable. Although there is a female bias, it is inclusive with men,” he added.

Giorelli said that the key element of HGTV´s Hogar is its original content. “We have original series that present Latino experts who mark trends, Hispanic characters the audience can identify with, people who are passionate about renovations and food”.

She mentioned the series Chef a Domicilio, whose format they adapted for remote production and it became a competition between well-known chefs from their homes; the renovation show Mientras No Estabas and a third show that is in pre-production: Diseñador en Casa. “We are finding innovative and creative ways to bring fresh content to the audience, but at the same time, keeping everyone safe,” said Giorelli.