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Víctor Parada of Discovery U.S. Hispanic: Other networks are all about the ‘how-to’, with us, it’s about the heart

May 21, 2013

Víctor Parada, VP of Advertising Sales for Discovery U.S. Hispanic

Discovery U.S. Hispanic announced its 2013 to 2014 season programming slate for Discovery en Español and Discovery Familia during an Upfront event in New York City May 14. The network revealed new series on Discovery en Español like Bear Grylls: Escapando del Infierno, and a new genre entitled Vroom geared toward car lovers. Discovery Familia emphasized its target of Hispanic women – primarily mothers. We spoke with Víctor Parada, VP of Advertising Sales for Discovery U.S. Hispanic, who explained the idea behind the Upfront’s theme: Feel. “Feel really encapsulates and symbolizes and plays tribute the relationship that exists between our content and our viewers” he said. “Other networks are all about the ‘how-to’ – how to cook, how to decorate – it’s all about the hands. With us, it’s about the heart, and that’s why our upfront theme is ‘feel’” he said. Discovery U.S. Hispanic enters the season with consistent performance ratings. This year, Discovery en Español boasts its fifth consecutive quarter with year over year growth, and it was positioned as the No. 1 Hispanic pay TV on Sundays primetime among its target audience. “Don’t take it from me, check the ratings,” Parada assures. “When you look at the Nielsen data, Discovery in Español for more than half a decade has been the second most watched Hispanic cable network. That relationship is strong, It’s lasting and it’s consistent”.

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