Wednesday, April 13, 2011
By STUART ELLIOTT
Posted April 1, 2011
Just as Bob Dylan wrote that you don’t need a weatherman to know which way the wind blows, you don’t need a census taker to know how quickly advertisers, marketers and media companies are responding to the results of the 2010 census.
Fox Deportes The Fox Deportes cable sports channel is among the channels becoming part of a new News Corporation unit, Fox Hispanic Media.
The census data, now being released, show continued robust growth in the population of Hispanic Americans. So it is not surprising that the News Corporation is seeking to expand its presence in media aimed at Spanish-speaking consumers.
Two units of the News Corporation, Fox International Channels and Fox Global Networks, plan to announce on Monday morning that they are forming a division to be called Fox Hispanic Media. The goal is to help advertisers reach the Hispanic market more effectively and efficiently.
The slogan for Fox Hispanic Media is “Latino entertainment with an American attitude.”
Fox Hispanic Media will be composed of two existing cable channels and a new one. The existing channels are Fox Deportes, formerly known as Fox Sports en Español, and Utilísima, a channel aimed at women that offers shows on subjects like cooking, parenting, beauty and home improvement.
The new channel is Nat Geo Mundo, which will be a Spanish-language sibling of the National Geographic Channel and the Nat Geo Wild channel. Those channels are under the aegis of another News Corporation entity, the Fox Networks Group, and National Geographic Ventures, part of the National Geographic Society.
Fox Hispanic Media will be led by Hernan Lopez, president and chief executive at Fox International Channels.
The census results are “reaffirming the growing importance of the Hispanic community,” Mr. Lopez said in a statement. The Fox Hispanic Media channels will be aimed at a viewer whom he described as a “sophisticated new Latino consumer” who prefers to watch original programming rather than English-language shows translated into Spanish.
Tom Maney, senior vice president for advertising sales at Fox Deportes, becomes senior vice president for advertising sales at Fox Hispanic Media.
The competition for viewers who watch TV in Spanish is already intense. Entrants in the crowded market include Univision Communications, with networks and channels like Univision, TeleFutura and Galavision; the Telemundo Communications Group, part of NBCUniversal, owned by Comcast, with networks and channels like Telemundo and Mun2.
There are also efforts to reach Hispanic viewers with English-language programming; examples include Si TV.