Presented: Tuesday, July 17th
Taking Action: Capitalizing on Cable's Growing Latino Sports Market
Both media companies and distributors are churning out new Latino networks and subscriber packages for Spanish-speaking and English-speaking audiences alike. And new Latino-focused sports nets are also proliferating well beyond soccer, with Latino viewership up for the NBA and MLB—and as much as tripling in recent years for sports like the NFL and even NASCAR.
The 2010 Census was a wake up call for U.S. media companies as it confirmed what many already suspected or knew: The Hispanic portion of the TV viewing public is growing at a rapid clip, with the demo accounting for more than half of the country's overall population growth in the last decade. But while 2011 was a year to absorb the news and formulate strategy, 2012 has clearly turned into the year of action. What does this all mean for the cable and sports media marketplace? And how will this important demographic respond to new efforts to reach them through the airwaves, especially in the sports arena? And how are cable ops and programmers responding to Latinos’ rapidly evolving sports interests? Get answers to these questions and more with this exclusive Webinar from experts in the field.
In this Webinar, you'll learn:
How the explosion of Latino sports nets has changed the game.
The specific dynamics of the Latino marketplace and changes over the last year.
How various Latino subgroups break down based on country of origin, age, gender and other factors, and how these groups interact with content differently.
Marketing ideas for both programmers and distributors to reach different segments of Latinos.
Perspective on how this growing population will continue to evolve in the coming years.
|Bio Ruben Mendiola
Vice President and General Manager
of Multicultural Video Services
Ruben Mendiola is the Vice President and General Manager of Multicultural Video Services for Comcast. In this position he is responsible for directing, designing and implementing Comcast's multicultural video services strategy and collaborating with various Comcast divisions, regions and business unit partners to develop competitive product pricing, positioning and marketing strategies.
Prior to joining Comcast, Mendiola was General Manager of Latino Programming and Spanish Business Development for Dish Network. During his nine years at the company, he not only spearheaded and defined the company's Spanish video content initiatives, but was also responsible for creating the DISH Latino division.
Prior to DISH, he was Vice President of Programming and Operations at Fox Sports Latin America. He also served as Programming Director for Pay TV at Grupo Televisa where he was responsible for content negotiations for all Pay TV Systems of Televisa including Sky Entertainment Services and Cablevision.
Ruben is a graduate of Universidad Iberoamericana A.C. in Mexico City where he earned his degree in Corporate Law.
|BioFreddy Rolôn, Jr.
Vice President, Deportes Programming
& Business Initiatives
Freddy Rolón, Jr. has been promoted to vice president of ESPN Deportes programming and business initiatives as of September 2011. Rolón retains responsibility for the ESPN Deportes Radio and ESPNDeportesLA.com businesses; coordinating efforts between ad sales, affiliate sales and production teams in Miami and Los Angeles.
Working out of ESPN's offices in Bristol, Conn., Rolón oversees all programming for ESPN Deportes, including program acquisitions, program development and program scheduling. Rolón is the network's programming point-person with all internal stakeholders and manages the ESPN Deportes Programming organization as well as external relationships with leagues and rights holders.
Prior to his promotion, Rolón served as the senior director, ESPN Deportes Radio and business initiatives. Rolón was instrumental in developing a five-year plan for ESPN Deportes to achieve growth targets through a new sales structure and reinvestment in US-specific programming. Through this, he was able to identify, create and develop initiatives that produced sustainable, long-term growth through deal evaluation. He also worked with business leaders to manage start-up phases of new business initiatives, including ESPN Local initiative.
Before officially joining ESPN in 2004, he had been an intern for ESPN International in the summer of 2003. After completing his MBA, he joined ESPN as a senior manager of marketing for ESPN Deportes. He was promoted to senior director, marketing and integration of ESPN Radio (2005-2007), where he oversaw all the marketing efforts for ESPN Radio and ESPN Deportes Radio.
Rolón graduated from Wesleyan University with a bachelor of arts in economics and government and later received a master's of business administration from the Tuck School of Business at Dartmouth.
|Bio Sharon van Zwieten
Senior Executive Producer of News, Univision Communications
Sharon van Zwieten is senior executive producer of News for Univision Deportes, overseeing Univision's sports news programming.
She was previously at ESPN Star Sports based in Singapore where she served as senior executive producer of News. In her role there, Ms. van Zwieten developed and launched ESPNews, a 24-hour pan-regional cable network, "SportsCenter Malaysia" and "Score Tonight," a Pan-Asian sports show.
Prior to ESPN Star Sports, Ms. van Zwieten served as senior executive producer of "News Night with Aaron Brown" at CNN. She has held various other positions in the broadcast industry including as senior producer of "ABC News LIVE," executive producer of "American Morning with Paula Zahn," supervising producer of CNN's "Daybreak," and producer of "CNN This Morning Asia."
Ms. Van Zwieten was recently named one of Broadcasting & Cable/Multichannel News' Women in the Game, an honor championing extraordinary sports television executives.
She received an MBA from the Booth School of Business at the University of Chicago, a masters of arts degree in journalism at Northwestern University Medill School of Journalism, and bachelors of arts degrees in English and history from the University of Michigan.
Cable and marketing executives in the following areas:
The live audio is delivered to your location over the telephone or your computer speakers. The Power-Point presentations are presented over the Internet and are available to print out before the program. This is like a talk-radio program with visuals on the Web. You and your team will be able to have a live Q&A with all the speakers.
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Use speakers on your computer or speakerphone on your telephone and invite your entire staff to attend for one low price of $339.00 USD per site.
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