Latino Love: Cox Premieres Revamped Spanish Package with HBO Latino
After 8 months in development, Cox is unveiling a revamped Hispanic package today it thinks will compete aggressively with DBS. It’s been Cesar Cruz’s "big baby" since joining the MSO last fall as dir of multicultural marketing. When compared to satellite’s Hispanic offerings, "our strategy is a little bit more … simple," Cruz says. "Instead of 3 different options, we’re offering one strong Hispanic option with the best Spanish-language nets." Cox wants to cut through the clutter-and include premium network programming in 1 low-priced package. For $34.95/month, consumers subscribing to "Paquete Latino with Cox Digital Cable" get 35 Spanish-language channels, including multiple channels of HBO and HBO Latino, and the English-language broadcast programming in Cox’s limited basic tier. The inclusion of HBO programming seemed to be the deal clincher for Cruz. "HBO is one of the most recognized brands in Latin America as well as the Hispanic community," he explains. "It’s family oriented, has Hollywood hits and adds value." Cox will continue to look for ways to enhance the package, with Cruz noting that he’s already identified 7 other programmers for review down the road. He has been critical of some Spanish-language programmers, saying that some are merely "patching product in from Latin American countries." That’s not what he’s looking for. "We feel this is the best of the best" in terms of programming. Cultura, Cox’s new Hispanic agency of record, will roll out an advertising spot on Univision this month emphasizing low cost and the quality of content of the package, which replaces Cox’s current digital Latino package. The next part of Cox’s Hispanic initiative will be a bundled package aimed squarely at Hispanic consumers next year. Cruz reveals it has a unique, top secret name he thinks will resonate well. "We’ll be talking like your friend," he says. The package is now available in San Diego, Phoenix, Tucson and Omaha, NE. Additional systems will launch it this fall. Networks in the package include Discovery en Espanol, TeleFutura, Azteca America, MTV Espanol, CineLatino, History en Espanol, Fox Sports en Espanol, ESPN Deportes, VHUno, De Pelicula, De Pelicula Clasico and CNN en Espanol.