May 17, 2019

Taking stroll down the US Hispanic advertising & marketing memory lane, we decided to list all the Hispanic focused TV companies or networks that existed or have existed over the last 20 years in our Industry.

Some are still going strong and others, the future will decide.  But one things is for sure, change in inevitable.

  • Did the change of buying responsibilities from Hispanic focused agencies to multi-national buying services help cull the herd?
  • Did many of these companies just become smaller units inside major mainstream TV companies with very little dedicated resources?
  • Did their programming options just not deliver?
  • Did the cookie-cutter media buy philosophy reduce the number of ingredients or options?
  • Did Hispanic and mainstream buying agencies become lazy and want a less complicated media mix?
  • Did the elimination of a dedicated Nielsen Hispanic TV ratings book to hopefully get more mainstream buys with the belief that this would level the playing filed play a part?
  • Did mianstream TV companies and networks become a better alternative to reach US Hispanic viewers?

Here are the ones we came up with that appeared on our online publication HispanicAd over the last 20 years:

  • America TV
  • Azteca America
  • BeIn Sports
  • Buena Visión
  • CineLatino
  • CNN en Espanol
  • Discovery en Espanol
  • ESPN Deportes
  • Estrella
  • Fox Deportes
  • Fuse
  • Fusion
  • GalaVision
  • Gol TV
  • MTV Tres
  • Mun2
  • Mundo Fox
  • NatGeo
  • Nuestra Vision
  • Nuvo TV
  • Passiones
  • SOL TV
  • TeleFutura
  • Telemundo
  • UniMas
  • Univision
  • VME TV
  • WAPA Amer

Maybe missed a couple, but whose counting.

Gene Bryan


The topic could likely support a multi-page article. But, let’s start with a flashback to 2014. Discovery U.S. Hispanic had a super-cool Upfront. It was its last. Why? Cord-cutting and lack of USH original programming? Doubt it. The “total market” solution and marketers being fed a “total story” in one upfront that scraped the surface of Hispanic media? Likely. Remember that Tr3s Upfront in 2013? VIMN put talented people I adore out of work or in reassigned posts at Nickelodeon because expenses couldn’t meet income. Cord-cutting? Nope. Viacom Corporate woes on P&L? Yup. Why? “Total Market Fail.” Tom Maney’s MundoFox? A decade too late. MundoMax? RCN was clueless. Shall we go on? ConFusion and ConFuse? Nah ... NBCUNIVERSAL said it all Monday at Radio City Music Hall. The Total Market Hispanic story is now Kate Del Castillo for five minutes and Luis Fonsi singing four cover songs ultra-familiar with Gringos from Greenville. I hear that was the MOST time devoted to Telemundo ever at the NBCU Upfront. Grade: F. Hispanic TV ills are a problem linked to marketing influencing bad corporate business decisions. Who’s doing it right? Vince Sadusky. The future will be interesting as we’ve only scratched the surface on a Netflix Latino and Amazon’s big bucks, but one thing is for sure: the “roll-in” to the total market big brother is a big mistake.

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