A chat with Luis Silberwasser of Discovery Networks U.S. Hispanic Group.

HispanicAd.com sat down with Luis Silberwasser – Senior Vice President and General Manager of Discovery Networks U.S. Hispanic Group and brings you some insights into the channel.

Does Discovery have any networks that cater to an Hispanic audience?

Launched in 1998, Discovery en Español is a factual network for U.S. Hispanic audiences, delivering content that looks at the world from a Latino perspective. Discovery en Español offers a standalone, independently programmed 24-hour schedule that provides original content from Latin America as well as American programs that are dubbed and reformatted to ensure cultural relevance for Spanish-speaking viewers. Expanding on the success of this network, Discovery Networks recently launched two additional Spanish-language networks – Discovery Kids en Español and Discovery Travel & Living (Viajar y Vivir).

Discovery Travel & Living (Viajar y Vivir), a Spanish-language Discovery Lifestyle Network, is an in-home getaway for adults who want to experience the best the world has to offer — in their native language. Providing an eclectic mix of lifestyle programming on travel, food, well-being, design and décor, Discovery Travel & Living encourages viewers to live life well and make the most of their free time by pursuing unique interests and experiences.

Discovery Kids en Español is the premier Spanish-language network dedicated to bringing the highest-quality, family-oriented programming to kids and families, offering a safe haven that parents can trust. Discovery Kids en Español provides a unique environment that nurtures children’s curiosity using characters and stories, enabling them to relate to real-life experiences and creating lifelong learners as only Discovery can.

What made Discovery decide to create Discovery Networks U.S. Hispanic Group?

Discovery Networks saw a significant market opportunity in the underserved area of factual entertainment for U.S. Hispanic viewers. Therefore, drawing from our experience in operating in 23 Spanish-speaking countries, we decided to launch culturally relevant networks in the United States to fill the gap. We launched Discovery en Español in 1998, and recently launched two more Spanish language networks in order to better serve the needs of Latino women, children and families – Discovery Kids en Español, targeted to kids and families, and Discovery Travel & Living (Viajar y Vivir), the first lifestyle network for U.S. Hispanic viewers. We will continue to look for new opportunities to deliver enhanced relevance to our diverse audiences.

How does Discovery Networks adapt its programming for Hispanic audiences?

Our goal is to inspire Latino viewers to unlock their potential by providing context for the ever-changing world around them, and we are passionate about providing the highest quality factual entertainment in a relevant, innovative and entertaining manner. The Discovery U.S. Hispanic Networks – Discovery en Español, Discovery Kids en Español and Discovery Travel & Living (Viajar y Vivir) – aren’t simply secondary audio programming feeds of their English language counterparts, but rather standalone, independently programmed channels that have been tailored to the interests of U.S. Spanish-speaking audiences and offer original content from Latin America as well as American programs that have been transcreated to ensure cultural relevance. Some of the programming on the U.S. Hispanic channels will be original shows from Latin America, which have not aired in the U.S. Discovery will also produce original titles for the channels – some formats and some original concepts. Finally, the U.S. Hispanic networks will tap into the best Discovery has to offer; we will dub the programming and change graphics from English to Spanish and also provide context to the story.

How has the advertising community reacted to the new Hispanic offerings?

Discovery’s three Spanish-language networks have been well-received by the advertising community, and we are now prepared to better serve their needs with a more diverse, well-rounded sales team based in key Hispanic markets throughout the country. Discovery U.S. Hispanic Networks’ experienced ad sales team offers clients integrated campaigns that go beyond simple spot schedules with features that include interactive elements, promotional contests and off-air tune-in campaigns.

To better serve our clients, we are offering programs packaged for advertisers according to 12 core genres targeted by each network:

Discovery en Español: Ingenuity, Human Adventure, Turbo, Exploring Our Heritage, In the Wild and Real-life Mysteries

Discovery Travel & Living (Viajar y Vivir): Well-being, Stylish Living, World Flavors and Now Boarding

Discovery Kids en Español: Learning Is Fun and Family Time

When is Discovery Networks U.S. Hispanic Group’s upfront presentation?

Discovery Networks U.S. Hispanic Group’s upfront presentation will take place on Thursday, May 18, 2006, at The New York Public Library at 7:30pm.