Discovery Familia ‘Goes into High Gear’ this Upfront Season.

Discovery Familia enters the 2010-11 Upfront season as a strong contender in the Hispanic TV cable universe. With its recent launch on DishLATINO, the network is now widely distributed within the Hispanic digital tier packages.

“Discovery Familia’s rapid growth and positive reception answers to an increasing demand for quality Spanish programming geared toward Hispanic mothers and children, reaching an underserved demographic and one that is unique to the network,” said Luis Silberwasser, SVP and General Manager, Discovery Networks U.S. Hispanic Group. “Within the broad Hispanic female demographic, marketers seek to engage more targeted segments, and Discovery Familia delivers in this respect.”

Latinos are still at the forefront of the largest and fastest-growing minority in the country. More importantly for Discovery Familia, 25% of kids under the age of five in the United States are Hispanic. Discovery Familia’s core mission is to be the leading Spanish-language network serving the needs of these Hispanic moms and pre-school children. Its driving philosophy is simple yet comes full circle, “It is about my kids, my home and me”.

During the day, the network will provide a fun, safe and educational co-viewing experience for children and their moms with Discovery Kids en Español programming. This targeted block prepares preschoolers for the real world by sparking curiosity, encouraging independent thinking and creating life-long learners with shows such as: MILLY MOLLY, PRINCESAS DEL MAR, and MISTER MAKER. It is also an excellent tool for parents to expose their kids to Spanish at an early age.

During the latter part of the day, the network will deliver a mix of high-quality non-fiction programming comprised of genres such as parenting (DULCES SUEÑOS), home (CHEF A DOMILICILIO) and lifestyle (ESPACIO VITAL) to help Hispanic moms enrich their lives. This supports a recent Discovery Networks U.S. Hispanic Group survey in which 90% of the Spanish-speaking women surveyed are looking for Spanish-language programming that portrays women in a better light.

With this strong foundation in place, Discovery Familia enters the 2010/2011 Upfront season with robust plans. The network is gearing-up for a high profile consumer push in its fourth quarter, featuring a new on-air look, logo and programming, reinforced by a national campaign that will include marketing, advertising and public relations.

“Many of our clients have expressed great enthusiasm for Discovery Familia because it offers a compelling and effective platform to reach the highly desirable Spanish-speaking female consumer segment,” said Victor Parada, Vice President of Ad Sales for Discovery Networks U.S. Hispanic Group.

Advertisers will have the opportunity to integrate themselves seamlessly into primetime genres with a rich portfolio of short-form content specifically developed to deliver the brand’s promise of providing an entertaining and educational experience. In primetime, interstitials will be created for advertisers to include the following topics:

– My kids: parenting, childcare (nutrition, education), pediatric health

– My home: home design and decor, household care, food

– Myself: fashion, wellness, women’s health and nutrition

During the Discovery Kids en Español programming daypart, the interstitial portfolio will focus on fun learning experiences for the mother to share with her child such as language (alphabet, vocabulary), math (numbers), safety and health (washing hands, eating well, etc.).

“With 66% of Hispanic moms influencing their household purchasing decisions and 40% also indicating that their kids have an influence on the brand that they buy, Discovery Familia’s value to advertisers is undeniable.” added Parada.

Lastly, the rich online platform http://www.discoveryfamilia.com/> , which is also being revamped, will allow parents and children to continue to share together, learn and have fun while providing a number of singular opportunities for advertisers.