Fox Hispanic Media launches.

Fox International Channels (FIC) and Fox Global Networks (FGN) announced the formation of Fox Hispanic Media (FHM), a specialized group dedicated to help marketers reach the booming U.S. Hispanic market more effectively. FHM will initially include three Spanish-language networks and their digital extensions, with a variety of distinct thematic content targeting an increasingly underserved evolved Latino mindset; FOX Deportes, a sports network; recently-launched Utilísima, a women’s lifestyle network; and just announced Nat Geo Mundo, a non-fiction entertainment network.

“The Census data is reaffirming the growing importance of the Hispanic community, and we believe the marketplace lacks content for the sophisticated new Latino consumer who demands high-quality, original programming, rather than mere translations of existing material,” said Hernan Lopez, President and CEO of Fox International Channels, who oversees the three networks in the portfolio. “With the launch of Fox Hispanic Media and the integration of the rich array of content our three networks offer, we are uniquely poised to help advertisers and business partners reach this forward-thinking U.S. Hispanic audience.”

Fox Hispanic Media will seek to foster deep connections with its audience in a culturally relevant environment, with each network offering a unique value proposition for the new Latino consumer. FOX Deportes offers the biggest, exclusive live-sports events where multicultural and multigenerational Latinos can connect with their passion through sports. Utilísima is the official hub for Latina women, empowering them to make their lives and their families’ lives better through 100 percent original cooking, arts, health, beauty, parenting and home improvement entertainment. Nat Geo Mundo, launching in July of this year, will inspire U.S. Latino families to expand their horizons through high-quality entertainment about the world that surrounds them.

“Advertisers know it is increasingly crucial to reach this tech savvy, bicultural Latino community and gain their loyalty,” said Tom Maney, SVP, Advertising Sales, Fox Hispanic Media. “Our specialized consortium will allow them to target a valuable consumer segment of influencers across multiple platforms and diverse demographic slices.”

“These sophisticated consumers want high-quality entertainment, and they will not pay attention to content with secondary production values merely because the program is in Spanish,” explained Sean Riley, Senior Vice President, Fox Networks, who oversees the distribution of Fox Global Networks. “Our goal is to create a one-stop shop for distributors that will enable them to better serve this fast growing and crucial segment.”

“As the Latino community continues to grow and evolve at exponential rates, politicians and businesses are taking notice and scrambling to cater to this underserved segment,” said Mr. Lopez. “However, it’s also becoming apparent that this is not your abuela’s Latino community of two decades ago. A new generation has emerged, with a new Latino DNA, and marketers who fail to decode it will struggle.”