HispanicAd.com Q&A with Frank Flores / VP Hispanic Marketing & Sales, SiriusXM

HispanicAd.com had the opportunity to interview Frank Flores / VP Hispanic Marketing & Sales, SiriusXM.

HAD: What does your role as VP, Hispanic Marketing and Sales entail?

FF:  As VP of Hispanic Marketing & Sales at SiriusXM, my job is to market and sell our SiriusXM Latino suite of channels to our current subscriber base as well as identify different ways of attracting new Latino subscribers. The SiriusXM platform is unique in its variety of music, news, talk and comedy designed and targeted to attract bicultural and bilingual Latinos. We will be able to sell to advertisers the ability to reach these Latinos like never before. Although the bulk of our programming is commercial-free music channels, SiriusXM is still able to sell our advertisers the commercial platforms they crave on channels like Piolin Radio where they will stand out and be heard intently by our exclusive audience.
 
HAD: How many SiriusXM channels are dedicated to the Latino market?

FF: SiriusXM Latino is committed to the Hispanic marketplace and offers a robust collection of channels including a variety of commercial-free Latino music channels covering a wide selection of music genres, talk, entertainment, and sports, including play-by-play of Major League Baseball games.   Channels include Piolín Radio, hosted by Spanish-language radio’s top host, Eddie “Piolín” Sotelo, music channels including Águila (regional Mexican), Caliente (tropical), La Kueva (Rock en Español) and La Mezcla (mix of English & Spanish hits).  SiriusXM Latino also offers the best in sports and news in Spanish with ESPN Deportes Radio, beIN Sport en Español, CNN en Español, Radio Formula Mexico  and more.  

HAD: Why did SiriusXM decide to launch Piolín Radio?

FF:  Piolín is the top-host in Spanish-language radio and a creative force.  Piolín has firmly established himself in many metro markets during drive time and now his fans can get him all day on satellite or On Demand over our streaming platform.  SiriusXM has outstanding talent-including Howard Stern, Mad Dog, and now, Piolín. He represents the kind of “must have” radio content that separates us from the rest.  “El Show de Piolín” is unique, his popularity is far and wide and his vast fan base can only find him on SiriusXM.
 
HAD: What sets SiriusXM Latino apart?

FF:  SiriusXM plans exclusive events for its subscribers including our recent SiriusXM ICONOS with Marc Anthony and SiriusXM’s Town Hall with Gloria Estefan moderated by Perez Hilton. Previous SiriusXM specials have featured Juanes, Alejandro Sanz, Lady Gaga, Prince Royce, Bruce Springsteen, Willie Nelson, Billy Crystal, Gabriel Iglesias, Aerosmith, Coldplay and Gustavo Dudamel to name a few.  SiriusXM Latino is the one place where you can get music channels dedicated to specific genres including a channel for Rock en Español (La Kueva) and Regional Mexican music (Águila), to name a few.
 
HAD:  Who does SiriusXM Latino target?

FF:  SiriusXM Latino targets the US Hispanic population with our varied combination of Spanish and English language preferences, taking into careful consideration our traditions, roots and values.
 
HAD:  Why should I subscribe to SiriusXM?

FF:  SiriusXM offers the best of both worlds: commercial-free music, a variety of genres, exclusive and branded content, extensive sports play-by-play and national reach, in both English and Spanish.  We expect Latinos listening to Caliente channel 150 to be just as likely to turn to the 80s channel or Howard Stern or any of our NFL channels. In fact, as a bilingual and bicultural Latino I can say that SiriusXM offers me more variety than any other service because I can listen to all the great channels that the typical SiriusXM subscriber can PLUS the great Spanish-language channels.