TV Azteca Celebrates Upfront – A First For Mexican Television.

TV Azteca presented an unprecedented event for advertisers and advertising agencies in Mexico, as it premiered its 2004 programming and advertising options. The event, which was entitled “La Television Que Te Toca,” or “Television that Touches You,” was structured under the model of U.S. network upfronts to kick off pre-season sales.

The event was hosted by Ricardo B. Salinas Pliego, chairman of the board; Mario San Roman, COO, Gustavo Guzman, VP of Sales; and Carlos Diaz, director of national sales. The honored guests were hundreds of TV Azteca’s most important clients, and executives were joined by the networks top producers, television hosts and actors.

The program opened as Mario San Roman welcomed clients and recapped the company’s ten-year struggle to position itself as an attractive advertising option.

Gustavo Guzman thanked Azteca clients for their support during the last decade and stressed the importance of advertisers in the company’s development. Later, he challenged his sales team with an ambitious sales goal to lead TV Azteca into the next ten years. He also expressed hopes that Azteca’s competitor would respond to an Azteca call to price increases given that advertising rates in Mexico are some of the lowest in the world in cost-per-thousand terms.

Ricardo B. Salinas called advertisers to join an effort to improve Mexican television. “It is you as advertisers that ultimately decide what is shown on the screen,” said Mr. Salinas. He reiterated TV Azteca’s commitment to quality programming and asked clients to continue supporting values on the screen, given the importance of television in improving Mexican society. “Television for me is a very powerful tool to contribute to daily improvement of this country. We have a great responsibility for the content on our screen … this is a major issue.”

Mr. Salinas also highlighted the advantages of TV Azteca’s sales plans, where advertisers pay per rating point. “We sell advertising impact, not screen time,” he added. This translates into low risk and attractiveness for advertising agencies and clients. “Our effort is directed at convincing you of the profitability of increased advertising investment with TV Azteca. We’re simply the best option,” he concluded.