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GolTV, ESPN Team Up for Unprecedented Coverage of La Liga

06/23/2009/in Digital Marketing, Social Media/by Target Latino

Each Network Will Offer Exclusive Spanish and English-language Multiplatform Coverage of Spain’s La Liga

NEW YORK, June 22 /PRNewswire/ — GolTV, the only live bilingual channel delivering 24/7 international soccer, which holds exclusive TV rights to Spain’s La Liga and ESPN have reached an agreement for Spanish and English-language multimedia rights to Spain’s La Liga in the U.S. through 2012. The two multimedia companies will now share coverage of one of the world’s most popular and most watched football leagues — Spain’s La Liga.

With this deal, GolTV and ESPN will give La Liga fans in the U.S. the ability to see an unprecedented number of games. Under the terms of the agreement, in addition to the 120 live games in English and Spanish that will be televised on GolTV, ESPN Deportes will provide exclusive Spanish-language coverage of more than 95 La Liga regular-season matches live. ESPN360.com – ESPN’s live sports broadband network – will stream at least 114 matches, including simulcast of all 95 ESPN Deportes matches live in English. ESPN2 will televise select matches and ESPN Mobile TV (on FLO TV and MobiTV) will also stream select games live to mobile devices. Additional coverage will include a highlights show on match days on ESPN Deportes, as well as re-air rights across ESPN Deportes and ESPN360.com.

ESPN Deportes and ESPN360.com will also have rights to Copa del Rey, Spain’s domestic cup tournament.

ESPNdeportes.com – the company’s Spanish-language Web site, and ESPNSoccernet – the leading soccer news and information site, will deliver complete coverage including highlights and news video, original reporting, columns, match previews, player profiles and real-time scores and data.

La Liga, the highest rated European soccer league on Spanish-language television in 2008 (based on Nielsen measurements) will debut on both networks in August 2009. Together the two multimedia companies will televise at least 234 regular season matches (120 on GolTV; 95 on ESPN Deportes; and 114 on ESPN360.com;). The networks will also televise the Copa del Rey. Together they will offer nearly 400 hours of La Liga programming.

La Liga’s 20 teams have made it the top UEFA competitions more than any other European league. Real Madrid and Barcelona are the club’s top two teams, winning 31 and 19 titles, respectively. Each week’s telecast on both networks are to be anchored by a news and information highlights show completely dedicated to covering all the news around La Liga.

“There is so much La Liga, and so much demand, we felt that for our fans and video distribution partners, the right answer was not to launch yet another exclusive channel, but to extend our programming rights across multiple networks – and there is no better partner for this endeavor than ESPN,” said Rodrigo Lombello, COO, GolTV. “No other European football league can match La Liga in attracting large audiences on Spanish-language television.”

“La Liga is arguably the most prestigious European soccer league in the world,” said Lino Garcia, general manager, ESPN Deportes. “We’re thrilled to work with GolTV to showcase La Liga on ESPN for the first time to soccer fans in the U.S. With the pending addition of Cristiano Ronaldo and Kaka, the timing is great to include this great property to the ESPN Deportes line-up, as it is the most exciting soccer league in the world today.”

“La Liga features the biggest soccer stars in the world and its non-stop action is unmatched. These teams, including Real Madrid and Barcelona, deliver GolTV’s highest-rated games, and now by partnering with ESPN we will now serve all La Liga fans wherever they are, and on whatever channel they prefer to watch the game,” said Enzo Francescoli, founder and CEO of GolTV. “Because fans come first, we knew that making more of La Liga available across ESPN’s premiere multimedia platforms makes everyone a winner in this game. We couldn’t be more pleased to have this new relationship with ESPN.”

“At a time when Spanish teams are investing in the best soccer talent in the world, we are thrilled that through GolTV and ESPN La Liga will have the exposure and reach of such a large and significant audience,” said Roger Huguet CEO of Imagina US who represents La Liga’s broadcasting rights in the United States.

GolTV currently offers live and premiere coverage of the 2009 La Liga season, as well as the weekly program Ole! La Liga, which showcases top highlights from the Spanish league and airs on Mondays at 7:30 p.m. ET. For a complete programming schedule, please visit www.goltv.tv.

With this agreement, ESPN Deportes will now have a consistent block of live soccer on weekends – Mexican First Division, MLS, Dutch First Division and South American World Cup Qualifying. Each week ESPN Deportes will televise more than 16 hours of live soccer and 7 hours of news and information.

In the past year, ESPN360.com has delivered more than 800 live soccer matches online. La Liga joins a lineup of other top global soccer on ESPN360.com including World Cup events and qualifiers, Football League (UK), Carling Cup (UK), Italian Serie A, Portuguese Liga Sagres, MLS, US National team, Confederations Cup and more.
Source: ESPN Deportes

Growth in Hispanic purchasing power

06/17/2009/in Marketing/by Target Latino

Reaching Hispanics

The growth in Hispanic purchasing power between ’00 and ’07 was 80% greater than that of non-Hispanics. It’s a growing list of drool-worthy stats like those that have an increasing number of marketers honing in on the group.

Eclipse Marketing just launched a Hispanic Marketing Division specifically to assist cable ops and program nets. Leading the group is MTVN/Univision vet Karen Habib. Univision teamed with Experian Simmons for extensive data on Latinos to present to advertisers.

What Univision and Experian Simmons found is that while many American consumers are feeling glum about the economy and reining in spending, Hispanics are more optimistic. 29% are more positive about the US economy in the coming 12 months (vs 21% non-Hispanic), 34% are optimistic about their finances in the coming year (vs 25% non-Hispanic); and the Hispanic average consumer confidence rating is 11% higher than non-Hispanics, and has remained constant since ’05, while the non-Hispanic rating has declined.

So why the disparity? Chalk some of it up to less plastic (thus less debt burden). Hispanics are 44% more likely to use cash to pay bills than non-Hispanics. There’s also less stress about potential home foreclosures as the group is almost twice as likely to rent their home as non-Hispanics (44% vs 23%). Following the economic meltdown, Hispanics have rebounded stronger. And many are now looking to buy a new home, or their first home. Experian found that following the economic crash, 7% of Hispanics still plan on buying a home in the next 12 months. Only 3% of their non-Hispanic counterparts said the same.

A few other findings to keep in mind as companies approach advertisers:
· Hispanics are consistently more frequent shoppers than non-Hispanics (34% vs 29%)

· Twice as many Hispanics are willing to pay for branded prescriptions as non-Hispanics (31% vs 15%)

· Hispanics are 38% more likely to buy from an advertiser than non-Hispanics

Source: Amy Maclean – http://www.cable360.net/cfp/just_in/Reaching-Hispanics_36124.html

Census workers strive to improve dialogue with Hispanics

06/16/2009/in Hispanic Culture/by Target Latino

CHARLOTTE — Preparations are under way for the 2010 Census, but a lingering fear in the Hispanic community could mean that not everyone gets counted.

“One of the biggest challenges for us is the fear that people may have of filling out the census form,” explained Angeles Ortega-Moore, a partnership specialist with the Census Bureau.

Ortega-Moore says Latinos are reluctant to participate because they are not sure where their information is sent once they fill out the forms and what it will then be used for. She’s been working with churches, schools and community organizations to try to ease the concern.

Tony Jones, of the U.S. Census Bureau, says information collected will never be used for anything but census purposes, and that refusing to fill out the form could be detrimental to the community as a whole.

“The information is used to provide for new roads, infrastructure, schools, hospitals, libraries,” listed Tony Jones with the U.S. Census Bureau. “So this would be information that is vital for them and their participation is very, very important.”

Charlotte’s Hispanic population has nearly doubled since the last census, according to Ortega- Moore, and she hopes the count in 2010 will reflect that.

As part of its 10-10 in 2010 campaign, the Census Bureau says the process consists of 10 questions and only takes 10 minutes to complete.

Source: Johnell Johnson – http://www.news14.com/content/local_news/charlotte/610702/census-workers-strive-to-improve-dialogue-with-hispanics/Default.aspx Census workers strive to improve dialogue with Hispanics

Will we have a National Museum of the American Latino?

06/23/2009/in Hispanic Culture/by Target Latino

VARCom President Named to Commission to Study the Creation of a National Museum of the American Latino

VARCom Solutions announces that its President, Raul Danny Vargas, a recognized Northern Virginia business leader, was nominated to serve on a commission to study the creation of a National Museum of the American Latino.

Signed into law by President Bush on May 8, 2008 as part of the Consolidated Natural Resources Act of 2008, the 23-member Commission will study the potential creation of a National Museum of American Latino Heritage inWashington, D.C. and will provide a report back to Congress detailing its recommendations (including a fund-raising plan).

House Minority Leader John Boehner recently appointed Mr. Vargas at the urging of Congressman Wolf, who emphasized Vargas’ contributions to the business community and his service to the region and the country.

“I was very proud to nominate Danny for this important commission,” said Wolf. He added, “I have no doubt that he will serve with distinction and will continue to be a positive role model not only for Hispanics but for all Americans who aspire to overcome adversity, achieve success and give back to their communities.”

“It is truly an honor to serve as a commissioner on this important initiative, and I so appreciate the support from Congressman Wolf and Leader Boehner,” stated Vargas. “Hispanics have played a pivotal role in America’s history going back to the voyages of Columbus. It is my hope that this museum will serve to highlight these contribution and to provide Hispanic youth with a perspective on what they can strive to achieve.”

Members of the commission are appointed by the White House, Senate Majority and Minority Leaders, the Speaker of the House, and the House Minority Leader. Mr. Vargas will serve on the commission along with other prominent Hispanics from across the country, including actress and philanthropist, Eva Longoria Parker.

Elianne Ramos is the principal and CEO of Speak Hispanic Communications and vice-chair of Communications and PR for LATISM.

Why Marketers Should Care About Reaching Latina Bloggers

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Each Network Will Offer Exclusive Spanish and English-language Multiplatform Coverage of Spain’s La Liga

Reaching Hispanics

VARCom President Named to Commission to Study the Creation of a National Museum of the American Latino

Each Network Will Offer Exclusive Spanish and English-language Multiplatform Coverage of Spain’s La Liga

Reaching Hispanics

VARCom President Named to Commission to Study the Creation of a National Museum of the American Latino

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