Friday, May 13, 2011
Discovery US Hispanic Takes Branded Entertainment “Beyond”
Miami, FL - May 12, 2011 - Today, Discovery US Hispanic announced that it is ramping up its offerings from their award-winning Discovery Solutions team with a number of new creative propositions for advertisers. This innovative group connects visionary brands with consumers through relevant long and short content on Discovery en Español and Discovery Familia. As part of Discovery Communications multi-network, multi-language and multi-platform approach, epic productions that air across Discovery US Hispanic and general market networks such as Discovery Channel, Animal Planet and Science will also be available to advertisers for integration and branded entertainment opportunities.
Led by Enrique Montoya, Vice President, Discovery Solutions and Discovery Creative Group, this arm of Discovery US Hispanic enables the successful fusion of content and commerce made possible through the team’s extensive creative agency background. Their primary mission is to amplify and distribute marketing messages targeting Hispanic audiences by providing advertisers access to the world of Discovery assets. This includes an impressive portfolio of original epic productions, customizable formats, digital offerings, marketing outreach and branded entertainment know-how.
"We are ready to unleash a very powerful set of branded entertainment opportunities for our advertisers this upfront. Discovery Solutions leverages many of our company's resources to serve advertisers extraordinary value that goes beyond our competitors’ conventional integrations," comments Victor Parada, Vice President, Discovery US Hispanic Advertising Sales.
Opportunities across Discovery’s portfolio of Spanish and English-language networks have already been embraced by advertisers such as General Motors, through interstitials that ran on both Planet Green and Discovery en Español as well as The U.S. Navy, with At Sea, a series that showcases the global role of the U.S. ships, aircraft, sailors and Marines, including Latino men and women, who risk their lives to protect and ensure peace on the open seas.
This series ran on both the Military Channel and Discovery en Español.
Premier brands, such as Levi’s, Sprint, American Airlines and T-Mobile, have already taken advantage of Discovery Solutions in the form of both integrated custom series and short form content. Currently in production, an insurance advertiser is being integrated into a US Hispanic extension of the format Maxed Out, on Discovery Familia. Premiering in fourth quarter, this program features a financially stressed Hispanic family as they get "tell-it-like-it-is" advice from a financial expert. Other branded entertainment productions in the pipeline for Discovery Familia include Style for a Steal and Money and The Menu. As for Discovery en Español, there are also a number of ambitious factual entertainment projects in the works including: Lockers and Fútbol via the Discovery Lens.
“Discovery Solutions is an idea factory, a creative laboratory, a production center. Last year alone, we successfully conceptualized and delivered over 450 Spanish-language branded entertainment deals focused on generating demand for our advertisers. It’s our track record, our pursuit of success and our commitment to collaborate with our advertisers and agency partners that will drive even more ambitious projects this coming year,” concluded Montoya.
About Discovery US. Hispanic
Discovery US Hispanic includes the Discovery en Español and Discovery Familia networks. Discovery en Español, providing Hispanic audiences with the best content from the portfolio of top networks from Discovery Communications, launched in 1998 as one of the first US Hispanic pay TV networks in response to the growing demand for Spanish-language programming in the United States. Today, Discovery en Español is the 2nd highest rated Hispanic pay –TV channel in prime time, distributed on 100 % of US. Hispanic digital tiers nationwide. Discovery Familia is the first US. network developed to attract the coveted audience of highly-engaged Hispanic moms and their preschool age children. Discovery Familia is on track to reach 4 million Hispanic TV homes in 2011.
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