TV Upfronts

Azteca America Looks to Connect With Hispanic Audience With New Tagline: 'We Are All United as One'

The network hopes to resonate with millions living in the U.S.

Mark your calendar for Mediaweek, October 29-30 in New York City. We’ll unpack the biggest shifts shaping the future of media—from tv to retail media to tech—and how marketers can prep to stay ahead. Register with early-bird rates before sale ends!

Azteca America, a U.S. Spanish-language broadcast TV network, unveiled a new tagline in an attempt to further connect with its Hispanic audience in America. Execs hope “Azteca Uno, Todo Somos Uno,” which means “We are All United as One,” will particularly resonate with the more than 50 million Hispanics living in the U.S.

In addition, the company is investing further in OTT. Called AztecaMás, America’s OTT platform will expand from just a smart TV app into an app for mobile users for their on-the-go audience.

“I am excited [about] our Azteca America broadcast network programming line-up, which combines the quality and consistency of returning series the audience has grown to know and love, and our approach to attracting a new audience with innovative shows, formats and technology platforms,” said Craig A. Geller, evp, HC2 Network Inc., in a  statement.

Last year, the network entered the upfront stage with new owners, HC2 Network Inc. At the time, it introduced a new slate of programming that included a new competition show, called Lights, Phone, Action!.

This year, the network is leaning into reality with a new reality game show La Fortaleza, competitive gaming show Game Center and tattooing docu-reality series Ritual.

The network is also launching a new partnership with beIN Sports USA to lead media sales for the company among its English and Spanish language TV channels, as well as beIN Sports Connect, the live streaming platform.

“It goes without saying that the incredible sports content and highly engaged viewers on the beIN Sports linear and digital channels offer advertisers unprecedented opportunities to speak directly to their passionate community in the language of sports,” Geller said in a statement.