At Its Upfront, Azteca America Will Unveil a Competition Show That Integrates Brands

The network was acquired by HC2 Network Inc. in November

Azteca America will give its upfront presentation later today.
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This year, Azteca America, a U.S. Spanish-language broadcast TV network, will make its first upfront presentation under its new owners, after it was acquired in November by HC2 Network Inc.

The deal included 100 percent of the network and retained the same operational structure, said Manuel Abud, president and CEO of Azteca America.

“It really gives us an amazing opportunity to have this perfect combination with an owner,” Abud said.

Under the new owners, the network will debut a competition-style show, called Lights, Phone, Action!. In the competition, contestants will be tasked with creating video content using only their smartphones. The contestants will create videos for brands, such as commercials, interviews and show promos and it’s up to each brand to ultimately decide to use the work.

Some challenges might also include asking competitors to create content for Azteca for online and air promotion.

A panel of judges will give feedback on the work and contestants will be eliminated until a winner is selected to win a prize, which is yet to be determined.

“It really speaks to the notion of ‘how do we create custom content in a very authentic way?’ Authenticity is very important,” said Craig Geller, executive vice president of network sales and digital marketing.

“How do we take that journey of the brand inside this show and create one where the level of engagement is higher without disrupting the overall viewing pattern? How do we reduce the commercial load, but increase the brand’s awareness at the same time?” Geller continued. “I think we’ve got the magic sauce to do it.”

Nielsen is also expected to present updated findings to its “Latina 2.0 Study” at the presentation.

Among its findings, Nielsen found that 91 percent of Latinas own a smartphone, which is 10 percent higher than their non-Hispanic, white female counterparts. The study also found that 61 percent of Latinas agree that she would purchase from a brand that supports a cause she cares about, and 43 percent agree that she expects the brands she buys from to support social causes.


@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.