Like the rest of the Spanish-language media, Discovery U.S. Hispanic is aiming to ride the wave of heightened interest in its programming demographic all the way to the bank. Along with Univision and Telemundo, the American Hispanic arm of Discovery Communications picked Tuesday to roll out its new programming and woo ad buyers, never mind ESPN or ABC (which also had upfronts on Tuesday).
Discovery en Espanol, the division's flagship channel, will have redubs of existing Discovery series including North America and Earthflight, but it will also feature original series, including a second season of future-focused show 2111 and new series Batalla de Ingenios, Hard Kicks, and Vivir para Contarlo.
"Our content…travels really well," Ivan Bargueiras, general manager of Discovery U.S. Hispanic, told Adweek. The company, he said, has resources that give it an edge. "We can do double-shoots, we can do things for US Hispanic, because we have the scale, that some competitors may not have."
More specifically, Bargueiras said that Discovery's U.S. Hispanic advertising unit (which was focused on Latin America) had developed new operations into the U.S., expanding its "solutions team" in Miami on the strength of the unit's performance in other countries. "We expanded it, leveraging the success we'd had in Latin America. The heads of that team are all U.S. Hispanic," he said.
Bargueiras was also happy to report that the parent company was putting more capital into the division. "The idea is that there's a lot of momentum," he said, "that everyone understands the new investment, the further investment that our organization is placing on this segment. We are very aware of the importance of U.S. Hispanics and we're applying more resources."
The executive also said he anticipated "zero correlation between us and what's happening in the market," as far as the expectations around the overall upfront season (which is expected to be flat or even slightly down) are concerned.