As part of MLB’s overall effort to recruit the younger Hispanic demographic, both ESPN and Fox have stepped up programming and marketing around their respective Spanish-language channel coverage. ESPN Deportes GM Lino Garcia said the net this season will increase its social media activity to continue a trend of rising viewership among young fans. ESPN Deportes in ’14 saw ratings up 33% for its “Sunday Night Baseball” telecasts among adults 18-34. Garcia: “It’s an important thing for us to see the younger demos being engaged, especially given that baseball in general has been skewing older and older.” The net also has added former MLBers Vinny Castilla and Alex Cora as studio analysts for “Beisbol Esta Noche” -- the Spanish version of “Baseball Tonight.” Garcia said of Castilla, “He’s one of the most-recognized Mexican baseball players and arguably the best. He’s a person who helps us connect with baseball fans in general and Mexican baseball fans in particular.”
THE TASK OF ZORRO: Fox Deportes last week started running a 30-second TV promo featuring a Joe Buck voiceover and Spanish words flashing across the screen in anticipation of its 26 games this season, including an Opening Day doubleheader. Duaner Sanchez and Pablo Alsina are returning to the broadcast booth alongside a third yet-to-be-named broadcaster, as Jose Tolentino will not return. Exec VP & GM Carlos Sanchez noted Fox Deportes for the first time will feature an active MLBer for “Futuros y Leyendas,” a 30-minute pre-taped show that airs each month and gives fans a behind-the-scenes look into an athlete’s life. Sanchez: “It gives us the opportunity to highlight the accomplishments of Latino athletes, hopefully motivating the youth that are watching to pursue their own dreams.” The net also has been cycling through 60-second vignettes every few weeks to celebrate Hispanic heritage. A new vignette is in the works, which also will feature an active MLBer for the first time.
