ESPN Deportes, Other Hispanic Nets Ready For Upfronts
ESPN Deportes will make its upfront presentation May 14 under the theme of "ESPN Deportes Reloaded," as the net since last May has doubled its Hispanic penetration, now reaching over 4 million Hispanic homes," according to Laura Martinez of MULTICHANNEL NEWS. Net officials expect more than 400 attendees at the presentation, and a net rep said that this year's presentation will "be followed by a live, onsite telecast which will be aired on ESPN Deportes and ESPN2." ESPN Deportes GM Lino Garcia: "It's a brand new network." Meanwhile, Martinez reports Fox Sports En Espanol's upfront will be May 13 under the theme "The Reel Game," which "revolves around integrating the network's different properties and going beyond simply television." Fox Sports En Espanol Dir of Sales Tom Maney: "This is totally about integration." Maney added that the net's presentation "aims at showing advertisers the real value of cable television, which already has a penetration of 81% among Hispanic [HHs]." Maney: "I am going to give (advertisers) the ability to communicate with affluent men 18-49 at a cost that is much less than broadcast television." Martinez notes the net also is expected to "announce a new grass-roots marketing effort, which will comprise 10 Hispanic markets nationwide and a brand new alliance with a yet-to-be announced partner." Additionally, GolTV at its May 14 upfront presentation is "expected to present a few new properties and shows" (MULTICHANNEL NEWS, 4/28 issue).
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