ESPN Deportes is developing its first scripted TV show, which will be titled "El Diez" and will focus on a professional soccer player in Mexico City. The channel also is developing its own version of ESPN's "E:60," a Spanish-language sports newsmagazine show.
Spanish-language cable television and network cable were least affected by the dramatic drop in advertising revenue in the first quarter. While the entire market was down 12%, Spanish-language cable was off just 1.1% and national cable dropped only 2.7%.
Spanish-language channels Univision and Telemundo boast large numbers of loyal viewers -- with Univision holding special sway with the coveted 18-to-34 demographic -- yet they lag behind their English-language counterparts in appeal to major marketers. The channels hope to convince media buyers in this year's upfront that the payoff is there for marketers who create Spanish-language campaigns.
Broadcasting & Cable looks at five major factors likely to affect the burgeoning Hispanic TV market: the sale of Univision to a private-equity group; Nielsen's new ratings system for Spanish-language channels; a likely increase for spots on Spanish-language networks; marketers' increasing grasp of the nuances of the demographic; and the likely preeminence of just a few major players in the segment.