Terra Targets U.S. for First English-Language Launch

Spanish Portal Hopes to Expand Market With More English Content

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NEW YORK (AdAge.com) -- Eyeing U.S. expansion beyond the Hispanic market, Spanish portal Terra is starting to add English on its Spanish-language site and has picked the U.S. as the first market for the launch of an English-language social-video bookmarking site called Kazivu.
Coming soon: Terra is beta testing a social-networking site for the U.S. that lets users share videos from around the net and create their own channels.
Coming soon: Terra is beta testing a social-networking site for the U.S. that lets users share videos from around the net and create their own channels.

"We've started to draw a new strategic plan for the U.S. domestic market, and our content is becoming more English-language," said Fernando Madeira, CEO of Terra Latin America.

Terra is an unusual company. Publicly quoted until the first internet boom collapsed, Terra is now a unit of Spain's huge phone company group Telefonica. Terra operates in Spain, throughout Latin America and the U.S. Hispanic market. Mr. Madeira's CEO title for Latin America, in fact, includes the entire world outside Spain. He is based in his native Brazil, currently Terra's biggest market.

Terra has 58 million unique visitors a month, about 60% of them from Brazil, with U.S. Hispanic the No. 2 market. Mr. Madeira said online ad sales for Latin America (in which it includes U.S. Hispanic), were more than $100 million last year and are forecast to grow by 45% in 2008.

Terra has added an English button to its U.S. Hispanic site and is gradually adding English-language versions of sections like music and news.

Separately, Terra is beta testing Kazivu, a social-networking site that lets users share videos from around the net and create their own channels. Kazivu will start in the U.S.

"As people use and watch videos, the problem is how to aggregate and find and promote them," Mr. Madeira said. "Longer-term, we'll launch two more verticals like Kazivu by the end of 2008, and probably two or three more in 2009. Our Terra portal will be the backbone, and we'll put more and more English content, and those vertical sites, inside our own portal."
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