Bicultural Programming for Bicultural People

Time Warner Cable: El Paquetazo

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NEW YORK (AdAge.com) -- As general-market agencies seek more Hispanic business, the growing focus on bicultural, bilingual Hispanics is opening up opportunities. Time Warner Cable picked Interpublic Group of Cos.' Gotham to handle the New York launch of the cable company's Latino-entertainment package after a five-agency pitch that included at least two Hispanic shops. Gotham doesn't handle any other Time Warner Cable business or any Hispanic accounts.

Time Warner Cable Paquetazo
The new cable package, called El Paquetazo, includes 140 Spanish and English channels. An ad campaign that broke at the end of May in New York uses quick cuts of Hispanics in New York City neighborhoods saying, "I am la mezcla" ("I am the mix") in a Spanish and English spot.

Gotham CEO Peter McGuinness said the agency's research indicated that the bilingual target audience lives in overlapping worlds. Asked about what kind of food they eat, for instance, 70% of respondents said American food and 70% said Latin food.

"We were toying with the notion of the best of both worlds," he said. "Then we realized they don't see the existence of two worlds. It's one world, and it's their world, and it's an overlapping mix. We came up with the idea of the mezcla -- enjoy the mix."

Time Warner has a more expensive DTV en Espanol package that includes all 250 English and Spanish channels. For El Paquetazo, the company consulted Nielsen about the most popular channels among bilingual, bicultural Hispanics and organized the package by theme -- sports, music, kids' programming -- rather than language, said Jeffrey Hirsch, regional president-residential services for the New York City region of Time Warner Cable.

Support will include sponsorship of an El Paquetazo float with salsa musician Jerry Rivera in the Puerto Rican Day parade on June 14, Mr. Hirsch said.

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