Hispanic cable upfront small but sports a boost

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Sports programming targeting Hispanics will receive a big kickoff from Fox Sports World Espanol, which is planning a number of new programs this year.

Executives at the cable network will spend much of May visiting Hispanic ad agencies, playing up the network's lineup of Latin American sports programming, says Tom Maney, VP-ad sales, New York.

The network currently reaches 1.8 million U.S. Hispanic households with its lineup of Caribbean baseball and Latin American soccer.


The mix of multinational sports programming from 17 regional countries reflects the diversity of the U.S. Hispanic market, Mr. Maney says.

Each property, ranging from World Cup soccer qualifying rounds, Caribbean World Series baseball or the signature extreme sports show, "Deporte Total," will have strong marketer promotional tie-in opportunities to reach the core 18-to-54-year-old bilingual male, he says.

The goal is to differentiate the network from the competition by delivering variety and efficient reach, he says.

Cable is tapping less than 4% of Hispanic TV ad budgets, Mr. Maney says. A strong upfront would near $4 million for his network; $10 million for all of Hispanic cable "would be a dream," Mr. Maney admits.

"We live in a niche within a niche. We're trying to bring flexibility and creativity to the marketplace."

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