Telemundo Washington, D.C., is now available on Verizon FiOS TV in high definition for customers in the Washington metropolitan area. Telemundo Washington was the first Spanish-language television station in the nation’s capital to deliver local news in HD.
Telemundo HD can be found on FiOS TV Channel 520 except in Anne Arundel and Howard counties, where it is on Channel 521. Telemundo is already available in standard definition on FiOS TV Channel 20, and on Channel 21 in Anne Arundel and Howard counties.
“We are extremely excited to continue our growth within the Washington, D.C., metro area,” said Nicole Quiroga, station manager of Telemundo Washington. “Thanks to Verizon FiOS, WZDC is able to reach more homes with our innovative and quality local and network programming.”

Michelle Webb, director of content acquisition and programming for Verizon, said: “FiOS TV strives to offer authentic, high-quality programming, including leading Spanish-language channels like Telemundo. We are thrilled to be able to add Telemundo’s HD channel to our lineup for our customers in the Washington, D.C., market, and we are certain that many will take advantage of all of the programming that Telemundo has to offer.”
The station recently expanded its news studios with a state-of-the-art facility, and “Telenoticias Washington,” Telemundo Washington, D.C.’s local news, is celebrating its 10th anniversary this spring. Some of the Telemundo HD programming that FiOS TV customers in the Washington metro area will enjoy includes:

“Telenoticias Washington”– Widely recognized as “La Voz de la Comunidad” (The Voice of the Community), this program continues to be the preferred choice for the Hispanic community in the D.C. metropolitan area, airing Monday through Friday at 6 p.m. and 11 p.m.
Primetime Lineup — Telemundo broadcasts and produces original content in HD, including the new novela “Corazon Valiente,” which premiered March 6, at 9 p.m. “Una Maid en Manhattan” airs at 8 p.m. and “Relaciones Peligrosas” at 10 p.m.
Sports — Telemundo is the home of the 2012 Mexican League Soccer and the CONCACAF Olympic Qualifying Tournament, which takes place March 23 through April 2.
Viewer Favorites — The dating game show “12 Corazones” airs at 2 p.m., the court show “Caso Cerrado” at 4 p.m. and Telemundo’s news magazine, “Al Rojo Vivo,” at 5 p.m.
WZDC HD joins FiOS TV’s broad collection of programming, which offers more than 540 all-digital channels, including more than 140 HD channels and 35,000 monthly video-on-demand titles. Verizon also features a robust Spanish-language offering with FiOS TV’s La Conexion and Spanish Language packages, which feature more than 41 of the most popular Spanish-language channels.

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The numbers from the U.S. Census dazzle.  One out of six residents of America is Hispanic. Over the past decade this group grew 43%.  By 2014, its purchasing power will reach more than $1.5 trillion.  Mmmmm, if you think about it they will eventually constitute the 10th largest economy in the world.  This should be a gold mine for marketers.  But, it isn’t, at least not yet.  Investors have to be cautious about companies gushing about the potential.  That might all it turns out to be – potential.

Who’s Tapping Into the Surging Hispanic Market?

The reality is that the Hispanic market is a tough nut to crack, at least for outsiders, that is those who aren’t Hispanic.  Too many marketers made that same wrong assumption in pitching the over-50 audience, which is really at least three very different segments. In addition, each generation of Hispanics brings its own changes, including in language abilities, preferences, and nuance.  As we know, a generational shift in our digital fast time can happen every few years or even sooner.

Trade publication MOBILE DEMYSTIFIED points out that Verizon (NYSEVZ) Wireless hit a homerun with an ad during the Copa America.  It is written in “Spanglish,” a mash-up of Spanish and English. Verizon has been close enough to the customer to get this idiomatic way of speaking down cold.  Maybe that has plenty to do with why Verizon is the leader in wireless and can charge the highest fees.  Its stock price at 39 is very near the 52-week high.

As for Hispanic values, they’re as many-layered as they are with any group. The innate diversity of just about any culture becomes clear when someone is paying attention to what’s really going on in the culture, which is actually loosely connected clusters of subcultures.  Therefore, pitching to the supposed dominance of the family in Hispanic life could be off the money with large parts of the poulation. That’s because more and more are consumed business owners, including the women.

According to HispanTelligence, in the next six years, Hispanic-owned businesses in the US are expected to grow almost 42% to 4.3 million with total revenues of $539 billion. Being an entrepreneur pulls in the emotions and economic survival of many others. Therefore, marketers have to tap into the broad-based drive to make it in America.

So, how can companies understand this multi-faceted Hispanic market? One approach has been to become an insider.  Here are some examples of that:

Providing Opportunity

Way back when IBM (NYSE: IBM) was expanding its reach around the world it developed a new model.  It knew that to succeed it had to become an insider.  It did that by creating economic opportunity for the natives of the nations in which it was establishing businesses.  Not only did IBM provide good jobs but it also developed the residents for positions of top leadership.  Eventually, the country manager was a native.  An added goody was that the IBM brand became the symbol of global good corporate citizenship.  AT&T (NYSE:T) is mirroring that pattern, only domestically. About 12% of its workforce is Hispanic, with a number reaching the top such as Chief Executive Officer and President of its Mobility and Consumer Markets Ralph de la Vega.  Almost 19% of its purchases are from minority vendors.

Finding the Right Dance Partner  

There’s the age-old business question whether to grow a business internally or graft on another company’s successful enterprise. Investors recognize how critical this decision is, always questioning what would be cheaper and quicker with the best odds for success. DISH Network (NASDAQ: DISH), the third largest pay-TV provider, has decided to go the second way – joining forces with a proven entity in the Hispanic space. Why reinvent the wheel?  It has entered a multi-year agreement with Univision Communications, the leader in Hispanic America media.  Together the two are launching new networks for sports, soap operas (popularity of “Downton Abbey” showed that genre isn’t dead), news including from Mexico and Latin America, and entertainment. Since many alliances come undone, this is one investors will be monitoriing for cracks.  Rumor has it that AOL’s acquisition of Huffington Post isn’t going so hot, not in spirit and not in profits.

Being There To Help 

image from White House website

Help, as every businessperson knows, is a two-way street.  Doing good often is the platform for doing well.  Members of the Fortune 500 such as JP Morgan Chase(NYSE: JPM) have partnered with the U.S. Hispanic Chamber of Commerce (USHCC) to be there with resources, ranging from know-how to networks.  For example, JP Morgan Chase’s Vice President of the Office of Corporate Responsibility Peter R. Villegas chairs USHCC’s Senior Executive Corporate Advisory Board.  That group, as its name indicates, advises the USHCC on business and policy issues which could impact Hispanic entrepreneurs.  One of USHCC’s missions is to increase vendor contracts with corporations and government.  Another is to encourage Hispanic youth to develop an entrepreneurial mindset.

The first challenge is for the outsider to get inside.  Next comes the ongoing need to keep creating value.  That’s what investors should keep their eye on when predicting the company’s profits from the Hispanic market.

Read More: The Motley Fool

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Verizon (NYSE: VZ) has turned up the pressure on its hunt for a piece of the fast-growing U.S. Hispanic audience, adding Spanish-language movie channel Cine Estelar to its FiOS TV lineup. The deal for the channel expands the FiOS TV Spanish-language offering to more than 175 of the most popular channels available.

The addition of Cine Estelar specifically targets the growing Mexican population in the United States, Verizon said. Cine Estelar, along with Cine Nostalgia, which FiOS added last November, is part of FiOS TV’s La Conexion package–which is now available in all FiOS TV markets.

“New additions to the FiOS TV channel lineup like Cine Estelar help to deliver even more value to our Spanish-language packages, providing consumers with one of the most robust offerings in the market today,” said Michelle Webb, director of content strategy and acquisition for Verizon.

Cine Estelar, a 24-hour-a-day, color movie channel, features box office hits from the Mexican film industry from the ‘60s to date, with 260 premieres a year, 12 different titles every day and 5 new releases each week. Between it and Cine Nostalgia offer more than 3,000 exclusive titles, the largest library of Mexican movies in the world, and a significant feather in Verizon’s cap.
Verizon, of course, isn’t alone in the chase. Pay-TV providers, over-the-top sites Hulu and Netflix, device manufacturers Boxee and Roku, and a swarm of content providers have steadily been increasing their plays to the Hispanic audience.

And, it makes sense. The Hispanic population was the fastest growing segment of the U.S. population during the past decade, accounting for more than half of U.S. population growth between 2000 and 2010, according to the Census Bureau.

It’s grown more than 43 percent to 50.5 million in 2010, and now accounts for nearly one in four people under 18, the Census Bureau reports.

Hulu scored a coup with Univision, for example, in October. It signed the top-five network to a multi-year deal that included hundreds of hours of Spanish-language novelas, variety shows, comedies and reality series from the Univision family of networks to run on Hulu and Hulu Plus.

“We’re really excited about working with Univision to serve the broad Hispanic audience in the U.S., enabling our advertisers to connect with a young, very fast growing part of the population who haven’t yet been able to access a substantial offering of culturally relevant premium Spanish language content online,” said Andy Forssell, SVP of Content Acquisition for Hulu, at the time.

The deal infused Hulu with content and created a new advertising vehicle at the same time.

“The demand for Univision’s content is tremendous and this will be the first time our most popular programming will be available on the Internet,” said Tonia O’Connor, president of distribution sales & marketing at Univision Communications.

Univision Communications’ assets include Univision Network, the most-watched Spanish-language broadcast television network in the country reaching 97 percent of U.S. Hispanic households, as well as an array of other programmers.

Hulu also signed a deal in December with 11 additional Spanish-language content partners for its Hulu Latino programming service. Content from Hulu’s new partners– Azteca America, Butaca, Caracol Televisión, Comarex, Estrella TV, Imagina US, Laguna Productions, Maya Entertainment, RCTV, Todobebe and Venevision–will start appearing on Hulu and Hulu Plus this year.

AT&T (NYSE: T) since August has offered a multiview option for its Paquete Español offering that allows users to chose from 53 channels, and to watch up to four at once. The programming was the second Spanish-language app made available on U-verse TV.

Time Warner Cable (NYSE: TWC) in November added 37 Spanish-language channels to its app for Apple (Nasdaq: AAPL)’s iPad; Cablevision (NYSE: CVC) in October launched a package that contains 45 Spanish-language channels and more content from Puerto Rico, Cuba and Peru; and YouTube rolled out programming targeting Hispanics with the November launch of three of its first 100-plus promised original channels.
But it’s not just the growth of the Hispanic population that has service providers drooling; it’s the fact, as one recent study points out, that the Hispanic middle class has grown by 80 percent over that past 20 years. Discretionary income among Latinos has almost doubled in the past decade alone to some $72 billion dollars, according to a report from the Tomás Rivera Policy Institute.

That’s a heck of a potential audience for advertisers, especially in a time of increasing viewer fragmentation.

“On average a Spanish channel line-up in any pay-TV platform is of 35 to 45 Spanish channels, and Cine Estelar consistently ranked every week of last year as the No. 1 channel right after main TV networks Univision, Telemundo, Telefutura and Galavision; and Cine Nostalgia ranked among the top 10 Spanish channels,” said Carlos Vasallo, president and CEO of Cine Nostalgia and Cine Estelar. “U.S. Hispanics have direct access to his movie library thanks to multichannel operators Verizon and DirecTV and the distribution continues growing.”

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