Cox adds new pay-TV programming targeting Hispanics

By Jim O'Neill on Aug 09 2016 at 7:15 AM
Cox adds new pay-TV programming targeting Hispanics

With Hispanic consumers gaining increasing attention from brands in the U.S., pay-TV operators have begun to scramble to get more content for their services. Atlanta-based Cox Communications is no exception, today announcing it had signed a deal to add Pasiones, a Spanish-language network that features telenovelas and drama series, and WAPA America, the cable network arm of the top broadcast network in Puerto Rico. Both networks are available on Cox’s Latino Pak video service.

Pasiones, which also is distributed across Latin America, is now available to Cox subscribers in Phoenix/Tucson, San Diego, Las Vegas, Orange County/Palos Verdes, Rhode Island, and Connecticut, among other markets. WAPA America ­–previously carried by Cox in Virginia, Connecticut, and Rhode Island – can now be seen in the Phoenix/Tucson, San Diego, Las Vegas, and Orange County/Palos Verdes markets.

Both networks are subsidiaries of Hemisphere Media Group.

Pasiones is the leading television destination for Hispanic women, and WAPA America is the only network that caters specifically to Caribbean Hispanics – the second-largest and fastest-growing Hispanic group in the country,” said Alan J. Sokol, President of Hemisphere. “We are confident that these additions will help drive new subscriptions.”

Launched in 2004, WAPA America has more than 75 hours per week of original news and entertainment programming from Puerto Rico’s highest-rated broadcast network. It features the Island’s top-rated comedy, talk, variety, and game shows, as well as exclusive rights to the Puerto Rican Basketball League (BSN, for its Spanish acronym), the most popular sports league on the Island.

Pasiones provides telenovelas and drama series in Spanish from Brazil, Colombia, Venezuela, Turkey, Mexico, Korea, and the U.S. It features a mix of first-run premieres and the most popular series from the world’s largest novela and content providers.

The addition of both content providers shows just how important it has become to appeal to the Hispanic market, one of the fastest growing demographics in the U.S.

Just last week, Cox added a streaming service targeting Hispanics to its roster, Glosi. That service, scheduled to launch later this month, has thousands of hours of exclusive content and original programming.

The $9.99/mo. SVOD service will carry a similar mix of content as Pasiones, including telenovelas, sports, reality television series, news programming, feature films and movies, video clips (both Spanish-dubbed versions of American films and imported films produced in Spanish-speaking countries) and entertainment news articles.

U.S. Hispanics increasingly are seen as power viewers. Hispanic make up just 17% of the overall population, but 21% are Millennials, and they’re the fastest growing demographic in the United States.

A Think Now Research study found 48% of Hispanic Millennials were regular bingers, watching three or more shows back to back. Even 32% of older Hispanics – aged 35-65—binged regularly.

Stay tuned.                                                             

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