Hispanic TV: Where Latino Voices Matter Most!

September 21-24

This year’s theme is “Hispanic TV: Where Latino voices Matter Most” which is particularly
appropriate given current events and the upcoming Presidential elections in the U.S.

The program on Monday, September 21 features the presentation of the Annual Hispanic Television & Video Awards which remain the highlight of the event, where leading executives, companies, organizations and on-air celebrities are honored. A new award will be introduced this year in honor of the late Rafael Eli,  co-producer of this event since its inception. The Rafael Eli awards will acknowledge individuals or organizations who were pioneers of Hispanic TV and helped to build and sustain the business.

Tuesday 22 to Thursday 24 will include keynote interviews, presentations, and panel discussions with leading executives. The topics will address media and advertising sales, brand marketing, Hispanic audience metrics and data, new programming (with a focus on election coverage and news), audience promotion, subscription marketing and content distribution.

This year’s summit celebrates Hispanic TV as the place where Latino voices matter most – where Latino viewers see and hear themselves. From sports to game shows and talent competitions, to the election campaign coverage – Hispanic TV provides Latino voices with a bigger platform greater than ever before.

 

AGENDA 

Monday, September 21, 2020
12:00 PM - 1:30 PM (EDT)

Annual Hispanic Television & Video Awards Ceremony

>> View the 2020 Award Recipients

Program Hosts: 

Tuesday, September 22, 2020
12:00 PM - 12:30 PM (EDT)

State of The Industry Address: How Hispanic TV Is Raising Our Latino Voices

This charge to the industry is delivered by a leader in the community and provides a very real perspective for the impact that video content intended for Hispanic TV and video audiences is having in today’s Latino communities.

12:30 PM - 1:00 PM (EDT)

Keynote – How Hispanic Media Delivers The Hispanic Message

A leading media buyer shares a perspective on the current market and the role that media placed on Hispanic video is having in influencing, informing and entertaining the Latino community.

1:00 PM - 1:45 PM (EDT)

General Session – Audiences, Brands, and Budgets for Advertising

The session begins with a presentation of the VAB’s recent findings on Hispanic consumers. Then a panel of media buyers and sales executives discuss the overall challenges and opportunities for today's Hispanic marketer, especially related to the pandemic, the upcoming election and the absence of live sports.

Moderated by: Sean Cunningham - VAB
Sean Cunningham

 

Panelists: 

Wednesday, September 23, 2020
12:00 PM - 12:30 PM (EDT)

State of The Hispanic Audience Address: Listening to Latino Voices

The Latino voice will be heard in this election season like never, before. Hear about this anchor’s personal battle with racism, and how she works to engage the diversity within the Hispanic market. From the studio to the streets to the polls, discover how she is encouraging fellow journalists to provide a broader perspective in their stories and to be inclusive of all Latino races, and voices.

12:30 PM - 12:45 PM (EDT)

Culture Keynote: Learning To Engage Latinx Youth Culture

Learn more about the Latinx youth culture as a distinct segment within the Hispanic market.  Our presenter shares observations and impressions derived from qualitative studies that will help brands, marketers and programmers understand which cultural nuances, touch points, and tactics will best engage and influence today’s Latin-based and multicultural youth market.

 

12:45 PM - 1:15 PM (EDT)

Marketing Keynote Super Series: Serving Hispanic Audiences

Hispanic pay TV and connected TV subscribers are the viewers who comprise the essential core of the revenue side of the Hispanic TV business. Enjoy our two, back-to-back keynote conversation about programming affiliation, subscriber acquisition, dealing with COVID and a memorable promotion that attracted Latino viewers.

Conversation #1 

Interviewer: E.B. Moss - Moss Appeal
Interviewee: Marisol Martinez - Charter Communications

Conversation #2

Interviewer: Adriana Waterston - Horowitz Research
Interviewee: Luis Caballero - Cox Communications

1:15 PM - 1:45 PM (EDT)

General Session – Hispanic Audience Data and Metrics

This research professional shares measurement data, and findings collected from recent, proprietary quantitative research studies conducted among Hispanic audiences, that reveal shifts in patterns and average trends in viewer behavior. The presentation will also offer indicators that will assist in drawing predictions related to future TV viewership choices, platform options, and consumer purchase preferences.

Thursday, September 24, 2020
12:00 PM - 12:40 PM (EDT)

Programmer Super Session: What’s Next? Creating New Video Content For Hispanics

These executives from a programming leader, Discovery Networks, share strategies, and unique perspectives on the launch of a new programming network created especially for Hispanic viewers. The session includes a review of Discovery’s current efforts to attract viewers for the service and gain distribution across platforms.

Panelists: 

12:40 PM - 1:25 PM (EDT)

Production Super Session: Creating New Video Content For Hispanics

Two content producers engage in back-to-back, one-on-one chats about their individual approach to meeting the challenges presented when developing new video content for specific Hispanic segments. Learn more about programming development, new production, and distribution platforms in each of these intimate one-on-one interviews.

Conversation #1
Interviewer: R. Thomas Umstead - Multichannel News
Interviewee: Romina Rosado - NBCUniversal Telemundo Enterprises

Conversation #2
Interviewer: Chiqui Cartagena - The Conference Board
Interviewee: Alejandro Uribe - EXILE Content

1:25 PM - 1:55 PM (EDT)

General Session Content Distribution Relationships

This panel of programmers and providers discuss how the dynamic of their relationships have needed to change in order to adapt to shifts in the marketplace, and how they are moving forward together in the future.

Moderator: Mary Ann Halford - OC&C Strategy Consulting

Panelists: 

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