One of the current challenges Comcast is facing to better serve its subscribers in the Spanish-language market is increasing the total number of VOD hours available for both on TV and online.Roberto Pérez, Director of Hispanic Marketing of Comcast, said to PRODU that in late 2010, Comcast only offered 170 hours of VOD in Spanish and had just 11 providers of Hispanic content. In only three months, the number of VOD hours has more than tripled, to a total of 600 hours, and the company now deals with over 50 content providers. The goal is to reach 800 hours by the end of the year.Pérez said that Comcast already reached a total of 10 million VOD transactions, and since the launch of the platform, Hispanics have been the fastest growing segment.This creates some pressure among providers of Hispanic content because, in order to compete, bring in advertisers, and improve the companys reputation, they need to upgrade their technology and equipment, added Pérez.The executive points out that last year, 50% of the Hispanic content requested by subscribers was related to music. This year the trend will likely change because we have ordered more entertainment, childrens, and womens shows in short formats, he added. We also want to expand our online platform, where we reached over 600 hours of Hispanic content. Providers are revising their contracts. Just like they invested on VOD, they are now working to offer their content online, added Pérez.He also indicated that all network upgrades should be completed by the end of the year. The upgrade is currently at about 85% completion.
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