Michael García, director ejecutivo creativo de Televisa USA
During the panel Content For A Diverse Hispanic Audience, held at the 12th Annual Hispanic TV Summit in New York, Michael García, Chief Creative Officer of Televisa USA, said that to be an important player in U.S. Hispanic TV, one has to address the audience both in Spanish and English.Linda Ong, president of TruthCo, who was also part of the panel, said that for the Hispanic in the U.S., content is bicultural and digital.From the point of view of the story, people want to know that their lives are important. I believe we need to build stories and characters whose environments and situations are similar to those experienced by Hispanics everyday, said García.Other panelists included Aymeric Genty, CEO of Alterna´TV; Aldo Di Felice, president of TLN Telelatino Network; and Bilai Joa Silar, VP of Content of Discovery U.S. Hispanic Networks.When asked about which element must be present in content for Hispanics, Silar said it has to be authentic and represent real characters. Genty said the easiest way of presenting relevant content to Hispanics is through sports. He added that there are sports absent from the media that are of interest to Hispanics.In regards to how accurate Nielsen measurements of Hispanic audiences were, Ong said they are not precise because todays industry is different, its about psychographics and not demographics.
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