Cynthia Hudson
The campaign Aquí Estamos, launched by CNN en Español during this health crisis, has two objectives: on one hand, to show the signal´s commitment with its audience, offering truthful information and, on the other, being supportive, “showing that we are and will be with the audience in crucial moments,” emphasizes Cynthia Hudson, SVP and General Director of CNN en Español and Hispanic Strategy for CNN/US.
Hudson is motivated by knowing that the audience has turned to follow the signal. “The last two months have been recorded for CNNE, not only in linear but in digital: almost 50 million unique users per month, 123 million video starts. The numbers are overwhelming”.
In the US, DIRECTV and AT&T migrated CNNE to the basic plan. “Now, we have a much larger audience, some 22 million homes, many that for the first time are interacting with the channel” he stated.
He highlighted that at this juncture, they have restructured the work mechanisms, integrating more multiplatform content such as Facebook Live and podcasts; and working from home. Another twist has been opinion leadership. He mentioned that the podcast of the medicine correspondent in Washington, Dr. Elmer Huertas, is followed by a million people per week.
They have an agreement with DIRECTV to place Dra. Marisa Azaret´s program on their OnDIRECTV channel in LatAm and with Sesame Street for the children´s program on coronavirus in Spanish and English.
“It is the moment to analyze how production is done, what is produced, how our audiences interact, strategies for the future. I think CNN is an essential channel for Latin America. At an industry level, anyone who is in this media and is not seeing how to adjust its production system for the future, understand that you must be on multiplatform, is lost”, he ended.
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