In the session Whos Watching What Programming, and Where Are They Watching?, Daniel Rodríguez, co-executive VP, Endemol Shine Latino, presented a chart showing that nine out of the 10 main open broadcast TV programs for the demographic 18-49 year-old Hispanics are in Spanish and only one -a sports event- is in English. He stated that the opposite occurs in pay TV, and that the most-watched program is The Walking Dead. For his part Javier García, VP and general manager for Multicultural Services at Comcast Cable, said that one out of every three consumers they deal with is multicultural. Bilai Joa Silar, senior VP Programming & Production, NBC Universo, expressed that in order to monetize their content they needed better measurements than the ones offered by Nielsen.The panelistas were consulted on their forecasts for the next five years. García from Comcast said there would be no discussions on Spanish vs English, but about good content (he said 80% of their users are bicultural); Silar expressed that there would be a better experience for the TV viewer with richer contents; whereas Michelle Webb, executive director, Content Acquisition & Strategy, GM & CEO for the FiOS1 Local Channels, Verizon Communications, emphasized that they expect more respect for the Hispanic audience and that Hispanics will be key influencers. Rodríguez said that in the future more programs will be produced in the US for Hispanics in that country.
