Branded entertainment is vital for the future of Hispanic media. The investments in advertising are growing and new brands are beginning to get involved with the Hispanic market. For example, last year LATV and Wrigleys created and produced a series of programs directed at the Latino bilingual public that proved successful for the network and the client. It seems to me that we are in a competitive market, in which the networks and channels that have direct communication with the Hispanic market will have the leadership and ratings. The hardest challenge is to reach the Latino consumer, which changes every day as is assimilating into the American culture. The programming has to evolve with the consumer, and thats why LATV continues to be in the vanguard of this evolution. Providing complementing products has always been our strategy. As a company we have a great advantage over our competitors, presenting two products to the market: the television network, LATV Networks, which provides original, alternative and intelligent programming to a bilingual and bicultural public between the ages of 18 and 49; and American Latino Syndication, which distributed television programs weekly in English to more than 100 channels for the general market.
