U.S. HISPANIC Versión en español
Vme focused on a more digital strategy to expand audiences
Maribel Ramos-Weiner| 2 de octubre de 2024
Doris Vogelmann, VP of Programming and Operations, V-ME Media
Over the years, the programs that have gained the most popularity on Vme’s screen are the natural history documentaries under the Planeta Feroz anthology. “Among the investigative programs, the most popular titles are current productions like Contra Reloj and some older ones like The FBI Files. In terms of dramas, Don Matteo has been one of the surprises we’ve had on air,” says Doris Vogelmann, VP of Programming and Operations at V-ME Media.
Regarding new content soon to be on the screen, Vogelmann highlights that they continue working on securing the best productions worldwide, bringing relevant topics with the quality their viewers are used to. “We know the Latino community is interested in sports. That’s why we’ve closed deals for two productions focused on athletes: Los Íconos and Los Mejores de Todos los Tiempos. We’ll also premiere Unsolved Murders, an investigative series that promises to be another hit in our investigation block. In the drama block, we will continue with the premieres of Borgen and, in our originals, continue releasing episodes of Factores Económicos and Vivir Vale la Pena,” she mentioned.
FACTORES ECONÓMICOS
When asked about the new original production Factores Económicos, which debuted a month ago, she commented: “At Vme, we believe in the responsibility we have to our viewers and the Latino community. We know that financial education is something our community is concerned about, which is why we developed Factores Económicos, a program designed to educate and inform viewers on economic topics and how they affect us directly,” she said.
Factores Económicos
DIGITAL STRATEGY
For Vogelmann, attracting viewers willing to pay for satellite and cable services has been a major challenge. “With the proliferation of services offering content either as video-on-demand – whether subscription-based or ad-supported – or through FAST channels, consumers hold the decision-making power, as it’s up to them how they want to consume content and how much they want to pay for it,” she noted.
Vme remains a linear channel available via cable, with a significant promotional component on its YouTube channel. The executive explained that the content offered there is limited to short pieces serving as vehicles to promote programs, aiming to bring consumers from digital content to the linear channel. “Regarding streaming, we’ve just confirmed an agreement with Charter Spectrum where Vme will be part of their new Latino TV Stream package,” she added.
She pointed out that no new distribution deals have been signed at the moment, but negotiations to achieve broader coverage never stop. “Right now, we’re focused on strengthening our YouTube channel offering across the U.S. and Latin America,” she said.
“Given the current situation of cable and satellite distributors and their subscriber losses, increasing audience reach has shifted towards a more digital strategy. While the digital component we’re implementing complements the on-screen offering, we’re looking to reach potential viewers and community members who can benefit from the content we offer, whether in capsules or full-length,” Vogelmann explained.
HISPANIC HERITAGE
To celebrate Hispanic Heritage Month, Vme is preparing small digital videos for both Vme TV and Vme Kids about the importance of Hispanic culture, featuring the channel’s artists, each discussing the significance of their roots.
They will also publish blogs and articles about history, traditional recipes, music, and festivities on their websites. “Additionally, we highlight Hispanic heritage through the main banners on our websites. We’ll have activations, including a social media giveaway where the public can win products or experiences related to Hispanic culture. Also, through a partnership with the digital press outlet Peekaboo, we will publish a special article celebrating Hispanic heritage and collaborate with Hispanic Star to share digital images with messages relevant to Hispanics in the USA, possibly including a children’s book series giveaway,” Vogelmann commented.
