Víctor Cerda, senior vice president of Corporate Strategy, Vme TV
Vme TV, Hispanic TV network, which three years ago began a restructuring when it was purchased by the group under the leadership of the Venezuelan entrepreneur, Eligio Cedeño, currently reaches 70 million homes -80% of Hispanic homes-, relocated their headquarters in Miami and has made progress in the area of advertising sales.When asked about their Upfronts strategy, Víctor Cerda, senior corporate strategy VP told PRODU: Our strategy is to make individual contacts through our Advertising Sales, which has already been establishing communication directly with agencies and clients. This is our Upfront, the personal touch. In the future, maybe after we grow a bit more, we will go back to holding traditional Upfronts.In the last three years, as well as changes in management, headquarters and expansion in distribution via pay TV, Vme TV has made great investments in programming and equipment. Our goal continues to be to offer programming that is inspiring, educational, intelligent, and whats most important, that reflects what we Latins are: good people, professional, we are much more than what was represented in the media. Cerda also emphasized that they are the only Hispanic network in the US whose owners are 100% Latin.As for original productions, he said that this year they will resume some projects and also bring more wildlife programming in Spanish. They also closed a deal with the TED initiative of the public TV PBS in the US.
