U.S. HISPANIC
Mexicanal turns five with more distribution, original programming and new clients
Maribel Ramos-Weiner| 7 de septiembre de 2010
Maruchi Urquiaga and Luis Torres-Bohl of Castalia celebrating Mexicanals fifth anniversary
(Maribel Ramos-Weiner). Mexicanal reached its fifth year operating in the U.S. Hispanic market. It is present in four million Latin homes through pay-TV systems such as DirecTV and Comcast, and on free-TV, in markets like Los Angeles, Dallas, San Antonio, Las Vegas, Hallinger, Oklahoma City, Yakuma, Tucson, Idaho, and San Diego.Luis Torres-Bohl, President of Castalia Communications and owner of Mexicanal, said to PRODU: One of the most important milestones of these five years has been our entry into the Los Angeles market through the agreement with KBEH Channel 63.3. It allowed us to reach the most important Hispanic market to us in terms of the number of viewers of Mexican origin.Another important achievement for the channel has been the increase in original news and sports programming. We have between 15% and 20% original programming and we will continue to produce more, said Torres-Bohl. Additionally, Mexicanal has programming from 16 states in Mexico.The channel has also increased its value for agencies and advertisers, and has added new clients such as Ford, Walmart, Verizon, Farmers Insurance, ITI, and Inglés sin barreras. Mexicanal is also working closely with ratings agencies such as Simmons and Nielsen, to validate the channels relevance and that of its audience to advertisers and agencies.
