Discovery U.S. Hispanic revealed its new programming slate during its upfront event at SIR Stage37 in New York today, emphasizing the global company’s increased focus on Hispanic audiences in the United States. Discovery, which reaches 2.5 billion homes worldwide, seeks to replicate at home the success its Spanish-language programming has achieved abroad in countries like Brazil, where it is the number one cable channel.
“The fact that Discovery en Español is the number two pay-TV channel for Hispanics in America is a huge piece of pride for us a company. We’re doing more original content, we’re driving it harder. It’s not just an important segment for us, but it’s a growing segment. You’ll see us spending more money on it here in the U.S. so we can grow it more,” said David Zaslav, President and CEO of Discovery Communications.
Discovery en Español’s primary programming focus has been on the expansion of Lunes de Motores (Motor Mondays), its thematic night of automotive content. The network detailed the premiere of Cromo Clandestino (Chrome Underground) as well as docu-series Texas Trocas, which follows the Mendez family, who own and operate a trucking business in Texas. Series such as El dúo mecánico will also return to Lunes de Motores.
In the adventure category, Discovery en Español announced new series Al límite, Islas mortales con Dave Salmoni, Sobrevivir and Sálvate si puedes, as well as returning series Supervivencia al desnudo.
The network also previewed Mago pop, an unscripted series which follows magician and illusionist Antonio Díaz.
Díaz performed twice during the presentation, and additional talent such as Cake Boss’s Buddy Valastro, Texas Trocas’ Mendez family, Islas Mortales’s Dave Salmoni, and Cromo Clandestino’s Antonio Brunet also appeared at the event.
Bilai Joa Silar, vice president of content for Discovery U.S. Hispanic, also touted Discovery Familia’s ability to reach a niche, family-oriented market of consumers.
"[Latinas] live fully-loaded lives, balancing many roles. Latinas blend traditional values with modern day goals to embrace both cultures. Discovery Familia is dedicated to things that Latinas value more, especially their families. Each night we reach them on topics from parenting to relationships, cooking to home improvement, beauty and health," said Silar.
Discovery Familia debuted new series Soy Muy Joven Para Esto,which follows women dealing with breast cancer, as well as the more light-hearted Desafio Fashionista.
Speaking to advertisers, Discovery U.S. Hispanic General Manager Ivan Bargueiras emphasized the event’s theme of “feel closer.”
“Last year we invited you to really get close to us, to feel the unique power of our programs, our talent and our viewers. You responded with the most successful upfront in history for U.S. Hispanic, so thank you all. This year, however, we’re going to invite you to feel even closer to the wonders of Discovery,” Barguerias said.
