AzA Gazette The AzA Gazette The Azteca America Newsletter 1 · About Azteca America Azteca America...

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AzA Gazette The Azteca America Newsletter 1 The Azteca America Monthly Newsletter for Clients, Friends and Associates March 2011 • Edition 5 The AzA Gazette Content The Passing of the Baton 2 Martin Breidsprecher Moves Up to CEO 2 Census Data is Bullish on Hispanic Growth 3 Talk Show ¡Ella es Niurka! Makes Strong Debut 3 Ventaneando America and Al Extremo Hit the Road 4 Azteca America offers training session for Comcast call-center employees 4 Station Spotlight KAYZ-51 • Houston Una Vez Más 5 Research Flash 6 Noticiero Nacional Anchor Christian Lara Participates in Mujeres de Fé Event 7 Contacts 7 Azteca America Outpaces Peers With Primetime Viewers Azteca America posted the strongest February primetime growth among Spanish broadcast networks, with viewership up 38% from last year for 18-49 audiences. According to Nielsen data, the second-highest 18-49 primetime growth came from Telemundo, with an 8% increase. Neither Univision nor Telefutura posted positive primetime growth for the period. As for general primetime audiences, ages two or older, Azteca America posted an increase of 42%, followed by Telemundo with 21% and negative growth for Univision and Telefutura. The future is bright for Azteca America. The strong ratings are added to the recent addition of full- power stations in Houston and Dallas and the upcoming inauguration of seven new studios in Mexico City that will be the most technologically-advanced in Latin America. The new studios, which are slated to be operating in 2012, are part of a total re-engineering of the Azteca production process, including a new organizational structure and over a dozen internationally- known actors and actresses coming on board in the past 18 months to bolster an already-rich lineup of talent. “We’re excited about our February ratings results,” said Azteca America CEO Martin Breidsprecher. “However, we’re even more excited about our growth opportunities as we consistently move to better capitalize on the amazing resources that we have at Azteca America.” +38% +8% -6% -21% *Source: The Nielsen Company National People Meter, Live+SD. Mon-Fri Prime Time (7p-11p), persons 18-49, Jan/31/2011- Feb/27/2011 vs Feb/01/2010- Feb/28/2010

Transcript of AzA Gazette The AzA Gazette The Azteca America Newsletter 1 · About Azteca America Azteca America...

Page 1: AzA Gazette The AzA Gazette The Azteca America Newsletter 1 · About Azteca America Azteca America is the alternative choice in broadcast television Azteca America operates in 66

AzA GazetteThe Azteca America Newsletter 1

T h e A z t e c a A m e r i c a M o n t h l y N e w s l e t t e r f o r C l i e n t s , F r i e n d s a n d A s s o c i a t e s

M a r c h 2 0 1 1 • E d i t i o n 5

The AzA Gazette

ContentThe Passing of the Baton 2

Martin Breidsprecher

Moves Up to CEO 2

Census Data is Bullish on

Hispanic Growth 3

Talk Show ¡Ella es Niurka!

Makes Strong Debut 3

Ventaneando America and

Al Extremo Hit the Road 4

Azteca America offers

training session for Comcast

call-center employees 4

Station Spotlight

KAYZ-51 • Houston

Una Vez Más 5

Research Flash 6

Noticiero Nacional Anchor

Christian Lara Participates

in Mujeres de Fé Event 7

Contacts 7

Azteca America Outpaces Peers With Primetime ViewersAzteca America posted the strongest February primetime growth among Spanish broadcast networks, with viewership up 38% from last year for 18-49 audiences. According to Nielsen data, the second-highest 18-49 primetime growth came from Telemundo, with an 8% increase. Neither Univision nor Telefutura posted positive primetime growth for the period.

As for general primetime audiences, ages two or older, Azteca America posted an increase of 42%, followed by Telemundo with 21% and negative growth for Univision and Telefutura.

The future is bright for Azteca America. The strong ratings are added to the recent addition of full-power stations in Houston and Dallas and the upcoming inauguration of seven new studios in Mexico City that will be the most technologically-advanced in Latin America. The new studios, which are slated to be operating in 2012, are part of a total re-engineering of the Azteca production process, including a new organizational structure and over a dozen internationally-known actors and actresses coming on board in the past 18 months to bolster an already-rich lineup of talent.

“We’re excited about our February ratings results,” said Azteca America CEO Martin Breidsprecher. “However, we’re even more excited about our growth opportunities as we consistently move to better capitalize on the amazing resources that we have at Azteca America.”

+38%

+8%

-6%-21%

*Source: The Nielsen Company National People Meter, Live+SD. Mon-Fri Prime Time (7p-11p), persons 18-49, Jan/31/2011-Feb/27/2011 vs Feb/01/2010-Feb/28/2010

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The Passing of the BatonI am pleased to present Martin Breidsprecher as the new CEO of Azteca America. Martin joined the Azteca America team in Los Angeles four years ago, showing both efficiency and creativity in his management style.

As I dedicate my full attention to our mobile phone operator, Grupo Iusacell, in Mexico City, I’m confident that Martin has all of the tools to take Azteca America to the next level.

I would take this moment to thank all of the staff, clients, affiliates and partners of Azteca America for their support over the past five years. My time in Los Angeles with the network was an enriching and unforgettable experience.

Thanks to all,

Adrian Steckel

Martin Breidsprecher Moves Up to CEOOur organizational structure changed last month with the appointment of Martin Breidsprecher to CEO, replacing Adrian Steckel, who has returned to Mexico as CEO of Grupo Salinas’ cellular operator Iusacell.

Martin, who is now 42, joined the Azteca America team in 2007 as Director of Financial Analysis. From there he was promoted to CFO and most recently COO in 2009.

During his time as COO, the network added six stations, with efficiency improvements on the content side while sales increased.

With an MBA from UCLA, Martin’s early experience was grounded in finance and risk management.

Welcome Martin as our new leader.

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Census Data is Bullish on Hispanic Growth As data from the 2010 Census continues to roll in, one thing that is clear is that the US-Hispanic community is leading population growth for the country.

Within an aggregate of 26 states reported as of March 4, Hispanics were responsible for 51% of US population growth, while the Hispanic population grew 52% from the last Census to 20.7 million in these states. What’s more, Hispanic population growth is exceeding the most recent Census estimates by more than 5%.

The first state-by-state data was released in February, with numbers expected to continue to be published throughout the month of March.

States reported at the time of publishing included Texas, Illinois, South Dakota, Oklahoma, Louisiana, Mississippi, New Jersey, Virginia, Nevada, Vermont, Oregon, Washington, Colorado, Alabama, Hawaii, Missouri, Nebraska, North Carolina, Delaware, Kansas and Wyoming.

In Texas, 37.6 percent were Hispanic. However, Hispanics disproportionately fill the ranks of younger Texans and are expected to be the largest ethnic group in the state by 2015.

As for Illinois, minorities accounted for all growth among the total state population in Illinois and Hispanics contributed 72% of all minority growth in the state.

Names & FacesRocío Sánchez AzuaraHost, Cosas de la Vida

Rocío is a hard-working woman dedicated to fighting for those who are most in need.

With over two decades of experience in television news and talk shows, she got her start with a local Televisa station in Vercruz. From there she joined their now-defunct news agency Eco, and then anchored news programs for Multivisión in Mexico City.

At Azteca she worked on news programs such as Desde México Buenas Tardes, Meridiano, Ciudad Desnuda, and Visión Urbana before launching Cosas de la Vida.

Following a brief stint at Telemundo, she returned to Azteca in 2010 with Cosas de la Vida.

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Ventaneando America and Al Extremo Hit the Road

Hosts of the hit shows Ventaneando America and Al Extremo spent the month of February visiting key media and fans in the cities of Los Angeles, Houston and Dallas.

Ventaneando cast Atala Sarmiento, Jimena Pérez, Daniel Bisogno and Pedro Sola participated in a media tour that included TV Notas USA, La Opinión, Impacto USA, Vívelo Hoy and La Raza radio. Then it was off to Dallas and Houston with El Hispano News, Semana News, El Diario la Estrella, ESPN and La Mega radio.

Meanwhile, Al Extremo hosts Aline Hernández and Juan Barragán were in Dallas last month, where Aline contributed special reports surrounding the Superbowl and Juan attended a special event with Azteca America Dallas clients and executives.

Azteca America offers training session for Comcast call-center employeesKnowledge is power. And a special training session for Comcast call-center employees will give them new tools to promote Spanish-language packages, specifically those that include Azteca America.

From basic issues, such as the channel positions of Azteca America on systems throughout California, to special insights into Azteca America programming highlights, the employees are now better equipped to serve new and existing customers.

To further motivate operators, special promotional contests will award distinguished employees prizes, including visits to Azteca’s Mexico City studios.

The training sessions are a win-win relationship for Comcast and Azteca America designed to increase both Comcast subscribers and Azteca America viewers.

Ventaneando host Daniel Bisogno interviews actor Fernando Allende in Houston

Ventaneando host Jimena Pérez signing autographs La Mega DJ Beto Nájera with Daniel Bisogno in Houston

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Station SpotlightKYAZ-51 Houston Una Vez Más

Tony Canales VP & GM

Tony joined the Una Vez Mas team in mid-2010 after having been at Univision for over 10 years, most recently as Vice President and General Manager of the Univision and TeleFutura stations in San Antonio. Now in Houston with KYAZ, his team is poised to bring Azteca America to the forefront of advertiser satisfaction and contact with the local Hispanic community.

Since Tony’s arrival, Houston revenues have more than doubled and he is on track to surpass his first quarter sales goal. Now with the full-power KYAZ-51, which went on air in late December, the momentum is expected to continue into 2011 and beyond. In addition to progress on the sales front, KYAZ is developing an important community presence as the exclusive Spanish-language TV partner of both the Houston Hispanic Children’s Festival and the Pasadena Strawberry Festival. The events will be held this spring and each is expected to attract over 50,000 attendees.

To further elevate local presence, Tony has also signed a partnership with the local MLS soccer team, the Houston Dynamo. KYAZ also offers the Marcador Azteca, Zona Festival and Azteca Contigo sports and community programs to provide advertisers with the localized content to compliment advertising messages.

Plans for the second half of the year include a local La Academia casting, a soccer tournament called Copa Azteca and finally the Juguetón toy drive for the holiday season.

He also plans on securing more strategic alliances with local organizations and media outlets to help promote the Azteca America brand in Houston.

Tony acknowledges that he has set the bar high for the year. However, he’s convinced that he has the right team in place to meet and surpass long and short-term goals. He looks forward to a banner year in 2011.

• Spanish language

market rank: 4

• Number of Hispanic television

households: 586,120

• Hispanic persons 2 and older:

2 million

• Cable and satellite coverage:

Comcast ch. 2; Dish,

DirecTV, AT&T Universe and

Wavevision ch. 51; Charter ch.

9; Suddenlink ch. 16

Tony with Sales Assistant Sandra Ayala, Account Executive Noemi Lopez, Account Executive Javier Chavez and Production Manager Eric Rubalcava

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Azteca America’s Cosas De La Vida: 50% More Audience(2011 vs. 2010)

Azteca America’s Al Extremo:27% Growth(2011 Vs. 2010)

Research Flash

Source: Npm National Sample. Mon-Fri 8Pm. Program Live Impressions Tot 18-49.Week 42 2010 To Week 11 2011 (Tues-day, March 8)

Source: Npm National Sample. Mon-Fri 9Pm. Program Live Impressions Tot 18-49.2010 To Week 11 2011 (Tuesday, March 8)

103

154+50%

+27%

2010 Avg. 2011Avg. (WEEKS 42-52) (WEEKS 1-11)

2010 Avg. 2011Avg. (WEEKS 1-11)

118150

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Contacts:EXECUTIVES:Luis J. Echarte, Chairman Martin BreidsprecherCEO (310) 432 7645 [email protected]

Alberto Santini LaraExecutive VP of Programming, Production and Marketing 011 52 (55) 17201313 Ext. 30816 [email protected] Bob TurnerPresident, Network/SpotTV Sales (646) 360-1758 [email protected] Jorge JaidarGM, Azteca Stations Group (818) 844-1441 [email protected]

Distribution and Affiliate Relations: Juan Pablo Álvarez 011 52 (55) 1720 1313 ext. 39803 [email protected]

Fundación Azteca America: Nathalie Rayes 203 689 5127 [email protected]

Grupo Salinas Corporate Communications: Daniel McCosh 011 52 55 1720 0059 [email protected] For further contacts see our website

A Grupo Salinas Companywww.gruposalinas.com

Editorial CommitteeDaniel McCosh, Editor Linda Garcidueñas Lorena Herrera Juan Pablo Álvarez

Ricardo Becerra Angélica Bengolea Bruno RangelNathalie Rayes

About Azteca AmericaAzteca America is the alternative choice in broadcast television for Spanish speaking families residing in the United States. Azteca America operates in 66 markets nationwide, and can also be seen on DIRECTV Mas Channel 441 (AZA 441) and DISH Network Channel 825. Wholly owned by Mexican broadcaster TV Azteca, S.A. de C.V., Azteca America has access to the best programming from TV Azteca’s three national networks, including a library with over 200,000 hours of original programming and news from local bureaus in 32 Mexican states. The network complements Mexican programming with an innovative line-up of shows from international producers and distributors to ensure the finest programming for Spanish-speaking viewers and unique advertising solutions for partners seeking to reach the most dynamic market in the country.

Noticiero Nacional Anchor Christian Lara Participates in Mujeres de Fé Event Azteca America Los Angeles teamed up with faith-based Guadalupe Radio for a special two-day event at the Los Angeles Spor ts Arena that featured Noticiero Nacional news anchor Christian Lara.

The goal of the event, called Mujeres de Fé, was to help women of all ages increase their faith and the overall wellbeing of their families through conferences, concer ts, masses and counseling.

Christian’s message focused on the impor tance of being informed. She also encouraged women to seek second opinions regarding medical decisions and question procedures and practices.

In all, over 32,000 women attended, with Christian signing more that 1,000 autographs during the two days.