Archive → Febrero, 2011
Best Buy en Español Profits By Serving the Hispanic Market Better
Hispanic customers who shop on the web are giving their time and money to Best Buy in appreciation of its effort to speak their language. Best Buy offers an almost complete duplicate of its main English language website in Spanish at http://espanol.bestbuy.com/enes/.
As a result, Best Buy finds that users of its Spanish language spend twice as much time on the website and also spend twice as much money per visit. “Latinos are giving us credit in being leaders in the e-commerce space in services to them,” says Ana Grace, global web team product manager. As a Latino herself, whose family moved to the mainland U.S. from Puerto Rico when she was a child, Grace is proud of that result. “It’s definitely a passion point for me.”
Best Buy translates almost everything on its website — promotions, product descriptions, pricing, terms and conditions, and error messages. The major exception is its catalog of CDs and DVDs, which they decided was too much work for the potential payoff. On the music and movie pages, they still translate explanatory and marketing messages in the margins, just not product descriptions for each SKU.
Even with that exception, Best Buy translates a huge amount of material, including new marketing messages that are introduced on the website every day. One of the secrets of the company’s success has been finding a way of accomplishing this quickly and affordably. Best Buy works with MotionPoint, a web translation service provider that has a neat solution to the problem of offering the same web content in multiple languages without imposing a lot of technical complexity on the website operator.
This is partly a technology story, but it’s not about machine translation. By that, I mean fully automated instant translation driven by software algorithms, which is what Google offers as a quick-and-dirty means of translation — useful, definitely, but often imperfect. Big brands like Best Buy don’t want to risk having their marketing message garbled — let alone their product descriptions and sales terms — so machine automation is of limited usefulness to them, even though it’s the quickest and cheapest method of getting something translated.
MotionPoint instead employs human translators, mostly through translation agencies. Those translators certainly make use of automated tools, but the actual content submitted for the publication has the benefit of human judgement. The technological innovation that makes MotionPoint interesting is in how it integrates that translated content, without requiring its customers to construct whole parallel websites or use complex content management systems that store multilingual equivalents for each article.
Instead, the MotionPoint translation service acts as a proxy — a different front end to the main website. When you add an item to your shopping cart or make a purchase on the Spanish language Best Buy site, MotionPoint passes those transactional commands through unchanged. But when you view content on the site, MotionPoint will serve a translated version if one is available. So a Hispanic customer who speaks only Spanish, or is more comfortable in that language, can read all the product details about the available HD TVs without struggling to understand them.
As part of the service, MotionPoint constantly monitors for the appearance of new content on the source website and assigns it to translators. On one of the days when I visited, the Flash video promotion in the center of the home page was showing English-language content because the translated version wasn’t ready yet. The theory is that it’s better to present approved content in English than incorrect or outdated content in Spanish. Grace says Best Buy tries to provide MotionPoint with new content for promotions in advance, particularly for content like Flash animation that requires more work to translate, but the coordination isn’t always perfect.
For the most part, however, the way this system is structured allows Best Buy to concentrate on its English language site and let the Spanish translation take care of itself.
Grace says Best Buy began putting a bigger emphasis on Hispanic in 2006 and 2007, largely at the urging of stores in border states. The company opened a Spanish language call center, began issuing special name tags to bilingual and Spanish-speaking employees, and put more Spanish signage in its stores.
At the time, the company had introduced a few Spanish language microsites promoting its products, but they simply linked to the English language site for order fulfillment. When the team behind this project began to look at the web, they were at first intimidated by the potential cost and complexity of launching a whole new website for this market, Grace says. “Then along comes this little company called MotionPoint that says, ‘This is fast, this is easy, and we can do it at a reasonable cost.’ ”
MotionPoint got the contract in September 2007, promising to have a solution online within 90 days — in time for Christmas — and actually got it done faster. ”We don’t easily endorse companies, but this is one that really did what they said they could do,” Grace says.
One of the things that Best Buy customers turn out to value highly is getting the exact same content — translated but fully equivalent — on the Spanish language website. When the company has experimented with even seemingly minor changes — like showing soccer rather than football as the image on the screen of a TV for sale — that seems to set off alarm bells with the Hispanic audience. Essentially, it comes down to fears of discrimination, Grace says. “They’re thinking, ‘If you’re doing this to me here, what else are you changing?’” Customers often browse the site in Spanish, but then check the English language version to make sure they’re getting the same price.
So although common sense might suggest an appeal to cultural as well as language preferences, Best Buy has learned to tread lightly. Occasionally, it makes sense to slip in an extra promotion — for example, Best Buy en Español ran a Three Kings Day special after Christmas. The home page also regularly runs a banner addressed to international customers browsing the site, explaining that although BestBuy.com does not ship internationally, it can offer some other options, such as arranging for delivery to a relative who lives in the U.S.
Grace says one reason the Spanish language is so popular, and visitors spend so much time on it, is that it has become an important resource for those researching complex products such as electronics and appliances, regardless of whether they ultimately purchase from Best Buy. But since the company has caught their attention, and catered to their needs, it also has a higher probability of closing the deal. Often, even when visitors don’t buy online, they will show up in the store with a printout from the website. Store associates have also learned to use the website as a way of providing more information, and answers to questions, even when the salesperson is not proficient in Spanish.
I’m working on a longer story about MotionPoint and its customers, as well as competing services. There’s more to this story in terms of supporting multinational businesses that need to do business in multiple languages, not just a second one.
But I’m also impressed by how often Best Buy comes up in my conversations with Internet experts talking about companies that excel in multiple areas, also including its use of social media marketing and open source technologies like WordPress (for local store websites). Reaching out to the Hispanic market online is just another thing they do really well.
The Launch of Miami Ad School en Espanol
From: www.salisbury.edu
Pippa Seichrist, President and Co-founder of Miami Ad School, announces plans for Miami Ad School en Espanol.
Available at their Miami, Florida location, Miami Ad School en Espanol is a 2-year program in art direction and copywriting taught primarily in Spanish by leading Hispanic creatives. In their 2nd year, students can study and intern in various multicultural agencies in the US, Latin America and Spain. These programs are unique in preparing creatives for the nuances of the Hispanic market in the USA and abroad. The programs are to begin in the summer of 2011.
The 2010 US Census reports that Hispanics have the highest percent changes in population growth. Hispanic purchasing power has surged to $1 trillion. To meet the demands, Miami Ad School is one step ahead in preparing creatives for this rapidly growing market.
This initiative is well received by the Hispanic advertising community.
“Miami Ad School en Espanol will train creatives to become industry leaders in the Hispanic market. Hispanic consumers drive spending and as they grow into the majority demographic, also influence and lead general market spending and cultural trends in this country.” — Carmen Baez, President of the Latin America Diversified Agency (DAS)
“The US Hispanic market is very sophisticated and it demands professionals with very specific skills. Miami Ad School understands the complexity and uniqueness of this market, and its need for well prepared professionals that are able to not only write in Spanish, but also to develop messages that are relevant for the Hispanic consumer in the US.” — Aldo Quevedo, President, Dieste Inc.
Miami Ad School also announces the appointment of Vanessa Clavijo as Director of Miami Ad School en Espanol. Clavijo, a Miami Ad School alumnus, worked at Crispin Porter + Bogusky and La Comunidad. In her new role, she is responsible for the program’s development, recruitment and admission of young talent.
For more information or to register, please see Miami Ad School en Espanol.
About Miami Ad School
Miami Ad School is the most awarded school in the world and for the past four years, the Gunn Report, the top advertising ranking authority globally, named the Miami Ad School “the best advertising schools in the world” based on the quality of the awards received by the school and its students.
http://finance.yahoo.com/news/The-Launch-of-Miami-Ad-School-prnews-2403784198.html?x=0&.v=1
Tequila Party Candidate for Mayor of Las Vegas Is a Former GOP Operative with His Own Brand of Tequila
Following the success of the Tea Party, Hispanics want to start a grass-roots movement to gain more political muscle on immigration reform.
Former GOP county chairman, George Harris is running for Mayor in Las Vegas as the face of Nevada’s new Tequila Party with a mission to pull Hispanics into politics – one tequila shot at a time.
Harris is handshaking his way across his upscale Mexican restaurant, showboating for campaign contributions and votes under the blare of a Mariachi band, when someone hands him a shot of tequila.
A candidate for Las Vegas mayor and the self-professed leader of a loosely organized, tea party-like movement for Hispanics called the Tequila Party of Nevada, Harris swallows the drink with a quick cheer. “Is that Alien Tequila?” he asked. “I like it.”
The Tequila Party candidate, it turns out, is also a tequila peddler.
In a quintessential tale of Las Vegas showmanship, Harris’ campaign to become Las Vegas mayor and a spokesman for the nation’s millions of Hispanics is a flashy cocktail of tequila, politics and impulse, served with a hearty splash of guerrilla marketing for good measure.
“I don’t know how much attention they are paying to us,” said Romero, a Democrat. “We don’t have immigration reform. And by the looks of it, it isn’t going to happen. We don’t have the DREAM Act. We need all of them. It’s a concern. We’re concerned.”
Hispanics have traditionally tended to vote Democratic in the past. But many longtime liberal Latinos are starting to question the responsiveness of the Democratic Party to the Hispanic community.
Democrats are trying to pass the DREAM Act, which would give some college students and military vets a path to citizenship, during the lame duck session, but the chances of it passing appear slim. The next Congress, which will be predominantly Republican, is not expected to take up immigration reform.
And because, Hispanics say, they are credited with influencing key political races during the presidential and midterm elections, they expected more attention than they have received.
In several key races where the Latino vote was critical – like Harry Reid’s U.S. Senate bid in Nevada and Jerry Brown’s gubernatorial contest in California – Hispanics were heavily courted during the midterm election battle, and they were credited with helping tip the balance.
“In many parts of the country, the Democratic Party hasn’t taken Latinos seriously. They haven’t cultivated leadership in the Latino community,” said Angelo Falcon, president of co-founder of the New York City-based National Institute for Latino Policy. “The community keeps voting for the party but the payoff doesn’t seem to be very great.”
Disenchanted, Latino leaders began discussions this past summer to start a mobilized, national social movement – or a third party. And while still in its infancy, the movement is already gaining the attention of Latinos on both sides of the political aisle who are thinking about joining in.
“To me, it makes a lot sense,” said Robert Deposada, a Republican consultant in Washington, D.C., who recently made headlines after launching a campaign urging Hispanics not to vote. “You need an infrastructure that is basically going to tell both parties, ‘We are tired. We are tired of the status quo. We are tired of you guys playing politics with us.’ And I think that is going to be a very effective in preparations for the 2012 elections to make sure both parties stop just talking and actually get to work and do something.”
Names for the movement, or party, have already been tossed around. But the one that has received the most attention is the Tequila Party, a tongue-in-cheek reference that gained traction after it was written about this weekend in a Las Vegas newspaper. Leaders, however, have kicked around other names as well, including the Café-con-Leche Party, a reference to the potent Latin drink, and to the color of their skin, Romero said.
Whatever the name, Hispanic leaders say they are taking the matter seriously – and plan to sit down in the coming months to come up with a formal strategy and plan.
“As much as it sounds like a joke initially, there are many people who are taking it seriously. And they are very interested in following through,” said Romero, whose received numerous phone calls across the country in the past few days urging talks to start. “And we all want to talk over the matter and see where this goes.”
Are We Witnessing The End Of The Hispanic Advertising Agency, As We Know It?
All my professional life I’ve been listening. Not just to the message, but also to the context, clarity and efficiency of it.
And now, a very important phenomenon is occurring which has me with my best listening ears in place. Recently, I conversed with Sergio Alcocer, president of LatinWorks, about the state of Hispanic advertising, and I learned a few things.
Advertising as a global industry is undergoing an enormous transformation. I think that we will not be able to recognize it in a few years. To think of Hispanic advertising as separate from global advertising implies a backtracking of sorts, an undermining of who we are.
With social media, the platforms to deliver a message have multiplied. As an advertiser, you have to contemplate the fact that your message can now transcend beyond the traditional platforms such as TV, radio and printed media. Now you are part of the brand’s biography. In some way, brands now live in terms of the personality people attach to them.
Another way in which the influence of these new mediums is evident and very significant, is the speed with which an advertiser has to be able to adapt to the changes in consumer trends. It’s indispensable that now the clients and the agencies have much more flexible and nimble structures that are less comfortable by having a niche. Now, more than ever, there is the need to switch from a service industry model to an industry of ideas. Thus, to generate ideas and solutions can’t be the sole responsibility of the creative department anymore. The whole agency has to become a company of ideas and solutions for its clients that are creative in all aspects.
If you have been paying attention to what’s happened in the industry over the last two years, you’ll know that the global obsession is in coming up with new work models.
We have also realized that TV, per se, is not going to die or that what is needed now is the new “Digital Agency.” I think that we are witnessing the triumph of what some call the “Tra-Digital Agency” which transcends the media barriers and can maintain, across all of them, a congruency with the story that the brand wants to communicate.
We have to be aware of how important it is for Hispanic agencies to transform, even faster, into a flexible partner who understands the needs of the ever-changing market we deal with. Hispanic agencies do have an advantage due to their flexibility to adapt rapidly.
What I consider to be the biggest challenge is that our industry has to stop relying on the Spanish language as their strategy or the justification for their existence as an agency.
In the first place, the immediate growth of the Hispanic market will not be due to immigration, but to birth. Then, the language has to stop being a strategy and become a simple tactic. We need to bring to the table solutions that have a point of view and a sensibility that are more diverse and ad-hoc with what is currently happening in the United States.
We are “Marketers” first and then “Hispanic Marketers.”
We have to bring to the table solutions that go beyond race. First we have to focus on understanding the brand and the client’s needs in depth. Then bring forward the ideas that succinctly generate solutions.
I don’t see what is happening in the industry so much as a problem, but as an opportunity to create the media, the programming and the platforms that will allow us to have a more effective dialogue with the bi-cultural, bilingual consumer. And with a little bit of luck, we will be able to get ahead of the trends.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=145248
Hispanic Market Overview 2011, Presented By Telemundo, Now Available At No Charge To U.S. Hispanic Market Professionals
MIAMI, Feb. 15, 2011 /PRNewswire/ — Hispanic Market Overview – 2011, presented by Telemundo, the highly anticipated follow-up report on how marketers and advertisers can best-target Latino consumers, has been released by the Adam R Jacobson Editorial Services and Research Consultancy and HispanicAd.com, the tool for the Hispanic advertising and media professional.
Distributed exclusively in the U.S. Hispanic market by HispanicAd.com, this year’s edition includes enhanced content and detailed information on population trends and consumer activity among Latinos, provided through a strategic partnership with business intelligence and multicultural market research firm Geoscape.
Available as a free download from JakeAdams.net and HispanicAd.com, Hispanic Market Overview 2011, presented by Telemundo includes a detailed look at the U.S. Hispanic consumer, with Geoscape-provided data on population, language preference, income trends and spending. This year’s edition also features insight and analysis on Hispanic advertising from key leaders in the industry, representing multicultural agencies, Spanish-language television, Spanish-language radio and Hispanic print and online media.
Hispanic Market Overview 2011, presented by Telemundo also shines the spotlight on the out-of-home segment, Direct Response advertising and the growing call for Spanish-language call centers. New for 2011 is a breakout section on the rapidly growing Hispanic health and wellness category, which has seen new radio and television programming and the rise of an internet portal devoted specifically to the hot topic.
Also new in Hispanic Market Overview 2011, presented by Telemundo is a streamlined, easy-to-read Hispanic DMA Grid powered by Geoscape.
“This year’s report, the fourth in our year-old series of free-of-charge Overview reports, is without a doubt our best one yet,” said Jacobson, who launched his consultancy in January 2010 following his departure as senior associate editor of Hispanic Market Weekly. “It is chock-full of great information and packaged in an easy-to-read format. Best of all, we’re helping to share the powerful opportunities for savvy marketers and advertisers that exist throughout the U.S. Hispanic market. And, there is no subscription needed to access this vitally important data.”
Other partners for this year’s report include Azteca America, CallZilla, Dr. Felipe Korzenny, ESPN Deportes, Fox Deportes, GLR Networks, Hola Networks, impreMedia, Posterscope, SaludyVida.com and Zipcast.
A sold-out webinar hosted by Geoscape’s Savvy University, set for 2PM Eastern on February 15, 2011, will be available on-demand shortly. For further details, visit http://geoscape.com/savvyu.asp.
PR Newswire and MultiVu launch ARC for Marketing.
PR Newswire and its broadcast and multimedia division, MultiVu, announced the launch of ARC for Marketing, a dynamic, multimedia and social media platform designed specifically for marketers to provide for deeper audience engagement through all online channels.
ARC (Access, Reach, Connect) for Marketing builds upon PR Newswire’s interactive platform for public relations professionals to empower marketing executives as well as digital and social agencies to create and deliver an all-in-one digital communications experience complete with video, multimedia, photos, coupons and promotional content that can be built and launched in less than 5 days.
Much like the ARC for Public Relations, which has been used by hundreds of PR professionals since its launch in June, amongst ARC for Marketing’s unique value propositions are the ability to dynamically update content once it has been distributed and embedded, and the unparalleled syndication offered through PR Newswire’s vast distribution network.
“In the next year or two, the biggest challenge for marketers will be the integration of multiple channels, ARC addresses that head on and is something content marketing professionals need to look at,” said Joe Pulizzi, executive director, Content Marketing Institute.
“ARC for Marketing is an ideal vehicle to drive product launches, branding campaigns, event promotions, viral video and much more. Combining extreme speed, efficiency and measurability, no other digital platform does more to drive audience engagement and ensure that content marketing programs deliver measurable results,” said Bev Yehuda, vice president, Web Engagement, MultiVu, a PR Newswire company. “For PR Newswire, ARC™ for Marketing solidifies the company’s position as a premier global provider of multimedia platforms that can serve a wide array of communications needs and audience engagement opportunities.”
Key to ARC for Marketing is its interactive multimedia player, which can be modified to showcase up to five individual segments of encoded video or audio content. All video content is housed within the ARC™ platform and is also disseminated via PR Newswire’s Online Video Distribution network, which includes sites such as YouTube, Yahoo! Video, Metacafe and AOL Video.
Accompanying the video player, ARC for Marketing enables marketers to deliver customized multimedia and text content and includes viral sharing buttons, enabling online users to embed the player on blogs, websites or social networking Web pages. As the ARC player is shared across the Internet, PR Newswire’s Media Monitoring technology delivers insight into how one’s brand, key messages, competitors, and industry topics are being discussed on blogs, social sites and online forums. The system’s comprehensive set of reporting metrics then enables marketers to perform online activity analyses, real-time monitoring of impressions, views and streams, and in-depth social media monitoring and tracking.
Additionally, the ARC platform’s customizable “call-to-action” buttons provide a stage where users can perform a host of functions that best meet the objective of the marketing campaign, including click-to-purchase, social media tagging, and content sharing via sites such as Facebook and Twitter.
http://hispanicprpro.com/2011/02/01/pr-newswire-and-multivu-launch-arc-for-marketing/
WHAT SMALL BUSINESS CAN LEARN FROM SUPER BOWL ADS?
By dlbgroup
Best or noticeable ads:
2010:
Doritos: Simple, direct, low production but with a strong message about the brand’s attributes.
Other examples:
Cocacola: Even when using a super popular icon known as the Simpsons, the campaign has a current frame based on the economic crisis at the moment but an even better solution than expected where the selling line “Open happiness” even to Mr. Burnes.
Snickers: Very well managed to deliver a clear benefit to what is the position of snack “kill hunger”
2008:
Victoria Secret’s: with a direct message to the target and 100% taking into account the time it airs, make clear what a woman should be set for after the game.
2009:
cars.com: With the necessary insight on the uncertainty when choosing a car, tie a fictional story but very easy to understand and remember.
Worst or not likeable
2010
Godaddy.com
Regarding to lessons for small businesses, I would say:
- The most important thing is that memorable advertising should not necessary be investing in a huge productions with high budgets. In fact many of the most memorable commercial for Doritos were done with few resources.
- It is clear that advertise on the Super Bowl is almost impossible but learning can be taken as that on any field even in the most exclusive brand must stand out and look for consumer attention with unique and creative proposals, no matter you are a huge company or a small business, if you invest in advertising your campaign must be differentiated from your competition and other advertisers who share a space with you.
- Audiences prefer simple and common things to see on TV but presented in a creative way is easily to remember, to understand and most of then can feel linked in an emotional way with the brand when they can see a popular aspects that are traditionally and well known as part of their culture in a funny and customize situation.
- People enjoy watching every day situations happening in the life of celebrities they feel closer and understood by the brand.
- As well, people like to see common people like them doing something simple but spectacular and hilarious. They can identify themselves in those characters so similar and closer to them.
- You should play with the message and is not only be different is to be controversial. Reinvent emotions, attitude and attention. Doritos is a very good example when you see the little boy threatening a big guy. Is usual to see a little child jealous with her mom’s new boyfriend but the way they present the unusual discussion is very catchy and smart.
What not to do:
- Even though people expect to laugh and see unconventional funniest situations on commercial they despise the idea of watching the abuse of the same resource over and over again. The idea of presenting American guys acting stupid, goofy or with a lack of intelligence too extreme can end repulsive.
- To win in some performance attributes (physical or emotional) you have to loose in others. Do not try to be likeable for every one, understand you audience and make a clear message for them no matter the rest. But remember don’t go so far until be offensive or topics that are sticking up too much that are perceived annoying for example using sex or sexist typical and no original situation with no point and no creativity just because the old conception that sex sells. For example godaddy.com with the pool ad, which shows a message worn out and obsolete.
About DLB Group Worldwide
DLB Group is a global marketing services integrator and the first independent non-conventional ad network with presence in the U.S., Spain and Latin America. The staff includes experts in the areas of commercial architecture, SMS, Web design, PR, trade marketing, broadcast and print production among others. DLB Group creates impactful plans that support the message between different media bringing memorable experience and brand contact to the consumer. The company has offices in the U.S., Spain, Mexico, Chile, Colombia, Venezuela and Panama
Univision, NFL And Pepsi Team To Host Two Star-Studded Specials During Super Bowl XLV Week
“Tazón Latino V” to Feature Guest Celebrity Players Jackie Guerrido, Rosana Franco, Felipe Viel, Diego Schoening, Carlos Santos, Adrienne Bayon, Susie Castillo, and Amauri Nolasco Along with Former NFL Players Marcus Allen, Derrick Brooks, Randall Cunningham, Warrick Dunn, Rich Gannon, and Darren Woodson
Dallas Cowboys’ Tony Romo and Jason Witten to Serve as Honorary Coaches
Mexican Diva Jenni Rivera, Venezuelan Breakout Duo Chino y Nacho and Pop Music Sensation Dulce María to Rock the House at “Pepsi Música Super Bowl Fan Jam”
WHO: Univision, the National Football League (NFL) and Pepsi have partnered to bring Hispanic viewers across the U.S. more of the Super Bowl XLV excitement with the broadcast of two star-studded events: “Tazón Latino V,” and “Pepsi Música Super Bowl Fan Jam.”
Featuring popular Latin stars from all corners of the entertainment industry as they face-off in a friendly flag-football game,“Tazón Latino V” will include the participation of Univision personalities Jackie Guerrido (“Primer Impacto” / “First Impact”) and Rosana Franco (“República Deportiva” / “Sports Republic”), TeleFutura’s Felipe Viel (“Escándalo TV” / “Showbiz TV”), Mexican singer/actor Diego Schoening, TV host Carlos Santos, young singer/actress Adrienne Bayon, the former Miss USA and TV host Susie Castillo and Hollywood actor Amauri Nolasco, along with former NFL players Marcus Allen, Derrick Brooks, Randall Cunningham, Warrick Dunn, Rich Gannon and Darren Woodson. Additionally, Dallas Cowboys’ Tony Romo and Jason Witten will serve as honorary coaches for each of the teams during The Event.
Held annually in anticipation of the year’s biggest sporting event, the “Pepsi Música Super Bowl Fan Jam” will be a star-studded concert, featuring some of the best in Latin music. Mexican diva Jenni Rivera, Venezuelan breakout duo Chino y Nacho and Pop music sensation Dulce María will be the night’s headliners, singing some of their most popular, record-breaking hits.
WHEN / WHERE:
“Tazón Latino V” will take place on Wednesday, February 2 at 8:00 PM Central at the Clinic Field at The NFL Experience, in Dallas, TX and will be broadcast on the Univision Network on Saturday, February 5 at 4:00 PM ET/PT (3:00 PM Central).
The “Pepsi Música Super Bowl Fan Jam” will be held on Friday, February 4 at 7:00 PM Central at the Verizon Theatre in Grand Prairie, TX and will air on Saturday, February 5 at 7:00 PM ET/PT (6:00 PM Central) on Univision.
ADDITIONAL INFORMATION:
On-hand to offer “play-by-play” commentary of the exciting “Tazón Latino V” will be TeleFutura’s sports expert Jorge Pérez Navarro (“Contacto Deportivo” / “Sports Contact”) while Univision actress/comedienne Angélica Vale will offer viewers color commentary of The Event. Reporting from the sidelines will be none other than Univision’s “República Deportiva” president Fernando Fiore, accompanied by local Univision Dallas anchor Wendy Cruz.
Univision’s broadcast of “Pepsi Música Super Bowl Fan Jam” will be hosted by network personalities Angélica Vale andAlfonso “Poncho” De Anda (“Despierta América” / “Wake-Up America”), while Jackie Guerrido and Paola Pedroza serve as masters of the ceremony.
Full coverage of both events will be available at www.NFL.com/Espanol. The online and mobile sites will feature player bios and interviews, photo slide shows, plus online video highlights and behind the scenes footage.
Univision Communications Inc. (UCI) is the premier media company serving the U.S. Hispanic community. Its assets include Univision Network, one of the top five networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the U.S. reaching 95% of U.S. Hispanic Households; TeleFutura Network, a general-interest Spanish-language broadcast television network, reaching 85% of U.S. Hispanic Households; Galavisión, the country’s leading Spanish-language cable network; Univision Studios, which produces and co-produces reality shows, dramatic series and other programming formats for the Company’s platforms; Univision Local Media, which owns and/or operates 62 television stations and 70 radio stations in major U.S. Hispanic markets and Puerto Rico; Univision Interactive Media, which includes Univision.com, the leading Spanish-language Internet destination in the U.S., and Univision Móvil, the industry’s most comprehensive Spanish-language suite of mobile offerings; and TuTv, U.S. outlet for pay television channels of Mexico-based Grupo Televisa. Headquartered in New York City, UCI has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visitwww.univision.net