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Comcast Latino Package Adds Channel Targeting ?Generation Si'

Posted on: Tuesday, 14 March 2006, 12:00 CST

By Joe Goldeen, The Record, Stockton, Calif.

Mar. 14--STOCKTON -- Comcast customers in Stockton, Lodi, Tracy and Modesto who subscribe to the cable TV provider's CableLatino or Digital Classic packages got a new channel added to the mix Monday targeting young Latino viewers.

Los Angeles-based Si TV, the nation's first English-language Latino cable network whose motto is "Speak English, live Latin," has been on the air just more than two years with a mix of entertainment, lifestyle, talk, standup comedy, classic series, feature films and reality programming.

"Si TV goes beyond tradition by catering to today's English-speaking Latinos who consume English media but still want shows that speak to their Latino roots," according to a statement on its Web site at www.sitv.com.

Comcast subscribers getting the $60 Digital Classic package -- available now for $30 per month -- will receive Si TV as part of that package.

Or customers can sign up for Comcast's $25 Cable­Latino package that includes Si TV plus 18 Spanish-­language networks such as Casa Club, Discovery en Espanol and Canal 52MX. Comcast's standard service already includes Latino networks such as Univision, Telefutura, Azteca America, Telemundo and Galavision.

Through its programming, Si TV said it seeks to reach "Generation Si," the English-­speaking, 18-to-34-year-old urban demographic that drives 59 percent of the total Latino purchasing power in the United States, estimated by Hispan­Telligence at between $600 billion to $800 billion per year.

Mark Martinez, CEO of the San Joaquin County Hispanic Chamber of Commerce, sees it as a smart marketing approach.

"I think it's the direction many companies are looking to go into. A perfect example is the success of Vida en el valle where you're trying to reach both audiences, both English and Spanish speaking. The young Latino market is one of the fastest growing in this state," Martinez said.

Vida en el valle is the 15-year-old bilingual newspaper serving the Central Valley published by The McClatchy Co. In February, The Record began distributing 20,000 copies in San Joaquin County through a cooperative agreement.

Vida Publisher Valerie Bender expects the new TV network to be popular with second- and third-generation Latinos.

"It's a logical move for Comcast. I think it's great. The success of Vida is attributed to maintaining English and Spanish from the very beginning," Bender said. "Basically, we're glad everybody is following in our footsteps."

Stockton Mayor Edward Chavez likewise appreciates the introduction of the new channel.

"Cultural target marketing fosters a sense of belonging and promotes community," he said.

Contact reporter Joe Goldeen at (209) 546-8278 or jgoldeen@recordnet.com

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Copyright (c) 2006, The Record, Stockton, Calif.

Distributed by Knight Ridder/Tribune Business News.

For information on republishing this content, contact us at (800) 661-2511 (U.S.), (213) 237-4914 (worldwide), fax (213) 237-6515, or e-mail reprints@krtinfo.com.

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Source: The Record

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