• by David Kaplan , November 29, 2004

The spot cable rep firm National Cable Communications (NCC) is continuing to expand its efforts to build its presence within the Hispanic marketplace with the signing of an agreement with Azteca America's largest affiliate group, Una Vez Mas, to handle its national spot advertising business for Azteca America in five Cox Communications markets on the West Coast.

Azteca America is an over-the-air broadcast network, and this will mark the first time that NCC will represent broadcast entities. All national spot advertising will appear on both the over-the-air broadcasts, as well as on the Cox Communications cable systems.

"Working with NCC's nationwide footprint gives us access to all advertisers looking to reach the fastest- growing segment of consumers," said Mark Paretchan, president of ad sales for Una Vez Mas. "NCC has done an outstanding job of increasing its multicultural efforts, and has hired some of the most experienced multicultural experts in the advertising industry."

Azteca America is the second-largest producer of Spanish-language television programming in the world, producing more than 8,000 hours of original programming each year. Programming includes two live daily news shows from Washington, D.C., a range of entertainment and reality shows, and the popular first division Mexican Soccer League.

Earlier this year, NCC expanded its multicultural efforts with the opening of a Miami office dedicated to this segment, while also adding multicultural specialists in its New York, Los Angeles, and Dallas offices.