• by David Goetzl  @dgoetzl, April 30, 2007

Looking to extend the reach and profile of its Hispanic-targeted programming, Discovery has inked a deal to offer an hour-long, prime-time block on Azteca America.

The Spanish-language programming, which appears Sundays at 10 p.m., falls under the Discovery en Español banner. The shows include programs from the Discovery library, such as "Factor Desconocido," which delves into the truth behind the paranormal, plus several from around the globe repurposed for U.S. Hispanic viewers.

Discovery en Español, part of Discovery Communications, is a dedicated channel that offers content appealing to U.S.-based Spanish speakers. Discovery says the network posted the largest prime-time ratings gain last year of any U.S. Hispanic network, marked by a 50% increase among adults 18-to-49.

Discovery Networks U.S. Hispanic Group will offer ad opportunities for the hour-long Azteca block, possibly in package deals with Discovery en Español. In addition to prime time, the Discovery link with Azteca extends to children's programming on weekends, with Discovery Kids en Español offerings available on Saturday and Sunday mornings.

"The success of Discovery en Español demonstrates that U.S. Hispanics are increasingly hungry for a wider variety of viewing alternatives. Extending our content to Azteca America ensures that more Spanish-speaking consumers in the United States will now have access to Discovery's world-class programming," said Luis Silberwasser, senior vice president, general manager at Discovery Networks U.S. Hispanic Group.

Azteca America, which wants to build inroads in the U.S., could benefit both from Discovery's brand recognition and programming offerings. "The agreement is a win-win situation," said Adrian Steckel, CEO of Azteca America. "It offers our growing audience and distribution network the best of Discovery en Español."