• by Fern Siegel , May 19, 2008

ESPN's Spanish-language multimedia brand ESPN Deportes used last week's upfront to tout its multi-platform approach and new show initiatives. To provide a wide range of sports to Hispanic fans, the network has increased distribution; it also airs on digital cable in three markets: Los Angeles, New York and Miami.

 

However, the big gain for the network is being rated by Nielsen's Homevideo Index Hispanic (NHIH) Service, which estimates viewing in 12.1 million U.S. Hispanic households. Lino Garcia, general manager of ESPN Deportes, call it "our greatest accomplishment to date."

ESPN Deportes Radio, a 24/7 national Spanish-language radio network in the U.S., also extends the brand. ESPN Deportes Radio now has 26 affiliates nationwide, including four of the top ten U.S. Hispanic markets: Miami, Los Angeles, Phoenix and Dallas. The radio network is carried on Sirius Satellite Radio.

On the Web front, ESPNDeportes.com showed an 81% rise in unique users in 2007, while its video download service beat competitors. Fans viewed offerings more than 20 million times--a 150% increase over 2006. Plus, the company's five to eight daily podcasts were downloaded more than 1 million times on iTunes in 2007.

"The growth of each one of ESPN Deportes' platforms shows the success of the brand in taking a single product and showcasing it in an interactive way throughout all media," said Jeff Siegel, senior vice president of regional sales, direct response and emerging media for ESPN Deportes. "The more platforms we build for Hispanic sports fans, the more they will use them."

The network was quick to note its expanded program initiatives. New programs include "Miercoles y Viernes de Combate," a twice-a-week boxing show debuting in February 2009, and "South American World Cup Qualifying," which begins early coverage of soccer's most important event. ESPN Deportes will provide television and radio coverage of all 70 remaining matches of the 2010 South American World Cup June 2008 through November 2009.

Returning reality show "Dream Job: El Reportero II" begins anew in fall 2009. Aspiring sports broadcasters in major U.S. Hispanic markets get an opportunity to compete for a job as a "SportsCenter" reporter for the 2010 World Cup in South Africa.

Also, ESPN Deportes and Cultiva Entertainment reached a multiyear agreement in principal that makes ESPN Deportes home of the Caribbean baseball series. ESPN Deportes will offer exclusive Spanish-language coverage of the six-day tournament beginning with the 2009 edition from Mexicali, Mexico.

In addition to the new programming initiatives, the company announced various studio shows in development, including a magazine show modeled after ESPN's "Around the Horn." There will also be a sports-talk radio show from ESPN Deportes Radio studios in Miami simulcast on TV. Both launch this fall.