• Mediaweek, Tuesday, May 16, 2006 10:45 AM

Spanish-language TV networks are targeting $1.8 billion in upfront sales as the buying season gets underway this month--and they plan to help reach that goal by expanding content offerings beyond “staples” like soap operas and sports, Mediaweek reports. “For too long, there have been very few options,” says Luis Silberwasser, senior vice-president of Discovery Networks’ Hispanic group. “We’re going beyond what’s always been there, programming genres that are new to the Hispanic marketplace.” Even with a growth rate estimated by TNS Media Intelligence as almost twice that of the average for other media, there is room for more, notes Lisa Torres, group account director at MPG Diversity: “Of the [top] 250 advertisers, more than 100 spend less than 1 percent of their budgets” on Hispanic-targeted media, Torres says.

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