Comcast Cable Launches New Hispanic Programming Packages
Programming Options Connect Hispanic Customers to a Variety of Entertainment and Information(PHILADELPHIA, May 5, 2003) – As part of its commitment to connecting people with what's important in their lives, Comcast, the country's leading cable and broadband communications provider, today announced the launch of new Spanish-language programming packages that bring a wide range of entertainment and information to the Hispanic community.
The new packages, which will be introduced beginning this month, were created based on customer feedback about the needs and lifestyles of the growing Hispanic consumer base. They expand programming offerings to include more highly valued Spanish- and English-language video and audio channels and include a variety of movies, sports, family and educational programming. Networks offered include Cine Latino, CNN en Español, Discovery en Español, Fox Sports en Español, HTV Música, MTV en Español, Toon Disney, TVE Internacional, Utilísima and VH Uno. In addition, the packages include 13 Spanish-language music channels and 40 audio channels. No long-term contracts are required to access the services.
“We wanted to ensure that our programming options reflect the diverse interests of our Hispanic customers,” said Dave Watson, executive vice president of Sales, Marketing and Customer Service for Comcast. “These packages do that by offering more variety and choice, while delivering the value and service that customers expect from Comcast.”
The Hispanic packages are being launched this month in a number of the top Hispanic markets served by Comcast, including Albuquerque, Atlanta, Boston, Chicago, Dallas, Denver, central California, Los Angeles, Miami and San Francisco as well as other markets. Packages and pricing are determined locally and include CableLatino, CableLatino Optimo, and CableLatino Completo, as well as a la carte options. The company also plans a broader rollout of Hispanic programming in other markets later this year.
More than 37 million Hispanics live in the United States, and there are about three million Hispanic households within Comcast markets. To better address and serve this growing community, Comcast has committed significant resources, including hiring Mauro Panzera to lead its multicultural marketing team. Panzera is a veteran marketer with experience communicating with the Hispanic community. Castells & Asociados, a leading Hispanic advertising agency, has been retained to develop national marketing materials in support of the launch. Comcast also is expanding its Spanish-language customer service capabilities to include dedicated bilingual call-center representatives and customer collateral, such as welcome kits.
When customers sign up for Hispanic programming, they will receive special installation offers and a digital box provided by Comcast at no additional charge in most markets, which offers access to the Hispanic programming package and to an interactive program guide with parental controls. Customers can upgrade their service as desired to include other advanced products and services available in their markets, such as digital cable and ON DEMAND, high-speed Internet service and HDTV.
This new programming initiative will focus initially on the top Hispanic markets in the Comcast service area, and other markets are planning to make the service available in the future. For more information about Hispanic programming or other Comcast products and services, please call 1-800-COMCAST.
About Comcast Cable
Headquartered in Philadelphia, Comcast Cable is a division of Comcast Corporation, a developer, manager and operator of broadband cable networks and provider of programming content. Operating in 17 of the United States' 20 largest metropolitan areas, Comcast is one of the leading communications, media and entertainment companies in the world. Providing basic cable, digital cable and high-speed Internet services, Comcast Cable is the company to look to first for the communications products and services that connect people to what's important in their lives. The company's 55,000 employees, in six divisions, serve more than 21 million customers.