A Milestone Year for ONCE Mexico

This year, ONCE Mexico International is celebrating its 20th anniversary in US. General Manager Carlos Brito Lavalle talks about  changes over the years at the network, and beyond.

How does reaction to programming differ in the US from Mexico?

Content is the king so what keeps us relevant is our original programming either for the local signal in Mexico and the curated line-up for the international signal in US. I think the difference is that here we reach to a more diverse audience of Hispanics interested in Mexico’s traditions, gastronomy, and natural beauty. Therefore, Once Mexico International is a reference point of Mexican culture for all Spanish-speaking families in the United States, while in Mexico we try to attract people who generally don’t watch TV.

A woman was elected president of Mexico. How will this affect the conversation about diversity, gender equality and inclusion within the media industry?

Mexico is a country where women have long suffered systemic violence, inequality, and cultural barriers so having a woman at the highest political level certainly sends a powerful message to the women and girls across the country, inspiring new possibilities for their futures. It is Mexico’s policy proposals, and their implementation, that will determine its impact on gender equality and inclusion not only in the media industry but also on the economic and political arena. On the other hand, for the United States, this milestone could serve as a catalyst for a renewed focus on the bilateral cooperation between both countries for gender equality and its internal battles for reproductive rights and gender diversity. One thing is clear, Mexico’s first female president will reflect on the benefits of diverse leadership and it could influence the political arena, encouraging a more inclusive approach. It will serve as a reminder of the importance of having a more equitable and cooperative world. That said, I see a strengthened Once México leading the dynamic TV industry with a growing, diverse, and receptive audience for programs that are increasingly pluralistic and adapted to our changing reality.

How has programming changed over the years?

At Once Mexico Internacional we understand the importance of communicating with our diverse audience, listening carefully to what is happening in the world, and ensuring meaningful connections between content and multicultural audiences in the United States. In these 20 years Once’s international television signal has evolved and positioned as Mexico’s cultural channel in US, and the only multiplatform digital channel from Mexico that offers the highest quality of educational and cultural content, and high social values, which highlight Mexico’s outstanding cultural heritage, such as its traditions, gastronomy, natural beauty, diversity, and plurality, among other things.

 

Related Stories

Cynopsis Digital Out of Home 07/24/24: Global LED billboard market forecast to hit $7.3 billion by 2031; Amazon’s Audible launches massive AR campaign

Wednesday July 24, 2024 The “DPAA 2024 Omnichannel Decision-Makers Study,” conducted by Advertiser Perceptions and sponsored by Kochava, found that eight in 10 respondents will recommend digital-out-of-home to be part of their media plans over the next 12 months, with 96% of marketers and agencies planning to increase or maintain spending in the next 12 […]

07/24/24: Cynopsis Jobs

jobs8

ASSOCIATE, GLOBAL LICENSING & DISTRIBUTION HEARST MEDIA PRODUCTION GROUP CHARLOTTE, NC Coordinate and execute asset delivery to content distribution partners and assist with ideation and execution of marketing campaigns with channel partners as well as capture, analyze, and report viewership data. You will also follow and report on industry trends and create weekly programming schedules […]

07/22/24: Cynopsis Media Tech Update

Video advertising

Monday July 22, 2024 The faulty Windows update from cybersecurity firm CrowdStrike that caused a massive IT outage on Friday may not have been a cyberattack, but bad actors were quick to jump in and take advantage of the event. Cybersecurity agency CISA reported “phishing and other malicious activity” amid the blue screen errors. About […]

CynCity

Cynsiders