CNN rebrands its Spanish-language feeds

It will customize shows for U.S., Latin America and Mexico

CNN en Espanol is revamping its programming in a bid to capture the burgeoning U.S. Hispanic market and customize shows for its three feeds, Mexico, Latin America and the U.S..

“To date, programming has been uniform across all feeds, which didn’t make sense,” said Cynthia Hudson, VP and general manager of CNN en Espanol and Hispanic strategy for CNN/U.S.

As part of the changes, news program “Aristegui” anchored by Mexican-born Carmen Aristegui, will mainly air in Mexico where the issues discussed will have more relevance than to viewers in Argentina.

The Spanish-language news web is also unveiling a Miami-based production hub and state-of-the-art studio in Atlanta. Changes effective Nov. 22 include a completely redesigned branding package comprised of a new logo, tagline, music and marketing campaign.

Launched in 1997, CNN en Espanol reaches just over four million households in the U.S. compared to 25 million cable and satellite households in Latin America.

“We are surrounded by opportunity in the U.S. and are working to assure we are best positioned to seize upon these opportunities,” said Hudson.

Popular shows including “Directo USA,” “Encuentro” (Encounter) and “Panorama Mundial” (Global Panorama) will be expanded to an hour. New programs include female-targeted “Noti Mujer,” (Women’s News), “Showbiz,” “Europa Hoy” (Europe Today), “Documentales” (Docus) and “CNN Dinero” (CNN Money).

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