Channel Profile: Discovery Familia

MIAMI: Discovery Familia is looking for programming that speaks to Hispanic moms to fill prime time, according to Bilai Joa Silar, VP and channel director of Discovery Networks U.S. Hispanic Group.

The service has been redesigned to reflect and speak to the needs of Hispanic women. The new positioning of the channel is reflected in Nuestros hijos (Our Children), a series of informative on-air segments hosted by Jeannette Torres-Alvarez, early childhood expert, wife and mother and the network’s new brand ambassador. 

ON THE RECORD: BILAI JOA SILAR, VP & CHANNEL DIRECTOR

How do you schedule the channel from morning through late night, Monday through Sunday?

6 a.m.-8 p.m.: During the day, the network provides a fun, safe and educational co-viewing experience for children and their moms with Discovery Kids en Español programming. This targeted block prepares preschoolers for the real world by sparking curiosity, encouraging independent thinking and creating life-long learners with shows such as Milly Molly, Princesas del mar and Mister Maker.

9 p.m.: My Kids—Shows about parenting such as Dulces Sueños.

10 p.m.: My Home—All about the home, including cooking and decoration with shows such as Chef a Domicilio.

11 p.m.: My Time—Shows dedicated to enrich the lives of Hispanic moms, including topics such as lifestyle, fashion and beauty (i.e.: Espacio Vital).

Are you acquiring content from the international market?

Yes, we acquire content from Latin America, U.K. and Australia.

Are you buying second-run content from within the U.S.?

We buy first-run content in Spanish only.

What is your approach to commissioning new productions from U.S. producers?

At Discovery Familia, we are always looking forward to high-quality productions that answer the needs of the Hispanic moms living in the U.S. and her preschoolers. We favor shows that enrich her life and speak in the tone of a girlfriend that you trust to give you advice and can lean on for support. All ideas for new shows are processed through our portal: producers.discovery.com

Do you have any blocks or slots you are looking to fill?

We are always looking for new content, particularly for our prime time targeting Hispanic moms that are about parenting, lifestyle or home and décor.