Semillitas Connects with Spanish-Speaking Youngsters

SOMOSTV’s president and CEO, Luis Villanueva, talks to TV Kids about the mission and international reach of the Spanish-language preschool network Semillitas.

***Image***TV KIDS: How did the idea for Semillitas come about, and how has the channel grown since its launch?
VILLANUEVA: We launched Semillitas as a channel in 2010, based on our analysis of the Spanish-language TV market and our research with U.S. Latina mothers. That’s when we conceived the idea of helping parents preserve the Spanish language and Hispanic traditions for children ages 0 to 5, [which is the age range] where you have to plant the seed of Spanish before they’re enrolled in formal education. Parents know that once in school, their children will speak English and share popular culture [with their peers] in that language, so it’s very important for them to try to preserve Spanish at home. All parents, including those in bicultural and English-speaking households, are aware of the advantages that come with being bilingual in the U.S.

Once we decided to launch the channel, we selected animated series from the best brands in the market. The channel’s cultural relevance is emphasized in its in-house graphics package and interstitials, which we use to maintain that link with our culture, songs and childhood games.

The channel has grown rapidly since its launch and is now present among major cable companies and telcos in the U.S. and Puerto Rico, in addition to expanding into new communities within the Hispanic market. The appeal of Semillitas is so great that it became the first SOMOSTV network to be expanded internationally. It can currently be found on cable TV in Panama, Guatemala, El Salvador, Costa Rica and Honduras, and it’s likely that it will be rolled out in Mexico and further Caribbean countries.

TV KIDS: In an increasingly competitive market, what strategies have you implemented to differentiate Semillitas from other kids’ networks?
VILLANUEVA: We view Semillitas as a channel that is fully produced for the Spanish-speaking community. It’s not a translated channel, in the sense that there are networks that are simply [extensions] of an existing channel, only that they air in Spanish. We carry out a lot of research on our content and on the direction we give the channel, and we also maintain ongoing conversations with childhood experts in order to better support parents in their children’s education. The channel is completely free of violence and broadcasts a large variety of titles, elements that provide an excellent value for the customer.

Moreover, Semillitas has [extra functions that] are used to entertain children with special needs via audio narrations of the visual action and dialogue. We are really satisfied with these means of reaching a segment of our audience that requires special attention.

TV KIDS: What are some of the network’s top shows?
VILLANUEVA: Semillitas includes in its prestigious catalogue animated series such as Chloe’s Closet, about a 4-year-old girl who loves to transform into different characters without leaving her room; Bo on the Go!, which is the story of a curious and energetic super heroine who with her friends motivates kids to imitate her through a variety of movements; Olivia, an animated series full of positive characters and story lines; and Brainy Baby, which offers little ones basic educational lessons on letters, shapes and animals, all in a fun environment.

Other highlights include Monkey See, Monkey Do, whose songs have children jumping and dancing [in front of the TV]; The Hoobs and Dive Olly DiveLunar Jim, which promotes problem-solving, persistence, creativity and cooperation; and Guess with Jess, a series that answers questions related to science and nature.

When licensing [animated series], we evaluate their credentials and recognition, and at the same time we also produce our own original content, which has the function of being culturally relevant to the Hispanic market and is very successful as part of our on-demand offer.

Semillitas requires a very intense programming and production effort, as well as hefty research to maintain its on-air freshness and competitive edge.

TV KIDS: Does the network use digital extensions or apps to reach today’s youngsters?
VILLANUEVA: Semillitas has a very appealing online presence, including a website hosting special content and educational games. It also implements a lot of activity on social media and its content is available for mobile platforms and on demand, which acknowledges the audience’s new content-consumption habits. Right now, we are producing even more digital elements and apps that we hope will expand [the network’s] scope, the reach of its content and its cultural mission.

TV KIDS: What does Semillitas have in store for the rest of 2016? What are some of the channel’s long-term plans?
VILLANUEVA: For us, the future is all about growth, along with continuous improvements in terms of content and presentation. Our goals are to further expand the channel both internationally and within the U.S., as well as to strengthen its presence in the world of new media. Semillitas is a very special product and [it gives us] a lot of professional satisfaction to be a part of it.