Azteca America Focusing on Soccer, Digital Content for 2014-15 Season

NEW YORK: Azteca America, a subsidiary of Mexican broadcaster Azteca, has unveiled a programming strategy that includes a strengthened soccer lineup and new partnerships with digital-content leaders.

Among the soccer news was the return of Mexican team Santos to Azteca’s Liga MX lineup, along with the creation of the new sports franchise Friday Night Futbol, which will air two live prime-time matches every Friday. On the digital side, the network has teamed up with Youtoo Technologies, a social TV platform that allows viewers to participate in programming from virtually any location. Azteca is also bringing its multi-channel network IrreverenTV to the U.S. That project features digital content produced by established vloggers and is aimed at a Millenial audience.

Programming will include a mix of new originals and returning shows. The novela Las Bravo is a super production centering on a woman and her three daughters who must manage a strip club for men after the family patriarch dies. The comedy format El Club del Chiste follows comedians on and off the stage, while the new awards program Premio Mujer seeks to recognize the achievement of Hispanic women in the U.S., with winners being nominated and chosen through social media.

Returning shows include the music-based reality show La Academia Kids, the celebrity-news program Ventaneando, the morning entertainment show Venga la Alegria and a revamped version of the news show Al Extremo.

Additional news presented at the network’s Upfront include the announcement that Azteca America is evolving into Azteca, the network’s official brand, as well as the creation of the Azteca Station Group, which operates in nine of the top 10 Hispanic markets.

“Each of the stations will be resourced to execute national promotions at the local level,” said Enrique Perez, the executive VP of stations. “All of our national programs and platforms will now feature local extensions and marketing solutions designed to generate traffic and drive sales for advertisers in the biggest Hispanic markets in the country.”