Azteca America Unveils 2016-17 Programming

NEW YORK: Azteca America has revealed its 2016-17 programming lineup, which includes new interactive family game shows, adventure reality programs, drama series and Mexican soccer.

This year will see the return of the hit 7 p.m. family hour, La Hora Ganadora (The Winning Hour), with the debut of Ahora Caigo, a crossword-style game show. The 8 p.m. adventure reality block includes the new endurance-testing competition Desafío, which will be followed at 10 p.m. by the drama series Rabia, about a rabies outbreak. Those titles will be joined by the newsmagazine show Al Extremo and Primetime Futbol, two of the most successful franchises on Azteca America. Additional returning programming for the Spanish-language network includes Venga la Alegría, an entertainment series; Ventaneando, featuring celebrity gossip; the game shows Todo o Nada and Escape Perfecto; and La Isla, a Mexican reality program.

“Azteca America enters this upfront season on the heels of delivering its best March ratings in five years across all key demos in prime time,” said Manuel Abud, Azteca America’s president and CEO. “We have made good on all of last year’s promises and our ‘Game On!’ theme underscores our proven counter-programming strategy, further solidifying our position as an entertainment leader in the U.S.”

Margarita Black, the VP of programming at Azteca America, noted: “Azteca continues to build momentum as the destination for irreverent and exciting Spanish-language programming. This upfront marks a programming milestone for Azteca, with a truly comprehensive schedule of programming for viewers of all ages and interests.”

In other news, details have been announced for Azteca GlassWorks Studio, an in-house digital content provider specialized in creating multiplatform “stories” for advertisers. The channel also announced its participation in both digital and TV programmatic platforms, with specific details to follow in the coming weeks. In addition, Azteca will be incorporating Real-Time Participatory Media (RPM) technology into its programming.

“Through customization and implementation of a more efficient and effective strategy across multiple screens, we are doubling down on consultative selling,” said Craig Geller, Azteca America’s executive VP of network sales and digital. “As a network, we have invested in delivering the strongest selection of content, marketing and distribution platforms, all in an effort to better understand and address the ever-changing needs of our viewers and advertisers. Azteca GlassWorks Studio, programmatic buying and RPM are specifically designed to evolve with the changing marketplace and the future of digital marketing.”