Verizon Offers Free Year of Spanish Programming

Innovative FiOS TV Lure Targets Ethnic Groups

In an innovative twist in telco TV sales and marketing, Verizon Communications Inc. (VZ) is offering new customers a free year of Spanish programming, a savings of $140, if they sign up for FiOS TV before November 7.

Verizon today announced availability of the offer in several areas, including Rhode Island.

The move stands out in a seemingly dizzying environment of TV promotions because it focuses squarely on an ethnic group as opposed to general discounts, free months of general service, consumer product giveaways and even cash back offers.

And with the Spanish-speaking representing a huge and fast growing subset of the U.S. population, targeting TV sales and marketing efforts to this group would seem to make big dollars and sense.

The Verizon Spanish Language package consists of 25 channels offering diverse programs on ESPN Deportes, Gol TV, CNN en espanol, Discovery Familia and Toon Disney en espanol, and other family favorites, including movies.

“FiOS TV has a unique and diverse channel lineup,” said Bob Driscoll, Verizon vice president of Northeast region sales, in prepared comments. “The Spanish Language Package offers a broad range of content of interest to the Hispanic community, giving our customers a variety of programming choices.”

The telco says movie enthusiasts will have access to De Pelicula, a channel featuring the most popular contemporary and classic movies; De Pelicula Clasico, which features classic films from the 1930s, 1940s and 1950s; and Cine Latino, offering documentaries, dramas and adventure films. Children, teens and the whole family can enjoy Sorpresa, a channel offering entertaining, educational and culturally relevant programming, adds Verizon.

The package also features channels such as La Familia Cosmovisio- with programming that honors Hispanic culture through music, kids programs and talk shows, according to Verizon. It also has Canal Sur, a source for news broadcasts and a variety of programs originating in Mexico, Central and South America, and the Caribbean.

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