New net Discovery Familia, aimed at Hispanic mothers and children in the US, is positioned to enter the 2010/11 upfront season as a strong contender in the US cable universe.
On the kids side, the net offers Spanish-language preschool programming geared targeting Hispanic children under the age of five, which make up a full 25% of the under-five demo in the US. Daytime programming will offer an educational co-viewing experience for children and their moms with Discovery Kids en Español programming the daypart, including Spanish-language versions of Milly Molly and Princesas Del Mar.
The kids programming is hosted by Doki, an animated figure who embodies the philosophy of learning and discovery. The network’s online platform www.discoveryfamilia.com, which is also getting a makeover, will allow a number of singular opportunities for advertisers.
During the latter part of the day, the network will deliver a mix of non-fiction programming comprised of genres such as parenting, home and lifestyle aimed directly at Hispanic moms.
The network is gearing-up for a high-profile consumer push in its fourth quarter, featuring a new on-air look, logo and programming, reinforced by a national campaign that will include marketing, advertising and public relations.