By Denny Alfonso • 11 December 2023 • 4 min read •
Ivy Liu
It’s no secret that the Hispanic population in the U.S. is experiencing steady growth. For brands, it is obligatory to win over their purchase intentions, especially during the holiday season when Latinos tend to extend their list of expenses to accommodate everything for the home.
Major chains like Target and Walmart have long closely followed Hispanic consumer behavior patterns. Following in their footsteps is Amazon, which finds an essential niche of customers in this demographic. These three companies are investing in streaming services, including Canela Media, sponsoring special programming developed for the Hispanic family’s television viewing.
We spoke with Oswald Méndez, CMO of Canela Media, who talks about the productions made for these holidays and how supporting brands are included in their plans for 2024.
This interview has been condensed for clarity
Canela is developing an important programming for the holidays. What has it focused on to capture Latino viewers at the end of the year?
Our holiday content strategy is focused on creating curated collections for the entire family to celebrate the season. These collections will certainly delight our viewers: from new and classic holiday movies, content for kids, new musical originals, a faith-based collection, and beyond the holiday festivities, we also review the best of the year with our daily program of entertainment, news, and sports. It’s a celebration of Latino culture that connects with our audience in a real and authentic way.
We are bringing back our anthology series, Amor en Navidad, for a second season with four new holiday movies on Canela.TV, featuring some of the biggest Hispanic media stars such as Carlos Ponce, Fabiola Campomanes, Marjorie de Sousa, Gonzalo García-Vivanco, África Zavala, Rodrigo Guirao, and Cecilia Galliano.
Canela Music will brighten the holiday spirit with selected playlists that the whole family can sing and enjoy in the collections of ¿Se Arma el Karaoke Navideño? and Unos Corriditos Decembrinos. Our audience can celebrate with a new original holiday special from Canela Music, with exclusive performances in the “Regional Wonderland.”
Within the Canela.TV app, Canela Kids offers content specifically made for children during the holiday season with the program Celebrate the Holiday. This includes timeless Christmas stories through original Christmas Tales such as “Hello, I’m Rudolph!”, “Here comes Santa!”, “The Three Wise Men” and much more. Children can also join Franklin and his family as they embark on a journey to the North and South Poles with a polar bear as their host in Franklin and his Friends: Polar Explorer.