First Hispanic Branded Entertainment Firm Opens
Pablo Trench and Hector Prado have joined forces to open the first Hispanic branded entertainment company in the Hispanic marketplace, The Lab (www.thelabideas.com).
Miami, FL (PRWEB) February 15, 2005 -- Pablo Trench just resigned as VP
Managing Director of Promofilm US, a renowned television production company
which produces Spanish language shows for Telemundo; and Hector Prado resigned
as Creative Director of Zubi Advertising, one of the largest independent
Hispanic advertising agencies. Together, they are forming a new company, The Lab
(www.thelabideas.com),
that will take advantage of convergence opportunities between advertising and
entertainment in the US Hispanic market.
Their move acknowledges that the
US is going through a sea of change in its ethnic composition, urban
concentration and language usage; at a time when Advertising itself is also
going through dramatic change in the ways companies and brands interact and
connect to consumers. “Brands are eager to break the mold of 30-second
commercials and find new ways to express themselves” affirms Hector Prado,
founder-creative director at The Lab, who could be reached at his new
boat-office at (305)428-3932. The paradigm has shifted from intrusion to
invitation. It is not enough anymore to interrupt the favorite show with a
30-second commercial, now advertisers face the challenge to create original
content that consumers want to watch due to its high-entertainment value.
Today, consumers embrace choice and decide whether to invite advertisers
to the new media world they control. Relationships with brands become more
intimate, participative and one-on-one. Technology is also changing the way
audiences consume media. The proliferation of TiVo and PVR’s (Personal Video
recorders); VOD (video on demand); satellite radio; videogames, Ipods and other
new technologies are making the communication between brands and consumer a
two-way street. Brand messages must engage audiences and be more interactive.
Moreover, Hispanics over-index on entertainment consumption (media usage, movie
visits, TV purchases, home theater, Satellite TV, etc.). Their actively social
nature coupled with their extended families, makes Hispanics a key driving force
for the early adoption of new entertainment opportunities.
Like in the
general market, the Hispanic media landscape is mushrooming and fragmenting into
better defined niches. From only two big networks a few years ago (Univison and
Telemundo), now audiences have two other networks to choose from (Telefutura y
Azteca America), multiple Spanish cable channels (Galavision, ESPN Deportes FOX
Sports, Gol TV, Discovery en Español. The History Channel en Español, HBO
Latino, CNN en Español, etc.); new emerging English cable networks (mun2, SiTV,
LATV and VOY); and numerous international channels from their home country in
satellite TV. This is without counting the hundreds of radio stations, print and
websites targeting the Hispanic population.
As a result of all these
changes, advertisers are facing an increasingly complex and clutter advertising
environment. “The only way to convert this crossroad into an opportunity is:
first to create 30-second commercials that are much more entertaining; and
second to explore new non-traditional venues to connect with consumers at an
emotional level.” says Pablo Trench, founder-CEO of The Lab.
While the
Hispanic market continues being a strong shaping force of our pop-culture in the
US, through music, arts, fashion and entertainment, the US Hispanic marketing
industry is awakening and adapting to the unknown challenges and rich
opportunities ahead. The opening of The Lab is a new step into this direction.
They can be reached at (305)428-3932 or at www.thelabideas.com.
# # #
Source : http://www.prweb.com/releases/2005/2/prweb208038.htm