With Hispanic Heritage Month starting today and running through Oct. 15, Comcast and Cox Communications have ramped up their on-demand offerings to mark the occasion.
Starting today, Comcast introduced its first multi-platform Hispanic Film Festival, which is free to its Xfinity digital customers in both VOD and at a dedicated website.
The festival features 20 Spanish-language award-winning and independent films from Latin America and Spain.
"We assembled this collection of highly acclaimed films to give Hispanic customers even more relevant choices to enjoy on Xfinity TV, all available for free to view whenever and however they want," said Marcien Jenckes, senior vice president and general manager of video services for Comcast. "Comcast is dedicated to serving the Hispanic community with superior content and tailored programming on multiple platforms."
The programming also includes profiles on famous Hispanic performers, such as Salma Hayek and Jennifer Lopez; award-winning movies; and genres such as music, food and history.
In order to help win approval of its $30 billion majority stake in NBCUniversal, Comcast agreed to add more Hispanic programming to its channel lineup. In July, Comcast announced it was expanding the carriage of eight Hispanic networks by approximately 14 million subscribers.
In addition to highlighting Hispanic programming on VOD, Cox Communications also committed to airing educational public service announcements (PSAs) as part of its partnership with The League of United Latin American Citizens (LULAC).
Cox has committed to donate $500,000 worth of broadcast time to an educational PSA that will run throughout the year. LULAC's PSA was designed to raise awareness of the importance of Internet access in a child's education and highlights the fact that 77 percent of teachers K-12 assign homework that requires Internet use.
"We are proud of the partnership with Cox Communications and its dedication to providing Internet, phone and television service to the Latino community," said Brent Wilkes, LULAC's national executive director. "Our goal is to empower our communities with Internet access for important tasks such as school work, job training, job searches, managing money and English language courses."
The campaign will run in Cox's Arizona, California, Las Vegas, Oklahoma and New England markets.
This month also marked the launch of Cox's new marketing campaign that includes popular personality Yarel Ramos.
Cox digital customers can look for Hispanic-related programming in the company's "Top Picks," as well as the "Movies on Demand" section. Programs range in price, starting at free or for as little as $1.
"Cox is deeply committed to offering a rich diversity of educational and entertaining programming, such as the influential and award-winning selections that celebrate Hispanic heritage," said Bob Nocera, director of new video services at Cox. "It gives our customers an opportunity to revisit favorite titles, or explore a new genre of programming, with the convenience of on-demand."