September 24th, 2012
In a Sponsored TV Show, ‘H’ Is for Hispanic … and Heineken
By Stuart Elliott
New York Times
A cable channel devoted to Hispanic viewers is scheduled to present a special show on Saturday evening that offers another example – this time with a Spanish accent — of the popular marketing trend of branded entertainment.
Branded entertainment involves embedding products in program content to avoid the fate of traditional commercials, which can be zapped or zipped through by viewers as they try to avoid paid pitches. In the show on Saturday night, as is increasingly the case with branded entertainment projects, the selling is done discreetly rather than in your face.
The special, which will be shown on the Discovery en Español channel at 10 p.m. on Saturday, is the documentary-style “Gen H,” for “generation Hispanic.” The program looks at the lives of three young Hispanic people — a chef, a rock musician and a gallery owner — trying to achieve success in the United States.