Discovery's New Network, Hogar de HGTV, Celebrates Hispanic Talent in the Home and Food Space
This past June, under COVID-19 quarantine conditions, Discovery, Inc., launched Hogar de HGTV, an all-new, Spanish- language network dedicated to Hispanic audiences with a focus on the home and food genres. As we celebrate Hispanic Heritage Month from September 15-October 15, Hogar de HGTV is a milestone for Hispanic TV, and one that is worth examining as the cable industry strives to include more Latino and diverse voices on and behind the screen. Yesterday during the virtual Hispanic TV Summit, Eileen Piñeiro, Senior Channel Director for Discovery U.S. Hispanic (a division of Discovery, Inc.), described Hogar de HGTV as "the only destination for food and home enthusiasts in Spanish-language television," and one that is specifically curated and packaged for Hispanic audiences.
Hogar de HGTV joins the Discovery U.S. Hispanic established portfolio, which includes Discovery en Español and Discovery Familia. As a known leader in the lifestyle space, Piñeiro explained that Discovery realized there was an amazing opportunity to launch a new network like this given the popularity of the home and food genres that Discovery is lauded for. Discovery also acquired Scripps Networks in 2018, which helped to strengthen their already abundant library of food and home content for Hispanic audiences. Hogar de HGTV features a mix of content from HGTV, the Food Network, and other Discovery lifestyle brands, as well as original productions. “With Hogar de HGTV, we are innovating to meet [Hispanic] viewers' interests and demands," said Piñeiro.
Antonio Rojas, Head of On-Air & Creative Services at Discovery U.S. Hispanic, added," In today's competitive landscape, we were extremely thoughtful in how we chose to position Hogar HGTV. It is about complementing, not cannibalizing. Hogar de HGTV was integrated harmoniously into our portfolio."
Rojas also shared that the Discovery crew had the unprecedented task of launching a network amid a global pandemic. Work had to shift to a remote environment. In fact, the first original production that the network released was Chef a Domicilio, which was originally going to be produced in a studio before the pandemic hit. The show is essentially a cooking competition, with 50 well-known chefs vying for first place. The show was shot remotely, with celebrities cooking from their homes. The network dropped off the ingredients for each of the talent to use for the competition. "We had amazing results [with the show], and it was relevant to the times we are living in," said Michela Giorelli, Vice President of Production and Development at Discovery U.S. Hispanic.
An upcoming home decorating show is also being shot under COVID-19 protocols. Well-known home designers will help guide Hispanic families in redecorating a space inside their homes. Hispanic families who have been impacted financially by the pandemic are being selected for the casting. "Keeping talent and crews safe is our first priority, so we are finding creative and novel ways to continue to bring fresh content to Hogar de HGTV,” said Giorelli.
Giorelli remarked that one of the essential elements of Hogar de HGTV is the original production. "There is so much Hispanic talent in the home decor, real estate, and culinary space. We are proud to provide a new platform to showcase the richness and diversity of the Hispanic culture … What we are going to see in Hogar de HGTV are relatable, authentic Hispanic characters passionate about real estate, renovation, home improvement, cooking, and baking," said Giorelli. "We also have amazing Latino entrepreneurs, owners of restaurants, food trucks, construction and design companies. So much Hispanic talent out there ready to be discovered."