Discovery’s Victor Parada Thinks Beyond the :30 - Interview

Since taking over advertising sales for Discovery Communications’ portfolio of Hispanic networks in the U.S. in 2005, Víctor Parada has been instrumental in getting more advertisers onboard with media buys that go beyond the traditional 30-second spot. Although the network didn’t hold an upfront presentation this year, Parada spoke to Hispanic TV Update during upfront week in New York about his network’s record-breaking ratings in primetime and about the art of integrating clients’ brands into programming. An edited transcript follows:
Q: Why did Discovery decide not to hold an upfront presentation this year?”*

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