*Williams Worldwide Extends DRTV Reach in Latin America
In order to reach the increasingly profitable Latin American market, DRTV marketers cannot simply buy more media time for their spots and infomercials as they can in the United States. Because of economic and operational differences, agreements must be reached directly with television networks, not with satellite or cable operators. This is a much more arduous process and has necessitated the invention of secondary infomercial networks that distribute their inventory in key regions of Latin America.
The Williams announcement came just a few weeks after its competitor in the realm -- Thane Inc.'s Latin American infomercial network, Pan LatinoTV -- announced that it, too, had signed an agreement with ESPN and CBS-Telemundo.
In a little more than a year, Media Uno has reached agreements with 18 distributors in the region and has increased its coverage of the area to 100 percent of available cable households.