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Cable Technology Feature Article

May 26, 2011

Verizon's New Website Gives Hispanics a 'FIOS Overview'

By Mini Swamy, TMCnet Contributor

According to the latest market research, Hispanics are becoming more tech-savvy and are increasingly relying on home broadband connections. Verizon's (News - Alert) all-fiber-optic FIOS is geared to meet this increased demand for bandwidth and has introduced an interactive website that enlightens customers about the advantages of FIOS.

The website – EnciendeteFios.com – is expected to help consumers make the right choice about the bundled package that best suit their needs. The website goes beyond merely translating existing content into Spanish, for it educates, informs and interacts in a culturally relevant way.

"We wanted to create a unique online destination that provides pertinent information to Hispanic consumers," said Oscar Madrid, director of multicultural marketing at Verizon, in a press release.

"This new website demonstrates Verizon's commitment to delivering a premium online experience for our Hispanic consumers, and our promise to offer a superior entertainment experience."

Created to be user-friendly, EnciendeteFios.com complements Verizon's existing Espanol website by providing an interactive experience and highlighting the role of FIOS in their lives.

As the site provides an option for viewing content either in English or Spanish, consumers can enjoy the customer portrayals and testimonials in the language they are comfortable with. The 'Opiniones' tab introduces the customers to real-life stories about how people have been impacted with FIOS.

Elaborating on the purpose of the site, Madrid said, "Providing Spanish-speaking consumers with in-language information is important, but merely translating our existing content to Spanish was not enough. In order to fully connect with this important base of consumers, we needed to create an educational and informational site that would resonate with them at a functional and emotional level.”

In a related news release, in order to meet the growing demand for international and foreign-language programming, Verizon has added five more Spanish-language channels to its FiOS (News - Alert) TV lineup. The new channels - CentroAmerica TV, Latele Novela Network, Pasiones, Teleamazones Internacional and Vme Kids - expand FiOS TV's extensive Spanish-language offerings, which now include 39 of the most popular channels available.

Mini Swamy is a contributing editor for TMCnet. To read more of her articles, please visit her columnist page.

Edited by Rich Steeves