Wharton Grad Will Help Comcast Target Hispanic Audiences

Javier Garcia is Comcast's new vice president of multicultural services.

Javier GarciaComcast has named a Wharton grad as its new vice president and general manager of multicultural services.

Javier Garcia joins the company from Yahoo, where he was the general manager of the company’s U.S. Hispanics division. He’ll be tasked with developing “competitive pricing, positioning and marketing strategies” aimed at the domestic Hispanic and Latino markets.

“His proven track record serving the U.S. Hispanic and Latin American markets will help ensure we continue to deliver compelling products and bring dynamic multicultural content to Xfinity customers, wherever and whenever they want it,” said Marcien Jenckes, Comcast’s executive vice president of consumer services for comcast cable.

In an interview with Huffington Post last year, the Columbia-born Garcia explained why big digital companies are taking aim at Hispanic audiences.

When you compare the U.S. Hispanic market versus the U.S. general market, Hispanics tend to embrace and consume more, so they’re generally over index in a lot of things. They also behave a lot like the general market, but in general terms we see a more engaged type of audience. For example, Hispanics may be enjoying “American Idol,” but they also may be going to Yahoo! Colombia or Yahoo! Argentina for the latest news. So it’s like this mix that you really need to know how to program towards….

In general, Latinos are more social so they tend to share more, vote more, participate more so we see our indexation of that. In particular, with some programs we’ve seen more content sharing as well.

Comcast says it has launched a number of efforts aimed at the multicutural audience in the last three years, including the creation of new websites — www.xfinity.com/asia, www.xfinity.com/black, www.xfinity.com/latino and www.xfinity.com/lgbt — “designed to help its diverse customers find and discover relevant programming and content.”