Seeking to expand its reach to the American-based Hispanic market, the Discovery Channel has partnered with Azteca America to offer programming in an hour-long, prime-time block on Azteca America. The programming block will be on Sunday's at 10 p.m. under the Discovery en Español brand.
Discovery claims that they had the biggest gains in prime-time among the American Hispanic population among any network serving the U.S. Hispanic community, with a large 50 percent growth in the key 18-to-49 demo.
"The success of Discovery en Español demonstrates that U.S. Hispanics are increasingly hungry for a wider variety of viewing alternatives. Extending our 
content to Azteca America ensures that more Spanish-speaking consumers in the United States will now have access to Discovery's world-class programming," said Luis Silberwasser, senior vice president, general manager at Discovery Networks U.S. Hispanic Group.
On Azteca America's part, they are looking to increase their penetration in the U.S. Hispanic market and look on it as a great opportunity to increase their share from the brand recognition they get from Discovery.
Discovery already has programming on Azteca's weekend lineup with Children's programming on Saturday and Sunday mornings.
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