Talking to ADWEEK in May, Speciale previewed negotiations, saying the company is in talks with marketers throughout the year.

“This is an ongoing process,” she said. “We have been talking to them for months. English-language is being commoditized. There are a lot of streaming services out there that are doing all the same old stuff. Content is crucial. But we are unique.”

The company brought that uniqueness to its upfront presentations this year, creating a non-traditional Casa Cultura event, complete with a surprise Broadway-like performance and Shakira.