2012 April – THE HISPANIC BLOG

ESPN’S HISPANIC AUDIENCE GROWS BY 15% FAR EXCEEDING THEIR NON-LATINO GROWTH

April 5, 2012 by Jessica Marie Gutierrez 3 Comments

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

On Wednesday, ESPN released its first Spanish language ad. “Esto es SportsCenter,” the ad reads. The translation: “This is SportsCenter.”

The decision to run a Spanish language ad is a reflection of the company’s growing Latino audience, according to The New York Times.

ESPN’s Hispanic audience increased by 15 percent over the past five years, far exceeding their non-Latino audience growth.

While ESPN is looking to reach this Latino audience, an estimated 60 percent of those viewers watch only their English-language programming, while only 20 percent watch only their Spanish-language ESPN Deportes, according to The New York Times report.

But ESPN, who launched their Spanish language network in 2004, is facing competition for the Latino market. Univision will introduce it’s own sports news channel, Univision Deportes, on Saturday.

Growing Latino audiences have also caught the interest of marketers outside of sports networks. And, it’s not just Spanish speakers they’re after.

In recent months, the booming U.S. Latino population has prompted media outlets to expand English-language programming marketed towards Hispanic audiences.

Fox News launched its own English-language Fox News Latino website. Univision, which recently started an English-language Tumblr, is also allegedly in talks with Disney to create an English-language television network. And NBC, which will soon officially launch NBC Latino, also oversees Telemundo’s cable channel Mun2 which features bilingual programming. And lastly, The Huffington Post, launched its English-language LatinoVoices section last August.

As Latino immigrants assimilated and learned English, many marketers presumed they’d fade quickly into mainstream English language media, advertising executive Roberto Orcitold NPR. But to the surprise of many — a bicultural Latino audience interested in consuming English-language content has emerged quickly in the past few years.

“We take the best of American culture that we came to adopt and love,” Roberto Orciold NPR. “And we keep the best of our culture that we value.”

“And so, you have this hybrid American that is very proud and happy to be an American, but is very proud and happy to have his culture which makes him unique, or her unique,” Orci added.

NBC NEWS APOLOGIZES FOR EDITING GEORGE ZIMMERMAN’S 911 CALL

April 4, 2012 by Jessica Marie Gutierrez Leave a Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

NBC News apologized for the way it edited the 911 conversation between George Zimmerman and a police dispatcher in the Trayvon Martin case.

NBC’s “Today” show ran edited audio last week that appeared to reveal Zimmerman saying, “This guy looks like he’s up to no good … he looks black.”

But a transcript of the 911 call showed that Zimmerman actually said, “This guy looks like he’s up to no good. Or he’s on drugs or something. It’s raining, and he’s just walking around, looking about.”

The 911 handler responded, “OK, and this guy — is he black, white or Hispanic?”

“He looks black,” Zimmerman replied.

Zimmerman, a volunteer neighborhood watch leader, admitted shooting and killing 17-year-old Martin in Sanford, Fla., in February but claimed it was in self-defense and justified under the state’s Stand Your Ground law. He also claimed Martin attacked him.

Trayvon Martin case: George Zimmerman's brother claims medical data will verify shooter's story

Martin was unarmed when he was killed by Zimmerman, who followed him despite being told not to by a 911 dispatcher. The shooting is being investigated.

Martin’s death sparked protests across the US, with many angry that no charges were filed against Zimmerman.

The NBC audio was aired Mar. 27. Critics claimed the edited version suggested Zimmerman targeted Martin because he was black.

The network launched an investigation after criticism in other media. Fox News presented a “before” and “after” version of the call last week.

A statement from NBC said Tuesday, “During our investigation, it became evident that there was an error made in the production process that we deeply regret. We will be taking the necessary steps to prevent this from happening in the future and apologize to viewers.”

Attorney Craig Sonner said Monday that Zimmerman would hand himself in if charges were filed against him.

“If he is asked, he will turn himself in,” Sonner said. “There’s not going to be a manhunt or anything like that. We’re preparing for trial. We’ve done all we can except ask for discovery [evidence-sharing] from the state, which is not available to us yet.”

IS A LATINO DEMOCRATIC SENATOR CHALLENGING CHARLES RANGEL?

April 4, 2012 by Jessica Marie Gutierrez Leave a Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Manhattan State Senator Says He’ll Challenge Rangel

Adriano Espaillat, a Democratic state senator who represents Washington Heights, announced on Monday that he would run against Representative Charles B. Rangel, ending months of speculation over his potential candidacy and setting the stage for a campaign that could test the strength of Latino influence in the district.

Mr. Espaillat, the first Dominican-American to serve in the State Legislature, was elected to the Assembly in 1996 and won a seat in the State Senate two years ago, with an endorsement from Mr. Rangel, a Democrat. If Mr. Espaillat wins, he will be the first person of Dominican descent to be elected to Congress.

The district’s lines have been redrawn by a federal judge as part of the decennial redistricting process, altering its demographics. The new district, which includes most of Harlem, Washington Heights and a slice of the Bronx, is about 55 percent Hispanic, compared with 45 percent in the old boundaries, according to Steven Romalewski of the City University Mapping Service at the Center for Urban Research. About 27 percent of the district’s voters are black. Mr. Rangel’s mother was black, and his father was Puerto Rican.

photo source: Getty Images

It will be a formidable challenge for Mr. Espaillat, 57, to overcome the longtime electoral strength of Mr. Rangel, 81, particularly given that the primary, on June 26, is likely to be a low-turnout event in which candidates with strong get-out-the-vote operations will have an advantage.

But Mr. Espaillat may benefit from Mr. Rangel’s recent ethics problems; Mr. Rangel and his campaign recently agreed to pay $23,000 for misusing a rent-stabilized apartment as a campaign office, and Mr. Rangel was censured in 2010 after the House Ethics Committee found him guilty of 11 counts of ethical violations, including failure to pay taxes, improper solicitation of fund-raising donations and failure to accurately report his personal income.

Adriano Espaillat (Photo: NY1)

“I believe that the people of the 13th Congressional District are searching for leadership with bold, new ideas in Washington, D.C.,” Mr. Espaillat said in a statement. “I intend to conduct a vigorous campaign that will allow a full debate on the future of our city and state. Together, we can make history and bring real change that uplifts our communities and builds a stronger New York and a stronger country.”

Mr. Rangel’s campaign responded to Mr. Espaillat’s announcement by reaffirming in a statement the congressman’s commitment to the office.

“The congressman is running to serve another full term in Congress because he firmly believes, as he did 21 times before, that he is the best candidate to make a difference in the community,” the statement said.

Mr. Rangel, a founding member of the Congressional Black Caucus, said last week that speculation that he was hoping to win one more election to be able to hand off the seat to a preferred successor was untrue. “I am not in this race so I could politically manipulate the system,” he said. “I intend to serve my entire term.”

(Photo: Jonathan Ernst/Landov)

In addition to Mr. Espaillat, two other challengers say they will run in the Democratic primary: Clyde Williams, the former national political director for the Democratic National Committee, and Joyce Johnson, a former local Democratic district leader.

IS UNIVISION LAUNCHING A CHANNEL JUST FOR SOCCER?

April 4, 2012 by Jessica Marie Gutierrez Leave a Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Univision on Saturday will launch a sports channel seeking to attend to the “insatiable appetite” of the Latino audience for soccer, the senior vice president for production at Univision Deportes, David Neal, told Efe.

He said that the Univision audience has “been waiting to be taken care of,” regarding their preference for the main soccer competitions around the world.

“The audiences that the broadcasts of the Copa de Oro and the Copa America had in the summer of 2011, as well as the friendly match between Colombia and Mexico, in February, with 8 million viewers in prime time, tell us that there was a lot of interest in what we’re going to offer,” Neal said.

Univision Deportes will broadcast matches of the Mexican first division, Major League Soccer, the CONCACAF Champions League and matchups between the U.S. and Mexican national teams.

The coverage will also include the 2014 World Cup and the qualifying matches that begin in June.
Univision Deportes decided to focus its programming on soccer, but Neal does not rule out offering other sports with the predicted expansion of the channel.

“We know that soccer is a real passion for our audience, but that doesn’t mean that down the road we won’t have the rights to broadcast other sports,” he said.

DID SESAME STREET REACH OUT TO A LATINO PROFESSOR ON ADVICE ABOUT HOW TO REACH OUT TO HISPANICS?

April 4, 2012 by Jessica Marie Gutierrez Leave a Comment

THE HISPANIC BLOG IS THE LATEST HISPANIC NEWS BY JESSICA MARIE GUTIERREZ

Jamie Naidoo, an assistant professor in UA's School of Library and Information Studies, got a call from 'Sesame Street' in early February to assist the show in reaching out to the growing Latino population in the United States.

A University of Alabama professor recently received the rare honor of being asked for advice by none other than the curators of “Sesame Street.”

Jamie Naidoo, an assistant professor in UA’s School of Library and Information Studies, got a call from the legendary children’s TV show in early February to assist the show in reaching out to the growing Latino population in the United States.

Naidoo’s research interests focus on the representation of minority populations in print and non-print media for children and young adults.

He directs the National Latino Children’s Literature Conference, which he co-developed in 2007, and also runs “Imagínense Libros!”, a review blog of Latino children’s and young adult literature.

Rocio Galarza, the show’s senior director of content planning and design for outreach, emailed Naidoo after reading some of his research and his blog.

Naidoo said he didn’t believe the initial email was real.

Jamie Campbell Naidoo (Alabama), 2009-2010 SIG Co-Chair.

“I mean, why would ‘the’ ‘Sesame Street’ be contacting me?” Naidoo said in an email interview. “Once reality set in, I could barely contain my excitement. … I grew up watching ‘Sesame Street’ as a kid and never imagined that one day I would actually go there.“Although I didn’t get to meet Bert, Cookie Monster or Grover, I did get to meet some of the creative masterminds behind them.”

Naidoo was one of four consultants “Sesame Street” contacted in order to discuss how to incorporate authentic, accurate portrayals of Latin cultures into the show’s many properties including its television programs, websites, books and toys.

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Filed Under: FEATURED MARKETING, LATINO ENTERTAINMENT, LATINO MARKETING Tagged With: Cookie Monster, hispanic, JESSICA MARIE GUTIERREZ, Naidoo, public relations, Race and ethnicity in the United States Census, Sesame Street, Sharon Robinson, United States, University of Alabama

ESPN’S HISPANIC AUDIENCE GROWS BY 15% FAR EXCEEDING THEIR NON-LATINO GROWTH

ESPN’s Hispanic audience increased by 15 percent over the past five years, far exceeding their non-Latino audience growth.

But ESPN, who launched their Spanish language network in 2004, is facing competition for the Latino market. Univision will introduce it’s own sports news channel, Univision Deportes, on Saturday.

In recent months, the booming U.S. Latino population has prompted media outlets to expand English-language programming marketed towards Hispanic audiences.

“We take the best of American culture that we came to adopt and love,” Roberto Orciold NPR. “And we keep the best of our culture that we value.”

“And so, you have this hybrid American that is very proud and happy to be an American, but is very proud and happy to have his culture which makes him unique, or her unique,” Orci added.

NBC NEWS APOLOGIZES FOR EDITING GEORGE ZIMMERMAN’S 911 CALL

The 911 handler responded, “OK, and this guy — is he black, white or Hispanic?”

“He looks black,” Zimmerman replied.

The NBC audio was aired Mar. 27. Critics claimed the edited version suggested Zimmerman targeted Martin because he was black.

A statement from NBC said Tuesday, “During our investigation, it became evident that there was an error made in the production process that we deeply regret. We will be taking the necessary steps to prevent this from happening in the future and apologize to viewers.”

“If he is asked, he will turn himself in,” Sonner said. “There’s not going to be a manhunt or anything like that. We’re preparing for trial. We’ve done all we can except ask for discovery [evidence-sharing] from the state, which is not available to us yet.”

IS A LATINO DEMOCRATIC SENATOR CHALLENGING CHARLES RANGEL?

Manhattan State Senator Says He’ll Challenge Rangel

“The congressman is running to serve another full term in Congress because he firmly believes, as he did 21 times before, that he is the best candidate to make a difference in the community,” the statement said.

IS UNIVISION LAUNCHING A CHANNEL JUST FOR SOCCER?

“We know that soccer is a real passion for our audience, but that doesn’t mean that down the road we won’t have the rights to broadcast other sports,” he said.

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ESPN’S HISPANIC AUDIENCE GROWS BY 15% FAR EXCEEDING THEIR NON-LATINO GROWTH

ESPN’s Hispanic audience increased by 15 percent over the past five years, far exceeding their non-Latino audience growth.

But ESPN, who launched their Spanish language network in 2004, is facing competition for the Latino market. Univision will introduce it’s own sports news channel, Univision Deportes, on Saturday.

In recent months, the booming U.S. Latino population has prompted media outlets to expand English-language programming marketed towards Hispanic audiences.

“We take the best of American culture that we came to adopt and love,” Roberto Orciold NPR. “And we keep the best of our culture that we value.”

“And so, you have this hybrid American that is very proud and happy to be an American, but is very proud and happy to have his culture which makes him unique, or her unique,” Orci added.

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NBC NEWS APOLOGIZES FOR EDITING GEORGE ZIMMERMAN’S 911 CALL

The 911 handler responded, “OK, and this guy — is he black, white or Hispanic?”

“He looks black,” Zimmerman replied.

The NBC audio was aired Mar. 27. Critics claimed the edited version suggested Zimmerman targeted Martin because he was black.

A statement from NBC said Tuesday, “During our investigation, it became evident that there was an error made in the production process that we deeply regret. We will be taking the necessary steps to prevent this from happening in the future and apologize to viewers.”

“If he is asked, he will turn himself in,” Sonner said. “There’s not going to be a manhunt or anything like that. We’re preparing for trial. We’ve done all we can except ask for discovery [evidence-sharing] from the state, which is not available to us yet.”

Share this:

IS A LATINO DEMOCRATIC SENATOR CHALLENGING CHARLES RANGEL?

Manhattan State Senator Says He’ll Challenge Rangel

“The congressman is running to serve another full term in Congress because he firmly believes, as he did 21 times before, that he is the best candidate to make a difference in the community,” the statement said.

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IS UNIVISION LAUNCHING A CHANNEL JUST FOR SOCCER?

“We know that soccer is a real passion for our audience, but that doesn’t mean that down the road we won’t have the rights to broadcast other sports,” he said.

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DID SESAME STREET REACH OUT TO A LATINO PROFESSOR ON ADVICE ABOUT HOW TO REACH OUT TO HISPANICS?

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