ENTRAVISION WINS 2 HISPANIC RADIO AWARDS FROM RADIO INK

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

 

 

 

Entravision Communications Corporation (NYSE: EVC) announced that it was honored with two Medallas de Cortez Awards at the Hispanic Radio Awards hosted by Radio Ink in San Diego. Entravision’s Matt Cardenas, the General Sales Manager for Entravision’s radio cluster in Los Angeles, California, was honored with the “Sales Manager of the Year: Markets 1-25” award and El Gato KDLD-FM and KDLE-FM Los Angeles, California received the “Station of the Year: Markets 1-25” accolade.

 

Cardenas leads national and local advertising for Entravision’s Los Angelesradio stations: Super Estrella 107.1 FM, El Gato 103.1 FM and Jose 97.5 FM. He has been a member of Entravision’s sales team for the past three years.

                                                                                                photo source: Dulce Maria website

“Entravision has a long history of providing the best content to our listeners and, with stations in 47 of the top 50 fastest growing U.S. Hispanic markets, we are well positioned to continue to entertain and inform Hispanic audiences for years to come,” said Jeffery Liberman, President of Entravision’s Radio Division. “We are thrilled to be honored among this prestigious group of Spanish-language broadcasters. Congratulations to Matt and the staff of El Gato 103.1 FM, as well as all of our stations and employees who were nominated this year. We are proud of all of their hard work, dedication and service to our local communities.”

The Medallas de Cortez awards were created by Radio Ink Magazine to recognize outstanding achievements and leadership in the Hispanic radio marketplace. The awards are named after Raoul Cortez, a pioneer in Hispanic radio in America.

The Hispanic Radio Awards were held as part of Radio Ink’s Hispanic Radio Conference, held March 21-22 also in San Diego. Key members of Entravision were present among the prestigious group of speakers and panelists speaking at the event including Jeffrey Liberman, President of Entravision’s Radio Division, Phillip Woodie, President of LER (an Entravision company) and Christopher Moncayo, Vice President and General Manager of Entravision Phoenix properties.

About Entravision Communications Corporation

Entravision Communications Corporation is a diversified Spanish-language media company utilizing a combination of television, radio and digital operations to reach Hispanic consumers across the United States, as well as the border markets of Mexico. Entravision is the largest affiliate group of both the top-ranked Univision television network and Univision’s TeleFutura network, with television stations in 19 of the nation’s top 50 Hispanic markets. The company also operates one of the nation’s largest groups of primarily Spanish-language radio stations, consisting of 48 owned and operated radio stations. Additionally, Entravision has a variety of cross-platform digital content and sales offerings designed to capitalize on the company’s leadership position within the Hispanic broadcasting community. Entravision shares of Class A Common Stock are traded on The New York Stock Exchange under the symbol: EVC.

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HISPANIC TELEVISION IS ON FIRE: WATCH VOXXI’S CLIP ON LATEST NETWORK SET TO GO NATIONAL

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

MI CASA BROADCASTING: THE EXPLOSIVE LATINO NETWORK FROM HOUSTON, TX WITH MILLIONS OF VIEWERS

VOXXI is the nation’s leading Hispanic Digital News headquartered in Miami with a growing team spanning locations across the United States, Latin America and Europe

Mi Casa Broadcasting Network produces 60 hours of television programming per week featuring breakthrough shows utilizing mixed digital media. It is dedicated and committed to promoting Hispanics and supporting established and upcoming artists.

Jonathan Gwyn is founder and CEO of Mi Casa Broadcasting, which produces English-language shows and operates the mostly English Mi Casa multicast subchannel on Spanish Broadcasting System‘s KTBU Houston.

The channel launched over the AIR in Houston running back to back programming in January 2011.  The broadcast company enriches American Latino viewers on the amazing talent that promises to inspire across the global audience in LATAM. Delivered in English, the programs range from comedy puppet shows and youth education to cage fighting and even arena football.  “MCB Network” is an incredible informational resource of history on American born culture and designed to create a heroic image.

With an uprise of Hispanic and Spanish network booms such as MundoFox CEO Johnathan Gwyn had this to says it is not surprising, Gwyn thinks MundoFox ought to think about airing at least some of its programming in English.

Mi Casa Broadcasting

“I don’t know if there’s room for another Spanish-language network, but I think there’s room for another network,” he said. “The English-language Latino is underserved. They’re consuming their media in English.

“Fox has a very good perception in the Latino community. They have good news. They have the Fox Latino website, which is all in English, and, from what I understand, it’s doing very well.”

Many award winning producers, directors, writers, actors, and musicians have been joining forces with Mi Casa Broadcasting for over a decade to provide content from various regions of The United States. Through the Mi Casa Broadcasting’s Digital TV portal, viewers can call this their home for Latino culture in English, a genre that has long been underutilized in TV/Film.

This TV Network serves as a two way mirror between Latin American culture mixed with the ever-growing Infinite cultures in America.

“MCB Network” strategically captures the Houston, TX audience as it expands its 2.5 million viewer reach in South East Texas. Here viewers can re-discover a sense of pride, an excellent new look at pop-culture featuring high-end modern day pilots, comedies, reality shows, music videos, and feature length films, calling it a gateway for established talent to serve up an experimental style of breakthrough broadcast television from building strong relationships in the industry, a TV network that exemplifies the American dream.

“My children and I are eagerly waiting for this to happen. There isn’t any other place we can see dedicated TV shows, especially if you don’t have cable. You are the first. My friends said they would be awesome not to have to pay for cable and save money watching a network about us. Please keep us updated on all of your events. We want to help!!! Thank you, Mi Casa Broadcasting.”- Janet Rodriguez, fan

“This TV Station combines all Latinos no matter what country they are from. This is the one and only of it’s
kind. We’d hope to see and hear so many people’s stories and lives that otherwise would go untold . Can’t wait for it!!”- Mayra J Leal, Actress

“Mi Casa Broadcasting (MCB Network)” is broadcast on Houston’s KTBU on DTV 55.4 and Phonoscope Cable in the United States, covering over a dozen surrounding counties. Topics covered at the network will also be to interact with audience to develop original series and editorial content to build a brand that gives power to the people, in English language featuring over 17 Latin American cultures.  In addition to “MCB Network” (http://www.micasabroadcasting.com) and Phonoscope Cable (http://phonoscope.com/), will also be distributing across a mobile and broadband platforms in the very near future.

Mi Casa Broadcasting www.micasabroadcasting.com

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HOW ACCULTURATION AFFECTS TWO GENERATIONS OF HISPANICS

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

According to the study, developed by Yahoo, Mindshare, and Added Value, marketers must understand the nuances between the two generations of Hispanics, and how acculturation affects their preferences. The findings stress the notion of how the majority of the Latino population is second generationAmerican born, and bilingual/English speaking.

ac·cul·tur·a·tion

noun \ə-ˌkəl-chə-ˈrā-shən, a-\

1: cultural modification of an individual, group, or people by adapting to or borrowing traits from another culture; also : a merging of cultures as a result of prolonged contact
2: the process by which a human being acquires the culture of a particular society from infancy

Latinos do nurture ethnicity more than other segments. This is manifested through a series of behaviors like exposing their children to their Latino background, trying to get in touch with their Hispanic identity, feeling very comfortable as it relates to their ethnicity, and being part of activities/traditions that celebrate their heritage.

The Generational Latino Gap

When it comes to generation breakdown, there are some differences that marketers need to consider. Let’s take identity and values, for example.

First-generation Latino behavior is much more influenced by ethnicity. Their Latino background plays a major role when it comes to feelings about their individuality, religion, and values. It also affects how they socialize (neighborhoods, close circle of friends, etc.) and other behaviors (eating habits, celebrations, vacations, etc.). For second-generation Latinos, ethnicity is more about outward expression and bicultural in nature.

Content plays an important yet different role. First-generation Hispanics seek content that is in Spanish language and speaks to their ethnicity for topics like news, entertainment, and food. Second-generation Hispanics are more sensitive to how their ethnicity is portrayed in the media.

Second-generation Latinos have a stronger civic commitment. They care about the role Latinos are playing in today’s American society. They are very involved in discussions about Latinos’ role in the elections, immigration debates, etc. They want to play a major (influential) role and want to make sure that they are taken into consideration.

latino-news-coverage

The Common Thread: Authenticity

For both first- and second-generations, ethnicity is an important part of the past and the present. Both segments agreed: it influences “who I am” and both feel very proud of “how I grew up” as well as “my ethnic identity.”

Ethnicity plays a significant part of the Latino identity. As David Iudica, a bicultural Latino himself, said to me: “I have my feet firmly planted in both worlds, it’s an important part of my identity.”

Overall, it seems that marketers have a long way to go in order to better impact Latino audiences. For different reasons, both first- and second-generations feel they aren’t being represented or spoken to in the right way.

1st-generation

2ndgeneration

This reminds me of a controversy that happened a couple of weeks ago around a proposal to recreate a mural on the walls of the Mission Drive-In Theater in San Antonio, Texas. The images, one of a Mexican sitting asleep against the wall with his sombrero covering his face and another with a stereotypical Mexican posing with a burro, backfired. Sometimes marketers, in trying to connect with Latinos, get hooked with their own stereotypes and generate negative reactions rather than relevance.

The (Right) Approach When Marketing to Latinos

A successful Latino marketing strategy should be built on a common thread: what are the attitudes and behaviors – related to your product category – that bring Latinos together?

A sense of pride, identity, and authenticity (the world I live in) are important for all Latinos.

Authenticity is key. Choosing an authentic Hispanic spokesperson, rather than a well-known spokesperson, is relevant to all Latinos.

Latinos crave ethnic-specific marketing messages, yet portraying an appropriate level of diversity in advertising is critical.

If done right, Hispanics will talk about advertising positively, but they will also be quick to call out negative portrayals.

Messaging should be customized to speak to the individual needs of each generation:

  • For first-generation Hispanics: speak in their language and make sure to authentically represent their ethnicity.
  • For second-generation Hispanics, you need to portray them as part of a bigger whole: represent diversity in general messaging and show how Latinos are influencing the mainstream. Don’t address them simply as Latinos: talk to their whole bicultural identity.

First-generations want Latino content, second-generations want mainstream content but with a Latino flavor.

Authentic Bobbleheads

Will Ferrell’s “Casa de mi Padre” seemed to connect with the Latino audience and is set to be a box office success. But, when it comes to how brands “talk” to Latinos, not all are successful stories. Think of Jaime Jarrin, a Hall of Fame broadcaster, who has not been included in the Dodger’s 50th-anniversary bobbleheads. Jaime is Latino and broadcasts in Spanish and, according to The Los Angeles Times, that’s why he was left out. As the article says, “Jaime Jarrin’s primary language has always been Dodger. It’s a shame that, in this case, the Dodgers seem to be the only ones who don’t understand.”

Ask second-generation Latinos. See if they find this kind of behavior to be authentic.

READ MORE: CLICK Z

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powered by Influential Access – “Transforming the Ordinary to EXTRAordinary!” – CEO – Jessica Marie Gutierrez – Creator of The Hispanic Blog #thehispanicblog

ALLSTATE: ON TOP 25 LIST OF HISPANIC ADVERTISERS AND ITS “PROTECTION IN SOCCER”

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

Allstate Corp. is not only one of the nation’s top 25 largest advertisers in Hispanic media, according to Advertising Age’s, Hispanic Fact Pack 2011. The  insurer has also joined the “Best-in-class” group of companies for allocating over 14.2 percent of its marketing budget in Hispanic Media, per a comprehensive study conducted by Santiago Solutions Group and released by the Association of Hispanic Advertising Agencies (AHAA.)

For the past two years, Allstate has been the presenting sponsor of Sueño MLS, a nationally televised search for the best undiscovered soccer talent in the U.S. Now on its sixth year, the program allows soccer enthusiasts to participate in a national competition that is chronicled every week on Univision Network’s República Deportiva.

Karen Uhler, Allstate Marketing Director of Sponsorships, responded a few questions via email from Portada. An edited excerpt follows.

Portada: How did Allstate’s sponsorship come about?

Karen Uhler: Sueño MLS is now on its sixth year and Allstate has been the presenting sponsor for the past two years. This year, we have added a unique element to the competition with the search of the best youth goalkeeper to win the “Good Hands” award – El Portero Allstate. Allstate has supported soccer fans for six years through the Mexican National Soccer team partnership and supporting Sueño MLS is an extension of our commitment to soccer fans.

P: Why is this program important for an advertiser like Allstate?

KU: At Allstate, we celebrate protection in soccer – and in everyday life – and we’re committed to bringing sports fans closer to the game they love through this initiative. For us it is a perfect fit.

P: Besides soccer and the MLS program, how does Allstate market to US Hispanics?

KU: Allstate recognized the importance of the U.S. Hispanic population early on, and has stayed on top of Hispanic consumer trends and population growth patterns. The company is the official insurance sponsor of the Mexican National Team, as well as Major League Soccer (MLS), and U.S. Men’s and Women’s soccer teams. Allstate also supports New Futuro, an organization that provides free bilingual higher education resources to Hispanic families in their local communities.

P: How important is the U.S. Hispanic market to a company like Allstate?

KU: I would say approximately 30% of our agencies serve customers who are Spanish-preferred. Allstate Agencies are located in communities across the country and serve consumers of all backgrounds based on their preferences. We offer them the opportunity to talk to a live Allstate representative in Spanish 24 hours a day, 7 days a week. Customers can also find information on our products and services on a dedicated, Spanish-language website, miallstate.com, which is not just a translation of allstate.com but was developed based on research and input from Hispanic consumers.

P: What would you say is the most challenging part of marketing insurance to US Hispanics? Is it very different from the messaging to the general market?

KU: Marketing to Hispanics has to go beyond language; it is about needs and expectations. We care about what is important to consumers and develop our products and services with that in mind. We look specifically at how to protect what they have worked so hard for and built for a better future. That is why consumers see our Allstate message wherever they are – in magazines and newspapers, on television, online, on the radio, as they drive – and even through our sports sponsorships like soccer, football, the U.S. Olympic Team, basketball and community sponsorships, like New Futuro.

P: Last year Allstate launched an online awards show featuring some memorable moments on Telemundo telenovelas, how did that go? Is Allstate working on something similar this year?
KU:
 We had a lot of fun working with Telemundo last year with the “Allstate Presents Premios Telemundo Novelas” and Allstate’s Best Mala Suerte (Bad Luck) moment. This year the Premios Telemundo are moving to a national TV broadcast, and we are looking forward to continuing the momentum we built with Telemundo in 2011. Stay tuned.

P: How do you work with your agencies? Do you have a Hispanic agency for creative? Which one for media planning/buying?
KU: Allstate works with its agencies as partners and together we contribute to a common goal:  engage the consumer. Lápiz is our creative agency for U.S. Hispanic and Tapestry is our media planning/buying agency.

READ MORE: PORTADA

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HISPANIC NETWORKS MADE $88 MILLION IN NEW BUSINESS LAST YEAR

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

The race is on to capture the U.S. Hispanic market, with mainstream networks and their Hispanic counterparts battling for primacy. The result is an increasing cross-pollination of programs and a proliferation of networks, with Fox, Lionsgate and NBCU among those joining Hispanic allies to find and produce content aimed at the largest and fastest-growing minority group in the U.S.

New Hispanic channels are emerging, some in Spanish, some in English, in a bid to appeal to a mix of generations and language preferences that can exist under one Latino roof: The latest census reveals that of the 50.5 million Hispanics in the U.S., 30% are Spanish-dominant while the rest are either English-speaking or bilingual.

Broadcast leader Univision is now the clear No. 5 broadcast network (behind the Big Four) while rival Telemundo has been picking up steam.

'Q'Viva'‘Q’Viva’

“The number of networks focused on the Spanish space has increased from around 12 in 2001 to 100 just a month ago,” says Univision networks prexy Cesar Conde, who points out that Univision alone will have a dozen networks by year’s end compared with three last year.

These include Univision’s upcoming news and sports pay TV nets in addition to the telenovela channel now on Dish Network plus the six TuTV pay TV channels, jointly owned with Televisa.

One of the most anticipated new players is MundoFox, a joint venture between Fox Intl. Channels (FIC) and Colombia’s RCN, due to launch in the fall. The new Spanish-lingo network will showcase edgier Colombian telenovelas and look to build on Fox’s success in inserting itself into a market. Meanwhile, Fox and Univision recently bowed Jennifer Lopez and Marc Anthony’s pan-American talent competish “Q’Viva! The Chosen,” while Fox’s “Family Guy” airs on Univision sibling web TeleFutura.

Elsewhere, sister networks NBC and Telemundo share talent and resources in the exec ranks as well as on-air.

In the 2011-12 upfront season, an estimated $88 million of new business came to Spanish-Language TV, with Telemundo taking more than half (55%) of the new business, according to Lauren Zalaznick, chairman of NBCUniversal entertainment, digital networks and integrated media.

GUTIERREZ (CREATOR OF THE HISPANIC BLOG) WITH CESAR CONDE PRESIDENT OF UNIVISION

“The reported 2011/2012 upfront numbers were $1.75 billion for Univision, and $400 million for Telemundo, up 20% from the 2010/2011 upfront,” says Antonio Ruiz, partner-communications planning at leading Hispanic ad agency, the Vidal Partnership. Telemundo and its youth-skewed bicultural cable sibling Mun2 delivered more than 20% growth year-to-year, marking their best upfront season ever.

“Our Hispanic strategy is not limited to Telemundo (or Mun2) alone,” says Zalaznick, who points out that NBCUniversal’s theme parks, studio, cable and broadcast networks, digital assets and Comcast’s leading position among cablers in the U.S. allows the company to collectively reach 93% of all Hispanics. She adds that landing the Spanish-language U.S. rights to World Cup Soccer matches in 2018 and 2022 would not have happened without the joint efforts of NBC Sports and Telemundo Deportes.

NBCU parent Comcast has begun to fulfill its pledge to launch 10 independently owned channels on its cable systems over the next eight years. Of these, four will have Hispanic ownership.

Leading the initial pack is young-male-skewed El Rey from Latino helmer Robert Rodriguez and partners John Fogelman and Cristina Patwa of FactoryMade Ventures.

“When Fogelman approached me with the idea for this channel, I immediately said yes,” says Rodriguez. He’s building soundstages on his 25-acre property in Austin for the English-language channel, which will include animation, music, reality, scripted shows, movies, docus and sports programming.

“The key is to make it universal; I want viewers to watch it because it’s cool, not Latino,” adds Rodriguez.

Another upcoming Latino-owned Comcast network is BabyFirst Americas from Spanish-lingo TV exec Constantino “Said” Schwarz, which is slated to launch by April.

Meanwhile, Lionsgate and Mexican partner Televisa have expanded their joint film venture, Pantelion Films, onto the smallscreen as well. (Over the March 16-18 weekend, Pantelion scored big at the B.O. with “Casa de mi Padre,” which nabbed $2.4 million on 382 screens.) The partnership will include English-lingo format adaptations of TV content from Televisa’s library, and the development of scripted and unscripted English-language original programming.

The companies have set up a hefty development fund to enable them to attract top showrunners and talent for an average output of six to eight projects a year, including the sitcom spinoff of Pantelion’s debut pic, “From Prada to Nada”; “Badlands,” a scripted drama at ABC based on Televisa hit telenovela “Soy tu Duena“; Televisa’s drama skein “Terminales” for ABC Family; and “Teresa,” based on another Televisa telenovela.

Univision, an erstwhile strictly Spanish-language network, recently began providing English close-captioning for its primetime block of telenovelas and other programs, including long-running variety show “Sabado Gigante.” The network is a ratings winner, especially among adults 18-34, where its season average is double struggling English-language broadcaster CW (1.6 vs. 0.8) and is now within shouting distance of ABC, CBS and NBC. (No. 2 Hispanic-language net Telemundo has been offering English closed captions in its primetime block since 2004.)

“Forty-two of the top 50 shows are already watched by bilinguals on Univision,” says Conde.

But U.S.-partnered players aren’t the only ones gearing up to deliver Latino shows to the U.S.: Venezuela’s RCTV, once the oldest and most dominant broadcaster in Venezuela until president Hugo Chavez shuttered it for allegedly inciting rebellion, revived its production capabilities in October, keenly aware of the growing interest in Latino-themed stories.

RCTV Intl. head Jorge Granier is opening a Los Angeles office and has been meeting with showrunners and talent agencies to package English-language versions of RCTV telenovelas selected from its trove of 300 titles.

Latin America’s wealth of talent, formats, stories and programming innovations has not been fully tapped in the U.S., says Joshua Mintz, exec VP of Telemundo Studios, which is churning out six to seven telenovelas a year, mainly in Miami. Mintz points to ABC’s hit adaptation of Colombia’s “Ugly Betty” and, most recently, Fox Television Studios plans for an English-lingo version of “La Reina del Sur,” Telemundo’s biggest hit telenovela.

“If the U.S. TV industry needs new stories to tell, it doesn’t need to look any further than Latin America,” Granier says.”

READ MORE: VARIETY

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powered by Influential Access – “Transforming the Ordinary to EXTRAordinary!” – CEO – Jessica Marie Gutierrez – Creator of The Hispanic Blog #thehispanicblog

 

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